>>> BUD LIGHT’S TRANSGENDER
ACTIVISTS AND INFLUENCE HER
DYLAN MULVANEY.
THE BEER GIANT HAS SEEN THE
MARKET VALUE PLUMMET NEARLY
$5 BILLION SINCE ANNOUNCING THE
PARTNERSHIP WITH DYLAN.
A DECISION WHICH WAS REPORTEDLY
MADE WITHOUT INPUT FROM SENIOR
EXECUTIVES.
CAN WE FACT CHECK THAT?
JUST DAYS BEFORE THE PARTNERSHIP
WENT PUBLIC, BUD LIGHT’S VICE
PRESIDENT OF MARKETING OUTLINES
A PLAN TO DRASTICALLY OVERHAULED
THE BRAND’S IMAGE.
>> I HAD THIS SUPER CLEAR.
WE NEED TO EVOLVE AND ELEVATE
THIS INCREDIBLY ICONIC BRAND.
IT MEANS INCLUSIVITY.
IT MEANS SHIFTING THE TONE. WE HAD THIS HANGOVER.
WE HAD THIS HANGOVER.
BUD LIGHT HAD BEEN A BRAND OF
FRAT, OUT OF TOUCH HUMOR AND IT
WAS REALLY IMPORTANT THAT WE HAD
ANOTHER APPROACH.
>> WHY DO THESE PEOPLE ON THE
LEFT TO REDEFINE WORDS?
ELEVATE.
YOU GET INTO AN ELEVATOR.
ELEVATE MEANS RISE.
EVOLVE MEANS YOU GROW.
IT DOESN’T NECESSARILY MEAN WHAT
SHE SAID.
THIS IS NOT A DE I MOMENT.
NOT NECESSARILY.
HERE IS WHAT IS INTERESTING.
HOW COULD ALL OF THAT BE GOING
ON ON ZOOM AND NOT ONE SINGLE
SENIOR EXECUTIVE KNEW THAT THE
WHOLE COMPANY ANHEUSER-BUSCH WAS
ABOUT TO MAKE AN IMAGE SWITCH?
>> THIS IS WHY THE DE I STUFF IS
SO CORROSIVE.
IT’S A MARKETING MANAGER FOR A
BEER COMPANY.
SHE THINKS HER JOB IS TO EVOLVE
AND ELEVATE AND RAISE AN
INCREASE INCLUSIVITY.
SHE’S A BEER SALESMAN.
THE JOB OF A MARKETING MANAGER
AT BUDWEISER IS TO SELL
BUDWEISER.
AND SO, THE QUESTION SHOULD BE
IN THE MARKETING MEETING, IS
THIS GOING TO SELL MORE BEER OR
HURT THE BEER SALES?
THE FACT THAT NOBODY WAS WILLING
TO RAISE THAT QUESTION, WHY IS
THAT?
BECAUSE MAYBE THEY WOULD BE
LABELED TRANCE PHOBIC.
MAYBE THEIR WORDS WOULD CREATE A
HOSTILE WORK ENVIRONMENT.
RIGHT NOW LINKEDIN SAYS THE
SECOND FASTEST GROWING JOB IN
AMERICA IS DE I MANAGER.
THAT MEANS THAT EVERY MAJOR
COMPANY IN AMERICA IS HIRING A
POLITICAL COMMISSAR WHOSE JOB IS
TO PROMOTE INCLUSIVITY AND PUSH
DOWN THE PEOPLE WHO WOULD SAY
THIS MIGHT BE A DUMB IDEA.
THIS IS NOT NECESSARILY OUR
DEMOGRAPHIC.
WE HAVE TO SELL BEER.
SO MANY PEOPLE WANT TO WORK FOR
SOCIAL JUSTICE ORGANIZATIONS BUT
DON’T WANT SOCIAL JUSTICE
ORGANIZE IN SALARIES.
SHE’S MAKING $450,000.
QUIT YOUR JOB AND TAKE A PAY CUT
AND WORK FOR SOCIAL JUSTICE
OTHERWISE, SELL BEER.
>> WHERE OR THESE PEOPLE GETTING
THIS EXPERIENCE IN THE LANE THAT
POPPED UP OUT OF THE WOKE SKY?
>> THEY ARE GRIFTERS AND
OPPORTUNISTS.
THEY SEE DOLLAR SIGNS.
