Dylan Mulvaney says Bud Light critics ‘don’t understand’ her as Anheuser-Busch suffers $3bn loss
Trans activist Dylan Mulvaney has hit back at critics of her Bud Light campaign, insisting they “don’t understand” her and have “targeted” her for just being trans.
In an appearance on Rosie O’Donnell’s PodcastMulvaney – who just completed “365 Day Girl” said, “The reason I think I’m so… I’m an easy target is because I’m so new to this.
“I think it’s much harder to go after a trans woman who’s been doing this for like 20 years. I think maybe they think there’s a chance with me… But what’s their goal?
“These people don’t understand me and everything I do or say is somehow taken out of context and used against me. It’s so sad because everything I’m trying to put out is positive.
“It tries to connect with others who may not understand me. It’s to make people laugh or to make a child feel seen.”
While Mulvaney shrugged off the criticism, the sting seems to be lasting longer for Anheuser-Busch, the parent company of Bud Light that has lost $3 billion in market cap in recent days.
Dylan Mulvaney, pictured yesterday, hits back at critics of her Bud Light campaign, saying anyone who doesn’t like it ‘don’t understand her’
Over the past five days, Anheuser-Busch’s share price has fallen, wiping a total of $3 billion from the company’s market cap
The beer giant was worth $132 billion as of March 31 — its highest market cap all year — after a series of well-received ads, such as the Super Bowl commercial starring Miles Teller and his wife.
Mulvaney’s partnership ended on April 1.
On April 3, Bud Light fans began to share their distaste for it. Kid Rock kicked their anger up a gear when he posted a video showing cases of the beer the same day.
Subsequently, country stars Travis Tritt and John Rich publicly denounced the brand. There were also rumors of depleted sales over the Easter weekend.
Yesterday, Anheuser-Busch’s share price fell to $64.96 — wiping out $3 billion of the company’s total value.
The marketing team that oversaw the campaign, including VP of Marketing Alissa Gordon Heinerscheid, will remain in place.
Anheuser-Busch is also behind the campaign.
Mulvaney shared the personalized beer can campaign on her Instagram page on April 1
It comes after a backlash the company received after beer giant Bud Light celebrated polarizing trans activist Dylan Mulvaney in a new promotion
The company has been hit by a flurry of complaints, with many customers filming themselves pouring out the liquid
In a statement following the initial backlash, the company attempted to reassure conservative consumers with a statement.
“Anheuser-Busch partners with hundreds of influencers across our brands as one of the many ways we authentically connect with audiences across demographics and passion points.
“From time to time we produce unique commemorative tins for fans and for brand influencers, such as Dylan Mulvaney.
“This commemorative tin was a gift to celebrate a personal milestone and is not for sale to the general public.”
Heinerscheid, the marketing executive hired last year to overhaul Bud Light’s image, wanted to lead a female inclusion revolution at the brand.
She spoke proudly about putting women front and center in Bud Light’s ads and adding “inclusiveness” as a priority.
Alissa Heinerscheid, the brand’s newly appointed vice president of marketing, shared her new vision for Bud Light late last month and has since faced backlash from customers
‘I am a businesswoman. I had a very clear job to do when I acquired Bud Light, and it was this brand that is in decline. It has been in decline for a long time.
“And if we don’t attract young drinkers to come and drink this brand, there is no future for Bud Light. So I had this super clear mandate.
“It’s like we need to develop this incredibly iconic brand and take it to the next level.
What does evolve and elevate mean? It means inclusiveness. It means shifting the tone. It means having a campaign that is truly inclusive and that feels lighter, brighter and different.
“And appeals to women and men,” she said in an interview on March 30.
Since taking the gig in July, Heinerscheid has already rolled out several ads as part of an effort to empower women — one of which features a dancing Miles Teller and his wife
This desire was felt in a February commercial titled “The Bud Light Carry,” in which a female protagonist, after buying her friends a round of beer, successfully carried the glasses to her friends without spilling a drop.