Bud Light Reclaims Top Spot in U.S., While Executive Behind Brand’s Fall Lands New Role

Are pro golfers considered “fratty”? And would a Saudi-backed golf tour embrace a transgender male as its new face? Just a few questions now hovering over a former Anheuser-Busch marketing executive.

The fallout from the Dylan Mulvaney controversy — a saga that continues to ripple through pop culture two years later — has taken another turn. Despite the massive backlash from the ill-fated partnership that sent both a transgender influencer and a major beer brand spiraling, Bud Light has finally reclaimed its title as America’s favorite beer.

Meanwhile, Alissa Heinerscheid, the executive who masterminded the campaign that triggered Bud Light’s downfall, hasn’t exactly staged a comeback in corporate America.

Instead, as reported by OutKick, Heinerscheid has taken up a new position with LIV Golf, the Saudi-funded league often described as a "second-rate" version of the PGA Tour. The tour is bankrolled by the Public Investment Fund of Saudi Arabia — a group frequently accused of engaging in “sportswashing” to deflect attention from human rights controversies abroad (think Jamal Khashoggi).

Details about Heinerscheid’s specific role remain murky, but her LinkedIn profile suggests she’s now working in “team business operations.” Media outlets including OutKick and Newsweek picked up on the career shift earlier this week.

For those needing a refresher: as Bud Light’s vice president of marketing, Heinerscheid infamously decided the brand’s image was too “fratty” and sought to rebrand it. This led to partnering with a social media figure best known for transitioning from male to female — a move that proved catastrophic.

And the results spoke for themselves:

Following the campaign, Bud Light's sales plummeted. Heinerscheid quietly took a leave of absence and eventually exited AB InBev, Bud Light’s parent company. Retailers across the country reorganized shelf space as consumer backlash solidified into long-term damage.

However, over time, consumer memory faded. According to a recent Statista Consumer Insights survey, Bud Light has climbed back to the top, with over 25% of Americans expressing a liking for the brand and just under 25% reporting that they consumed it within the past year. The survey was published Thursday but reflects data collected from April to October 2024. Rounding out the top three beers were Corona Extra and Heineken.

Still, it's important to note that last year reports suggested Bud Light suffered losses approaching $1.5 billion as a result of the boycott, and even into late 2024, the brand was grappling with year-over-year declines in volume.

While no one wants to see a single mistake define an entire career, losing over a billion dollars on one brand is no minor misstep. In that light, it feels somewhat poetic that Heinerscheid’s new venture doesn’t seem nearly as concerned with profitability.

And considering her new employers, it’s safe to say a repeat of the transgender endorsement strategy is probably off the table.