The executive fired after nearly destroying Bud Light is now working for LIV Golf, a move many ridicule as a huge PGA win.
Alissa Heinerscheid, who is now working for LIV Golf, was fired by Bud Light in 2023 after the fiasco of her comments that the beer brand had become too “fratty,” and that she was planning to revamp the beer’s image.
Heinerscheid’s comments were part of a one-two punch—the other being the ad campaign with transgender activist Dylan Mulvaney—that knocked Bud Light from its long-time perch as the nation’s top-selling beer.
After news broke that Heinerscheid had signed on with LIV, social media users scoffed at the would-be golf giant for the move.
“The lady that almost single-handedly destroyed the Bud Light brand is now at LIV Golf,” social media user James Laerty wrote. “Huge win for the PGA!”
The lady that almost single-handedly destroyed the Bud Light brand is now at LIV Golf.
— James Laverty (@JamesLaverty45) April 8, 2025
Huge win for the PGA! https://t.co/78X9WK4ZI8 pic.twitter.com/b9K4zOdepu
Many others agreed that LIV has made a terrible mistake by hiring Heinerscheid.
@livgolf_league I drank but light for years until Heinerscheid single handily killed the Brand. Order a bud light in a Sports bar you got harassed. It killed Bud-Light. LIV Golf in sports bar? Not with trans lover Heinerscheid on your team. https://t.co/JXjDvE6woq
— Michael Rowan (@goinwithrowan) April 9, 2025
Beyond Parody: LIV Golf — the league trying to make pro-golf tournaments more like massive frat parties — has hired the lady that almost killed @BudLight, who infamously said she hated Bud Light's "fratty" image.
— Will Hild (@WillHild) April 8, 2025
Good luck with that,@LIVgolf_league! https://t.co/4XNo7Vmz40 pic.twitter.com/WBp3KJ2Tci
New ad campaign coming soon, @LIVgolf_league? pic.twitter.com/6UOSIDc8Le
— Will Hild (@WillHild) April 8, 2025
The Lady Who Helped Tank Bud Light Works For LIV Golf Now, Alissa Heinerscheid
— Titan (@TitanNash44) April 9, 2025
The fact that Alissa Heinerscheid of Bud Light fame now works for LIV Golf is really the perfect ending. Cuz when you can't make an honest living anymore you take the dirty Saudi money. 😂
— Insatiable Autodidact (@SDarby1964) February 8, 2025
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