Have you ever wondered whatever happened to the blundering, pompous Harvard-grad marketing person that plopped a guy drinking a Bud Light and pretending to be a gal, into a bubble bath, and almost overnight sank the reputation of a beer once favored by most American men?
Her disastrous 2023 Bud Light marketing fiasco demolished the high-flying beer brand that once was America’s favorite and is guaranteed to become a “What not to do” case study in university marketing classrooms everywhere.
However, it appears that some folks don’t learn from other people’s mistakes or are just seeking cheap help. For example, last month LIV Golf reached into the human resources “discount, discontinued items bin” and pulled out former Anheuser-Busch VP Alissa Heinerscheid, who has been working for the league in a “Team Business Operations” role since last September, according to her LinkedIn page. Unsurprisingly she disappeared from Bud Light a little more than two years ago, at the apex of her debacle
There will probably be a photo of her in the marketing hall of fame portraying that profession’s biggest losers, alongside those responsible for New Coke, the Edsel, Lifelock CEO’s “can’t steal my info” challenge, etc.
When asked by The New York Post, LIV Golf’s Chief Communications Officer Ilana Finley declined to comment on the league’s decision to hire Heinerscheid.
Her hiring is puzzling since published reports indicate the four-year-old golf league is struggling to survive. Issues it faces in 2025 include:
- A focus on younger players and international stars who can bring fresh energy to the league.
- The need for better social media content, fan events, and online coverage to build a stronger following.
- Strengthen partnerships. They say new sponsorships and collaboration with other golf organizations will be key to its success.
How is this gal, whose ham-handed idea singlehandedly annihilated one of the world’s most popular beer brands, going to help solve LIV’s issues? And why would the league reach out to her? That’s like asking a steward on the Titanic to bring you more ice. It makes no sense.
Anson Frericks, a former colleague of Heinerscheid’s who has since founded a venture capital company addressed Bud Light’s brand woes in his new book “Last Call for Bud Light.” He wrote that Heinerscheid was “one of DEI’s chief proponents” at the company, and “never made a secret of her progressive politics” in the years they worked together.
Online commenters on The Post’s story didn’t applaud LIV’s choice of Heinerscheid with one probably echoing many golfers sentiments saying; “What a horrible idea. Hire somebody who probably hates golf. The problem was not that she quote unquote made a mistake because she picked the wrong spokesperson. The problem was that she dripped condescension towards the brand’s customers and was totally out of touch. Some snobbish elitist Harvard graduate holier than thou nose in the air snob was handed a brand beloved by people in areas she’s probably never been to. She was a terrible hire for bud.”
He went on to add: “That they promoted her into a position of authority over the number one beer brand in the country was absurd, Thirty seconds of talking to her should have made them realize who she was, what she believed in, and how she would take things in a direction that was unsustainable. The same thing is going to be true about golf.”
Bud Light’s partnership with transgender influencer Dylan Mulvaney — cost the company $1.4 billion in sales and billions more in market cap. A Babylon Bee headline during that fiasco announced “Scientists At Bud Light Working On Time Machine That Goes Back About Six Months”.
The disgraced former marketing executive and a corporate woke warrior who tanked a popular beer brand, is an unlikely match for the controversial struggling Saudi-backed sports league.
Just wait until she rolls out some of her woke guys-can-be-gals nonsense over in Islamic Saudi Arabia. I’ve read that locals’ answers to such issues there are most likely stones being hurled at them in public squares or non-public participation floggings.
Is there a Human Resources Hall of Fame for the “World’s Worst Hires”?
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Meanwhile Over At The Other Breweries: While tanking her company’s beer the sad sack Harvard-degreed marketer successfully propelled the firm’s competing brands upward with many taking advantage of this dim gal’s poor judgment and lack of skills to shoot past Bud Light in sales.
Modello rocketed to number one while one of the other most successful brands was Yuengling, an all-American brewed beer, run by an all-girl team — real girls. The Pennsylvania headquartered firm’s brew was already extremely popular and was boosted even higher by Bud Light’s historic goof.
Wendy Yuengling, chief administrative officer, said. “We’re sixth-generation in a family business, and we get to work side by side with our dad, which not many family companies can say.”
Debbie and her sisters – Jennifer, Sheryl, and Wendy – are running America’s oldest brewery as Yuengling celebrates its 195th birthday this year. And despite its age, the sisters say its Pottsville location can still produce 900 cans of beer per minute.
“I think that’s part of our story. Being America’s oldest brewery, six generations, and now four women that are going to be leading the brewery,” Debbie pointed out.
Raising a cold one to the company’s milestone, Yuengling rolled out limited-edition, 12-ounce cans that read, “Let’s Go USA,” while featuring a Stars and Stripes design.
On the other side it was reported that a store at the time was selling cases of 24-cans of Bud Light or $3.49.
The Yuengling sisters confirmed that they remain America’s top craft brewer, selling more beer than any other U.S. brand with over 2.2 billion barrels per year.
By the way Yuengling is an Anglicized version of Jüngling, its founder’s surname and the German term for a “young person” or “youngster.”
