**What The Bud Light Fiasco Reveals About The Ruling Class**

What The Bud Light Fiasco Reveals About The Ruling Class

_Authored by Jeffrey Tucker via The Brownstone Institute,_ (https://brownstone.org/articles/what-bud-light-fiasco-reveals-about-ruling-class/)

_**What were they thinking?** How did someone believe that making “trans woman” Dylan Mulvaney the icon of a Bud Light ad campaign, complete with a beer can with Mulvaney’s image on it, would be good for sales? With an ad featuring this person vamping around in the most preposterously possible way?_

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Dylan, who had previously been interviewed (https://unherd.com/thepost/why-is-joe-biden-taking-trans-advice-from-a-tiktok-star/) on trans issues by President Biden himself, was celebrating “365 Days of Girlhood” with a grotesquely misogynistic caricature that would disgust just about the whole market for this beer. Indeed, this person’s cosplay might as well be designed to discredit the entire political agenda of gender dysphoriacs.

Sure enough, because we don’t have mandates on what beers you must buy, sales of the beer plummeted.

**The parent company Anheuser-Busch’s stock lost $5 billion or 4 percent in value (https://nypost.com/2023/04/12/anheuser-busch-down-5b-in-value-amid-dylan-mulvaney-bud-light-controversy/) since the ad campaign rollout. Sales have fallen 50-70 percent. Now there is worry within the company of a widening boycott to all their brands.** A local Missouri distributor of the product canceled (https://www.washingtonexaminer.com/news/budweiser-distributor-cancels-clydesdale-missouri-dylan-mulvaney) an appearance by Budweiser Clydesdale horses due to public anger.

Ads are supposed to sell products, not prompt a massive public backlash that results in billions in losses. This mistake could be for the ages, marking a distinct departure from corporate deference to wackadoodle ideas from the academy and a push for more connection to on-the-ground realities.

The person who made the miscalculation is Alissa Gordon Heinerscheid, Vice President in charge of marketing for Bud Light. She explained that her intention was to make the beer King of ‘Woke’ Beers (https://www.zerohedge.com/markets/watch-bud-light-vp-wants-be-king-woke-beers). **She wanted to shift away from the “out of touch” frat party image to one of “inclusivity.”** By all accounts (https://www.zerohedge.com/political/anheuser-busch-distributors-freaking-out-over-transgender-ad-campaign), she actually believed this. More likely, she was rationalizing actions that would earn her bragging rights within her social circle.

Digging through her personal biography, we find all the predictable signs of tremendous detachment from regular life: elite boarding school (Groton, $65K a year), Harvard, Wharton School, coveted internship at General Foods, and straight to top VP at the biggest beverage company in the world.

**Somehow through all that, nothing entered her brain apart from elite opinion on how the world should work with theories never actually tested by real-world marketing demands.** Would that she had worked at Chick-Fil-A at some point in her teen years, perhaps even preserving some friend relationships ever since. It might have protected her from this disastrous error.

_**She is a perfect symbol of a problem that afflicts high-end corporate and government culture: a shocking blindness toward the mainstream of American life, including working classes and other people less privileged.**_

They are invisible to this crowd. And her type is pervasive in corporate America with its huge layers of management developed over 20 years of loose credit and push for token representation at the highest levels.

**We’ve seen this manifest over three years and ruling-class types imposed lockdowns, masks, and vaccine mandates on the whole population without regard to the consequences** and with full expectation that the food will continue to be delivered to their doorsteps no matter how many days, months, or years they stay at home and stay safe.

The working classes, meanwhile, were shoved out in front of the pathogen to make their assigned contribution to herd immunity so that the rich and privileged could preserve their clean state of being, making TikTok videos and issuing edicts from their safe spaces for two or even three years.

In the late 19th century, the blindness of class detachment was a problem that so consumed Karl Marx that he became possessed with the desire to overthrow class distinctions between labor and capital. He kicked off a new age of the classless society under the leadership of the vanguard of the proletarian classes. In every country where his dreams became a reality, however, a protected elite took over and s…

https://www.zerohedge.com/political/what-bud-light-fiasco-reveals-about-ruling-class