Brownstone Institute
What the Bud Light Fiasco Reveals about the Ruling Class
From the Brownstone Institute
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?
Dylan, who had previously been interviewed 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 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 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. She wanted to shift away from the “out of touch” frat party image to one of “inclusivity.” By all accounts, 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 secured themselves from the consequences of their deluded dreams.
The people who in recent decades have drunk so deeply from the well of the Marxian tradition seem to be repeating that experience with complete disinterest in the lower classes, while pushing a deepening chasm that only became worse in the lockdown years in which they have controlled the levers of power.
It was startling to watch, and I could hardly believe what was happening. Then one day the incredibly obvious dawned on me. All official opinion in this country and even the whole world – government, media, corporations, technology – emanated from the same upper echelons of the class structure. It was people with elite educations and who had the time to shape public opinion. They are the ones on Twitter, in the newsrooms, fussing with the codes, and enjoying the laptop life of a permanent bureaucrat.
Their social circles were the same. They knew no one who cut trees, butchered cows, drove trucks, fixed cars, and met payroll in a small restaurant. The “workers and peasants” are people the elites so otherized that they became nothing more than non-playing characters who make stuff work but are not worthy of their attention or time.
The result was a massive transfer of wealth upwards in the social ladder as digital brands, technology, and Peloton thrived, while everyone else faced a barrage of ill health, debt, and inflation. As classes have grown more stratified – and, yes, there is a reason to worry about the gap between the rich and the poor when malleability is restricted – the intellectual producers of policy and opinion have constructed their own bubble to protect themselves from by being soiled by contrary points of view.
They want the whole world to be their own safe space regardless of the victims.
Would lockdowns have happened in any other kind of world? Not likely. And it would not have happened if the overlords did not have the technology to carry on their lives as normal while pretending that no one was really suffering from their scheme.
The Bud Light case is especially startling because the advent of commercial society in the high Middle Ages and through the Industrial Revolution was supposed to mitigate against this sort of myopic stratification. And this has always been the most compelling critique of Marx: he was raging against a system that was gradually winnowing away the very demarcations in classes that he decried.
Joseph Schumpeter in 1919 wrote an essay on this topic in his book Imperialism and Social Classes. He highlighted how the commercial ethos dramatically changed the class system.
“The warlord was automatically the leader of his people in virtually every respect,” he wrote. “The modern industrialist is anything but such a leader. And this explains a great deal about the stability of the former’s position and the instability of the latter’s.”
But what happens when the corporate elites, working together with government, themselves become the warlords? The foundations of market capitalism begin to erode. The workers become ever more alienated from final consumption of the product they have made possible.
It’s been typical of people like me – pro-market libertarians – to ignore the issue of class and its impact on social and political structures. We inherited the view of Frederic Bastiat that the good society is about cooperation between everyone and not class conflict, much less class war. We’ve been suspicious of people who rage against wealth inequality and social stratification.
And yet we do not live in such market conditions. The social and economic systems of the West are increasingly bureaucratized, hobbled by credentialism, and regulated, and this has severely impacted class mobility. Indeed, for many of these structures, exclusion of the unwashed is the whole point.
And the ruling class themselves have ever more the mindset as described by Thorstein Veblen: only the ignorable do actual work while the truly successful indulge in leisure and conspicuous consumption as much as their means allow. One supposes that this doesn’t hurt anyone…until it does.
And this certainly happened in very recent history as the conspicuous consumers harnessed the power of states all over the world to serve their interests exclusively. The result was calamity for rights and liberties won over a thousand years of struggle.
The emergent fissures between the classes – and the diffusions of our ruling class into many sectors public and private – suggest an urgency for a new consciousness of the real meaning of the common good, which is inseparable from liberty. The marketing director of Bud Light talked a good line about “inclusivity” but she plotted to impose everything but that. Her plan was designed for the one percent and to the exclusion of all the people who actually consume the product, to say nothing for the workers who actually make and deliver the product she was charged with promoting.
That the markets have so brutally punished the brand and company for this profound error points the way to the future. People should have the right to their own choices about the kind of life they want to live and the products and services they want to consume. The dystopia of lockdowns and woke hegemony of public opinion – complete with censorship – have become the policy to overturn if the workers are ever to throw off the chains that bind them.
The boycotts of Bud Light are but a beginning.
Author
From the Brownstone Institute
By 
Who Controls the Administrative State?
President Trump on March 20, 2025, ordered the following: “The Secretary of Education shall, to the maximum extent appropriate and permitted by law, take all necessary steps to facilitate the closure of the Department of Education.”
That is interesting language: to “take all necessary steps to facilitate the closure” is not the same as closing it. And what is “permitted by law” is precisely what is in dispute.
It is meant to feel like abolition, and the media reported it as such, but it is not even close. This is not Trump’s fault. The supposed authoritarian has his hands tied in many directions, even over agencies he supposedly controls, the actions of which he must ultimately bear responsibility.
The Department of Education is an executive agency, created by Congress in 1979. Trump wants it gone forever. So do his voters. Can he do that? No but can he destaff the place and scatter its functions? No one knows for sure. Who decides? Presumably the highest court, eventually.
