Alissa Heinerscheid Wiki: The First Woman to Lead Bud Light

Alissa Heinerscheid is a trailblazing businesswoman, mother, and cancer survivor. She is the vice president of marketing for Bud Light, the biggest beer brand in the world. She is the first woman to lead the brand in its 40-year history and has been responsible for launching new campaigns and partnerships that aim to elevate and evolve Bud Light’s image and appeal.

Early Life and Education

Alissa Heinerscheid was born in St. Louis, Missouri, and grew up in a family of beer lovers. Her father worked for Anheuser-Busch, the parent company of Bud Light, for 35 years. She attended the University of Missouri, where she studied journalism and advertising. She graduated in 2003 and joined Anheuser-Busch as a marketing coordinator.

Career and Achievements

Alissa Heinerscheid has worked for Anheuser-Busch for almost two decades, rising through the ranks and holding various positions in marketing, sales, and innovation. She has led the marketing efforts for several brands, including Budweiser, Michelob Ultra, and Stella Artois. She has also been involved in creating and launching new products, such as Bud Light Platinum, Bud Light Lime, and Bud Light Seltzer.

In July 2022, she was promoted to vice president of marketing for Bud Light, the largest and most iconic beer brand in the US. She became the first woman to lead the brand in its 40-year history and the youngest VP in the company. She oversees all aspects of Bud Light’s marketing strategy, including advertising, media, digital, social, experiential, and sports and entertainment partnerships.

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Since taking over Bud Light, Alissa Heinerscheid has been responsible for introducing new campaigns and initiatives that aim to make the brand more relevant, inclusive, and engaging for today’s consumers. Some of her notable achievements include:

• Launching the Bud Light Legends campaign, which features iconic characters and celebrities from the brand’s past and present ads, such as Post Malone, Cedric the Entertainer, and the Bud Knight. The campaign debuted during the 2021 Super Bowl and has been praised for its nostalgia, humor, and creativity.
• Partnering with various influencers and creators, such as Dylan Mulvaney, a trans actor and comedian who has a large following on TikTok. Alissa Heinerscheid hired Mulvaney to promote Bud Light on social media, making her the first trans person to be sponsored by a major beer brand. The partnership sparked a backlash from some conservative groups, who called for a boycott of Bud Light. However, Alissa Heinerscheid defended the decision and said that Bud Light stands for diversity and inclusion.
• Expanding the Bud Light portfolio, which includes Bud Light, Bud Light Seltzer, Bud Light Chelada, and Bud Light Platinum. Alissa Heinerscheid has been instrumental in developing and launching new flavors, varieties, and innovations, such as Bud Light Seltzer Lemonade, Bud Light Seltzer Retro Tie-Dye Pack, and Bud Light Seltzer Fall Flannel Pack. She has also been involved in creating limited-edition products, such as Bud Light BL6, a six-pack that doubles as a gaming console, and Bud Light Seltzer Out of Office, a pack that features flavors inspired by vacation destinations.

Personal Life and Interests

Alissa Heinerscheid is married to Matt Heinerscheid, a former Anheuser-Busch employee who now works as a real estate agent. They have two children, a son and a daughter, and live in St. Louis, Missouri. Alissa Heinerscheid is a cancer survivor, having been diagnosed with breast cancer in 2018. She underwent a double mastectomy and chemotherapy and has been in remission since 2019. She is an advocate for breast cancer awareness and prevention and has participated in several fundraising events and campaigns.

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Alissa Heinerscheid is passionate about her work and loves beer. She enjoys traveling, reading, watching movies, and spending time with her family and friends. She is also a fan of sports, especially baseball and football. She supports the St. Louis Cardinals and the Kansas City Chiefs. She is active on social media and has accounts on Twitter, Instagram, and LinkedIn.