As Budwieiser lost billions in value since its Dylan Mulvaney fiasco, the company has remained silent. Any PR consultant would have instructed the company to get out immediately with a statement to stop the bleeding. Finally, the company’s CEO emerged from his bunker to deal with the issue. He had several options, none good. He could stand by his, uh, woman, sort of—two women actually, including his clueless vice president of marketing Alissa Heinerscheid who engineered the disaster, saying that he stood by his staff and supported their decision. That would have been brave, responsible, and stupid.
Or he could grovel an apology, saying that the company had made a dire mistake, and be prepared for the full fury of Woke World and the LGPTQ mob. That would have satisfied no one. Best of all would have been to say that Bud’s intent with the Mulvaney stunt was only to emphasize that its brews were for every American, regardless of sex, gender, race, ethnicity or political persuasion, the eccentrics and pariahs, the guy in the hard hat, the working mother, everyone. He could have apologized to Mulvaney for making her a target by his company’s botched messaging, and promised to avoid stumbling into controversial and divisive issues in the future.
Then he could have gone back to his office, and fired Heinerscheid.