How this is decided – whether the president is actually in charge or really just a symbolic figure like the King of Sweden – affects not just this one destructive agency but hundreds more. Indeed, the fate of the whole of freedom and functioning of constitutional republics may depend on the answer.
All burning questions of politics today turn on who or what is in charge of the administrative state. No one knows the answer and this is for a reason. The main functioning of the modern state falls to a beast that does not exist in the Constitution.
The public mind has never had great love for bureaucracies. Consistent with Max Weber’s worry, they have put society in an impenetrable “iron cage” built of bloodless rationalism, needling edicts, corporatist corruption, and never-ending empire-building checked by neither budgetary restraint nor plebiscite.
Today’s full consciousness of the authority and ubiquity of the administrative state is rather new. The term itself is a mouthful and doesn’t come close to describing the breadth and depth of the problem, including its root systems and retail branches. The new awareness is that neither the people nor their elected representatives are really in charge of the regime under which we live, which betrays the whole political promise of the Enlightenment.
This dawning awareness is probably 100 years late. The machinery of what is popularly known as the “deep state” – I’ve argued there are deep, middle, and shallow layers – has been growing in the US since the inception of the civil service in 1883 and thoroughly entrenched over two world wars and countless crises at home and abroad.
The edifice of compulsion and control is indescribably huge. No one can agree precisely on how many agencies there are or how many people work for them, much less how many institutions and individuals work on contract for them, either directly or indirectly. And that is just the public face; the subterranean branch is far more elusive.
The revolt against them all came with the Covid controls, when everyone was surrounded on all sides by forces outside our purview and about which the politicians knew not much at all. Then those same institutional forces appear to be involved in overturning the rule of a very popular politician whom they tried to stop from gaining a second term.
The combination of this series of outrages – what Jefferson in his Declaration called “a long train of abuses and usurpations, pursuing invariably the same Object” – has led to a torrent of awareness. This has translated into political action.
A distinguishing mark of Trump’s second term has been an optically concerted effort, at least initially, to take control of and then curb administrative state power, more so than any executive in living memory. At every step in these efforts, there has been some barrier, even many on all sides.
There are at least 100 legal challenges making their way through courts. District judges are striking down Trump’s ability to fire workers, redirect funding, curb responsibilities, and otherwise change the way they do business.
Even the signature early achievement of DOGE – the shuttering of USAID – has been stopped by a judge with an attempt to reverse it. A judge has even dared tell the Trump administration who it can and cannot hire at USAID.
Not a day goes by when the New York Times does not manufacture some maudlin defense of the put-upon minions of the tax-funded managerial class. In this worldview, the agencies are always right, whereas any elected or appointed person seeking to rein them in or terminate them is attacking the public interest.
After all, as it turns out, legacy media and the administrative state have worked together for at least a century to cobble together what was conventionally called “the news.” Where would the NYT or the whole legacy media otherwise be?
So ferocious has been the pushback against even the paltry successes and often cosmetic reforms of MAGA/MAHA/DOGE that vigilantes have engaged in terrorism against Teslas and their owners. Not even returning astronauts from being “lost in space” has redeemed Elon Musk from the wrath of the ruling class. Hating him and his companies is the “new thing” for NPCs, on a long list that began with masks, shots, supporting Ukraine, and surgical rights for gender dysphoria.
What is really at stake, more so than any issue in American life (and this applies to states around the world) – far more than any ideological battles over left and right, red and blue, or race and class – is the status, power, and security of the administrative state itself and all its works.
We claim to support democracy yet all the while, empires of command-and-control have arisen among us. The victims have only one mechanism available to fight back: the vote. Can that work? We do not yet know. This question will likely be decided by the highest court.
All of which is awkward. It is impossible to get around this US government organizational chart. All but a handful of agencies live under the category of the executive branch. Article 2, Section 1, says: “The executive Power shall be vested in a President of the United States of America.”
Does the president control the whole of the executive branch in a meaningful way? One would think so. It’s impossible to understand how it could be otherwise. The chief executive is…the chief executive. He is held responsible for what these agencies do – we certainly blasted away at the Trump administration in the first term for everything that happened under his watch. In that case, and if the buck really does stop at the Oval Office desk, the president must have some modicum of control beyond the ability to tag a marionette to get the best parking spot at the agency.
What is the alternative to presidential oversight and management of the agencies listed in this branch of government? They run themselves? That claim means nothing in practice.
For an agency to be deemed “independent” turns out to mean codependency with the industries regulated, subsidized, penalized, or otherwise impacted by its operations. HUD does housing development, FDA does pharmaceuticals, DOA does farming, DOL does unions, DOE does oil and turbines, DOD does tanks and bombs, FAA does airlines, and so on It goes forever.
That’s what “independence” means in practice: total acquiescence to industrial cartels, trade groups, and behind-the-scenes systems of payola, blackmail, and graft, while the powerless among the people live with the results. This much we have learned and cannot unlearn.
That is precisely the problem that cries out for a solution. The solution of elections seems reasonable only if the people we elected actually have the authority over the thing they seek to reform.
