Anheuser-Busch CEO Dismisses Dylan Mulvaney Backlash as ‘Misinformation’

Anheuser-Busch CEO Michel Doukeris addressed the controversy ensuing from Bud Light’s partnership with Dylan Mulvaney on Thursday, downplaying the significance of the collaboration and alleging that critics were spreading “misinformation” on the subject.

During an earnings call with investors, Doukeris deigned to acknowledge the ignominy of Bud Light’s widely ridiculed partnership with the transgender influencer Dylan Mulvaney, a person endowed with male genitals who nonetheless identifies as a woman. Anheuser-Busch infamously sent Mulvaney a case of personalized Bud Light cans adorned with his face in celebration of Mulvaney’s “day 365 of womanhood.”

“Let me start by clarifying a few facts. This was the result of one camp. It was not made for production or sales to general public. It was one post, not a formal campaign or advertisement,” Doukeris told investors.

In response to a question by analyst Rob Ottenstein, Doukeris addressed perceived “misinformation” about the promotion among consumers and distributors.

“One challenge is what you call the misinformation and confusion that still exists. We will need to continue to clarify the fact that this was one can, one influencer, one post, and not a campaign, and repeat this message for some time,” Doukeris said.

This response follows a shakeup in the Annheuser-Busch corporate structure that saw two prominent executives associated with the promotion take indefinite “leave of absence” from the company: Budweiser group marketing vice president Daniel Blake and Bud Light marketing vice president Alissa Heinerscheid, the two of whom have received the bulk of blame for the collaboration. Heinerscheid had been quoted as saying that the brand needed to update its “fratty” and “out-of-touch” image, presumably by seeking the endorsement of TikTok gender influencers.

“We have adjusted and streamlined our marketing structure, so the most senior market peers are more closely connected to every aspect of our brands. In addition, we are supporting our frontline teams. We are investing behind Bud Light tripling our need investment for the summer, and we are investing more together with our wholesalers in our local markets … and as I said, it’s too early to have a full view on the impact, but I know that we have the people, the partners to learn from that, to continue to move forward, and to come out stronger,” Doukeris said.