Anheuser-Busch’s recent decision to partner with transgender social media influencer Dylan Mulvaney has reportedly led to the devaluation of the company of approximately $6 billion in less than a month. On Monday, the beer company announced a second senior marketing executive had been placed on leave.
On Sunday, The Wall Street Journal reported Anheuser-Busch had placed Daniel Blake, director of marketing for mainstream products, on administrative leave.
The move follows Anheuser-Busch’s decision last Friday to place Alissa Heinerscheid on a leave of absence. Heinerscheid was the executive responsible for establishing Bud Light’s partnership with Dylan Mulvaney.
A spokesperson for Anheuser-Busch told the Journal: “Given the circumstances, Alissa has decided to take a leave of absence, which we support. Daniel has also decided to take a leave of absence.”
Several close to the matter told the Journal the leaves of absence were “not voluntary.”
According to a report in the New York Post, in late March Heinerscheid shared in an interview on the “Make Yourself at Home” podcast that she was working to “transform the Bud Light brand from one marked by ‘fratty’ and ‘out of touch’ humor to one that embraces inclusivity.”
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,‘” Heinerscheid said.
Anheuser-Busch has faced significant backlash over its partnership with Mulvaney, who has spent the last year chronicling his transition to “Girlhood” via often-viral TikTok posts.
Mulvaney announced the partnership with Bud Light in late March, dressed like Audrey Hepburn’s character in “Breakfast at Tiffany’s.” In the video announcement, Mulvaney said:
“This month, I celebrated my 365 days of womanhood, and Bud Light sent me possibly the best gift ever — a can with my face on it,” Mulvaney said in an effeminate voice.
Amid the growing backlash, last week Anheuser-Busch offered what many viewed as a tepid apology. It did little to quell increasing calls to boycott Anheuser-Busch products.
Anheuser-Busch has yet to announce long-term plans for Heinerscheid or Blake.
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