There are criticisms of the idea of executive control of executive agencies, which is really nothing other than the system the Founders established.
First, conceding more power to the president raises fears that he will behave like a dictator, a fear that is legitimate. Partisan supporters of Trump won’t be happy when the precedent is cited to reverse Trump’s political priorities and the agencies turn on red-state voters in revenge.
That problem is solved by dismantling agency power itself, which, interestingly, is mostly what Trump’s executive orders have sought to achieve and which the courts and media have worked to stop.
Second, one worries about the return of the “spoils system,” the supposedly corrupt system by which the president hands out favors to friends in the form of emoluments, a practice the establishment of the civil service was supposed to stop.
In reality, the new system of the early 20th century fixed nothing but only added another layer, a permanent ruling class to participate more fully in a new type of spoils system that operated now under the cloak of science and efficiency.
Honestly, can we really compare the petty thievery of Tammany Hall to the global depredations of USAID?
Third, it is said that presidential control of agencies threatens to erode checks and balances. The obvious response is the organizational chart above. That happened long ago as Congress created and funded agency after agency from the Wilson to the Biden administration, all under executive control.
Congress perhaps wanted the administrative state to be an unannounced and unaccountable fourth branch, but nothing in the founding documents created or imagined such a thing.
If you are worried about being dominated and destroyed by a ravenous beast, the best approach is not to adopt one, feed it to adulthood, train it to attack and eat people, and then unleash it.
The Covid years taught us to fear the power of the agencies and those who control them not just nationally but globally. The question now is two-fold: what can be done about it and how to get from here to there?
Trump’s executive order on the Department of Education illustrates the point precisely. His administration is so uncertain of what it does and can control, even of agencies that are wholly executive agencies, listed clearly under the heading of executive agencies, that it has to dodge and weave practical and legal barriers and land mines, even in its own supposed executive pronouncements, even to urge what might amount to be minor reforms.
Whoever is in charge of such a system, it is clearly not the people.
Author
From the Brownstone Institute
By
“People are reacting because they hear things about me that aren’t true, characterizations of things I have said that are simply not true. When they hear what I have to say, actually, about vaccines, everybody supports it.”
Robert F. Kennedy, Jr. has been confirmed as Secretary of the US Department of Health and Human Services.
Within hours, my news feed was populated with angsty articles hand-wringing about the future of vaccines under Kennedy, whom legacy media and the establishment are certain would confiscate life-saving vaccine programs, raising the spectre of mass waves of illness and death.
In particular, this quote from Senator Mitch McConnell (R-KY), the only Republican who voted against Kennedy’s confirmation, appeared over and over again:
“I’m a survivor of childhood polio. In my lifetime, I’ve watched vaccines save millions of lives from devastating diseases across America and around the world. I will not condone the re-litigation of proven cures, and neither will millions of Americans who credit their survival and quality of life to scientific miracles.”
Yet, I could not find one piece of mainstream coverage of this quote that mentioned the astonishing fact that 98% of polio cases in 2023, the most recent year for which we have full data, were caused by the polio vaccine.
You read that correctly. In 2023, 12 wild polio cases were recorded (six in Afghanistan, six in Pakistan), with a further 524 circulating vaccine-derived cases, mostly throughout Africa. This trend is in keeping with data from the previous several years.
An important contextualising detail, wouldn’t you think?
The cause of this polio resurgence is that the world’s poor are given the oral polio vaccine (OPV), which contains a weakened virus that can replicate in the gut and spread in feces, causing vaccine-derived outbreaks.
People in rich countries get the inactivated polio vaccine (IPV), which does not contain live virus and therefore does not carry the risk of spreading the very disease it’s vaccinating against.
The World Health Organization (WHO) and vaccine-promoting organisations say that the way out of the problem is to vaccinate harder, as the argument goes that outbreaks only occur in under-vaccinated communities.
This may be well and good, but the total omission of the fact from media coverage that the goalposts have shifted from eradicating wild polio (not yet complete but nearly there, according to the WHO) to eradicating vaccine-derived polio (the main problem these days) underscores that this is why hardly anyone who knows anything trusts the media anymore.
A member of my extended family has polio. It’s nasty and life-altering and I wouldn’t wish it on anyone.
That’s why I would hope that any vaccines given would be safe – contracting polio from the supposedly preventative vaccine is the worst-case scenario, second only to death.
This is Kennedy’s expressly stated aim.
“When people actually hear what I think about vaccines, which is common sense, which is vaccines should be tested, they should be safe, everyone should have informed consent,” he said at his confirmation press conference.
“People are reacting because they hear things about me that aren’t true, characterisations of things I have said that are simply not true.
“When they hear what I have to say, actually, about vaccines, everybody supports it.”
Grown-ups who support vaccines can walk and chew gum. From the point of view of the public health establishment, the polio vaccine has prevented millions of cases and has nearly eradicated the disease.
At the same time, the world’s poorest are afflicted with polio outbreaks which we can work to prevent, and the safety of all polio vaccine products on the market should be subject to the rigorous standards applied to all other medicines.
Unless you think that poor people don’t matter, in which case the status quo might suit you fine.
Republished from the author’s Substack
Author
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