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Local Radicals Vs. Common Sense: President Donald Trump has advice for District 4 residents that, if followed locally, will throw cold water on some of Fernandina’s most disruptive radical rabble rousers like Sheila Cocchi, and Black Lives Matter activist and fanatical publicist Mike Lednovich, and other area anti-American screamers and screechers.
Cocchi, an unemployed Atlanta transplant, who stages phony Aaron Bean Town Hall meetings and fist shaking sessions for local radicals, evidently takes her marching orders from the national Democrat Party. Her objective isn’t to inform or educate but to disrupt actual GOP sessions and organize fake ones.
Democrat lapdog and Caifornia transplant Lednovich ,is the dutiful publicist and happily promotes the phony events and quotes the looniest bellowers. He then fills the far-left online Observer with his and Cocchi’s raging “end-of-democracy” silliness.
Cocchi’s crazies and Lednovich’s loons scream that Bean doesn’t hold Town Halls when, in fact, he’s held several telephone Town Halls, his most recent one last Tuesday April 29. The telephone Town Halls enable residents no matter where they are to participate Those wanting to sign-up to receive the calls can call his D.C. office at (202) 225-0123.
President Donald Trump has some advice for legitimate Town Hall organizers and elected Republicans facing harassment during their no-telephone sessions.
In a Truth Social post, he said GOP politicians who are getting heckled during town halls should take immediate action to remove the problematic protesters from the venue.
“The Radical Left Democrats are paying a fortune to have people infiltrate the Town Halls of Republican Congressmen/women and Senators. These Great Patriot Politicians should not treat them nicely. Have them immediately ejected from the room – They are disruptors and troublemakers. You must allow your audience to know what you are up against, or else they will think they are Republicans, and that there is dissension in the Party. There is not there is only LOVE and UNITY. Republicans are happy with what is taking place in our Country. We all love America!” Trump wrote.
Several high-profile Republican politicians have experienced audiences salted with Democrat plants, including Florida Republican Representative Byron Donalds, an announced gubernatorial candidate, who went toe-to-toe with protesters last week. He took Trump’s advice and had two pro-Palestine protesters removed from the audience for screaming and disrupting the event.
Locally Cocchi’s fake March 12 town hall event was a raucous session whose speakers performed like they were auditioning for a Saturday Night Live job. Bean had nothing to do with organizing that phony session.
And just last week another phony event was held that drew the ire of congressman Bean who said: “I will not be attending any of the fake ‘town hall’ meetings sponsored by the Democrat Party and their cohorts – not today and not tomorrow. I remain committed to being an active and engaged representative that listens to and fights for his constituency. Serving the voters is my most important job as their representative in Congress – one that I take seriously each and every day – but I will not be participating in these Democrat attack rallies falsely billed as ‘town halls.’”
The second local fake Town Hall featured failed former Congressman David Jolly who abandoned the Republican Party to become a registered Democrat and full-time talking head for the far-left media.
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I didn’t Make This Up Department: “Given the positive feedback and reviews of my artwork and memoir, I was expecting to obtain speaking engagements and paid appearances, but that this not happened,” a confused and disappointed Hunter Biden, revealed when sales of his paintings and tell-all memoir tanked after his father’s political future disintegrated. Isn’t this the guy who Joe Biden said: “….is the smartest person I know.”
Did he really think potential buyers would actually pay for his paintings and memoir after dad left office? What a dunce! It wasn’t his art they were paying for, and they sure don’t want to hear anything he has to say. His value has dropped to zero. I also doubt Pop is overwhelmed by suitors willing to pay to hear him scream and weirdly whisper at their audiences.
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Overheard In A Local Bar: “The three hardest things to say are: 1- I was wrong; 2- I’m sorry; and 3- Worcestershire Sauce.”
If I’m not having a locally brewed beer @ The Amelia Tavern, then I’ll have a Yuengling @ home!!
Tomorrow the Kentucky Derby horses enter the gate. Any 3 year old who has earned enough points in other races can enter.
Tonight is the Kentucky Oaks. This race is for 3 year old fillies only. If a trainer says his stud male thoroughbred identifies as a filly and wants to race in the Oaks, the request will be denied. Yet some think allowing a man to compete against women in swimming, volleyball, etc. is OK.
Horses know who is who……it’s the people that are crazy.
True story. When we first move here from Melbourne Beach in 2009 I noticed on the beer list at “The Surf” that Yuengling was listed on the imported side of the menu and was $2 more than domestic brands. The beer had just become available for sale in Florida. I pointed out to the bartender and management that, in fact and listed on my 16 ounce can, that Yuengling was the oldest brewed beer in America. If memory serves me, wife and I did not have to pay the extra $2 imported price and soon the beer menu changed it to a domestic brand.
“God is Great, Beer is Good, and People are Crazy” – Billy Currington. Apparently, he had Fernandina’s loonies on his mind when he wrote that.
“ it appears that some folks don’t learn from other people’s mistakes”. Yeah, I know a lot of fools voted Donald Trump back into office.
And yet another war on Trump’s watch.