THEY SAID I CAN DO SOMETHING
LIKE THAT.
LIKE JUSTIN PEARSON, ONE OF THE
TENNESSEE THREE.
HE WAS A CLEAN-CUT YOUNG MAN
TALKING ABOUT BIPARTISANSHIP AND
NOW HE IS SOME PERSON WHO IS
JUST EMOTING FROM A PODIUM.
SEEN THAT HE MIGHT HAVE BEEN
LESS THAN THAT IF THEY HADN’T
CANCELED HIM.
>> EXACTLY.
BUT I THINK IS SO FUNNY IS THAT
INCLUSIVITY MEANS CUTTING OUT
WOMEN, CUTTING OUT THE FAIRER
SEX.
IF MY WOMANHOOD IS NOT A
COSTUME, WHY ARE YOU LETTING MEN
DO WOMEN’S JOBS?
WE PLAYED SPORTS.
I PLAYED SPORTS IN COLLEGE.
I PLAYED SOCCER.
YOU HAVE 40 ATHLETES SIGNING A
DOCUMENT SAYING DON’T BAN TRANCE
KIDS.
WOMEN ARE ACTUALLY FIGHTING FOR
OUR ABILITY TO HAVE A NORMAL
CHILDHOOD AND NORMAL EXPENSES.
THEY ARE PULLING UP THE LADDER
BEHIND THEM.
IT DOESN’T MAKE SENSE.
>> YOUR HUSBAND, FORMER MAJOR
LEAGUE BASEBALL PLAYER, MIGHT
HAVE FEELINGS IN YOUR HOUSEHOLD
ABOUT THIS.
WHAT DO YOU GUYS THINK ABOUT THE
WHOLE IDEA?
THAT EXPERIENCE AT GAMES HAS TO
DO WITH IMBIBING A BIT FOR SOME.
>> MY HUSBAND IS NOT A BIG
IMBIBE HER, I WILL SAY.
ALTHOUGH I ENCOURAGE HIM TOO.
PUTTING THAT ASIDE, IT JUST
BEFUDDLES ME THAT COMPANIES DO
THIS.
IT IS EVERYWHERE IN SPORTS.
IT IS IN BEER, AT DISNEY.
FOX NEWS HAD A GREAT WRITE UP
ABOUT DISNEY’S BRAND.
DISNEY’S JOB IS TO MAKE MOVIES.
THERE IS A GREAT MOVIE.
FROZEN IS A GREAT MOVIE.
THEN THEY VENTURE INTO THIS
TERRITORY OF TRYING TO CHANGE
KIDS MINDS LIKE DISNEY+ PUTTING
OUT SOMETHING DENOUNCING ABRAHAM
LINCOLN TALKING ABOUT WHITE
FRAGILITY.
THEY LOST 2.4 MILLION
SUBSCRIBERS.
THIS IS THE CONSEQUENCE OF
GETTING INTO THAT TERRITORY.
>> WE HAVE A CONCEPT A VOID FOR
VAGUENESS.
THE ISSUE IN PART IS BECAUSE NO
ONE CAN DEFINE THAT.
WHILE EVERYONE IS TRYING TO
APPOINT A DIVERSITY AND
INCLUSION OFFICER, HOW THEN ARE
THEY GOING TO ENSURE THE
SPECIFICITY THAT MOST OF US
OPERATE UNDER WILL BE APPLIED
THERE?
THE REASON THEIR SUCH A
DISCONNECT BETWEEN THE SENIOR
LEVEL AT BUD LIGHT AND HERS IS
BECAUSE SHE SAYS INCLUSIVITY,
GOT IT.
I WILL GO IN AND GET THIS PERSON
THAT’S THE TOTAL OPPOSITE OF
WHAT EVERYONE WANTS TO SEE ON A
BEER CAN.
THE SENIOR EXECUTIVES ARE
PATTING THEMSELVES ON THE BACK.
SHE WILL TOTALLY NAIL IT.
CUT TO THE WHOLE WORLD TURNS
THEIR BACK.
THIS LEVEL, THE LACK OF
SPECIFICITY AND DEFINITION IN
THIS WHOLE MURKY NEW TERRITORY
OF BEING WOKE.
NO WONDER IT IS SO CORROSIVE.
UNFORTUNATELY IT’S NOT JUST THE
SECTOR.
IT IS IN OUR GOVERNMENT TOO.