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Transgender activist Dylan Mulvaney spoke out for the first time since her Bud Light promotion sparked controversy. Photo: Jacquelyn Martin/AP; Caroline Brehman/ShutterstockThe maker of Bud Light said it will triple its U.S. marketing spending on the brand this summer and is providing financial support to front-line teams and wholesalers who have taken the brunt of a backlash to a company promotion with a transgender influencer. Bud Light’s delivery drivers, sales representatives and independent distributors have been confronted by angry people on the streets, in bars and in stores. “They are our neighbors, family members and friends. They are in every community in America,” Anheuser-Busch InBev Chief Executive Michel Doukeris said on a conference call with analysts Thursday.
The maker of Bud Light, Anheuser-Busch, said on Tuesday that two of its executives were on a leave of absence after the beer was featured in a social media promotion by a transgender influencer. Bud Light’s sales have slumped amid calls for a boycott because of the advertisement and criticism of the company’s response to the backlash, which included targeted harassment of one of the executives who is on leave. Alissa Heinerscheid, the vice president of marketing for Bud Light, and Daniel Blake, who oversees marketing for Anheuser-Busch’s mainstream brands, were on leave, the company said in a statement. “We have made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands’ activities,” Anheuser-Busch said in a statement. “These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”
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