Los Angeles-based Hurray’s Girl Beer won the 16th edition of the Brewbound Live Pitch Slam.
The female-focused “intentionally subversive, rebellious” brand bested five other finalists before a panel of industry experts to claim the top spot. Finalists included Match Point Brewing, Meli, SoCal Vibes Co, Beer Girl, and Starbase Brewing. The brand was selected from a semifinal round on Wednesday, in which 11 entrepreneurs delivered two-minute pitches about their brands.
In her four-minute final round pitch, Hurray’s Girl Beer founder Ray Biebuyck told the story of her brand’s mission to make a beer for female-identified drinkers that stands out from other pink-washed attempts in the industry.
“If beer were able to capture a net new female consumer that is opting for hard seltzer, hard kombucha and better-for-you beverages, it could represent over a $14 billion opportunity,” she said. “So we’re aiming to solve just that.”
Biebuyck argued that “it’s no secret that the industry has struggled to bring in a younger consumer and broaden its base of female beer drinkers,” and offered her line of light beers as a product that can bring a new consumer into the beer category at mass scale.
Emerging from the COVID-19 pandemic with plans to change the stigmas of the beer industry and challenge cringey consumer marketing, Biebyuck put her two years of experience at Vermont’s Shacksbury cider to work. Hurray’s Girl Beer launched in September with two flavors, Pineapple Yuzu and Blueberry Lavender, retailing at $11.99 for a 6-pack, with ambitions for new flavors and variety packs next year.
The beer has made it into 80 doors across Los Angeles, including Whole Foods and BevMo! via self-distribution in a U-Haul rental. The founder is working off the belief that brands exist both on the shelf and on social algorithms.
“Competition is not just what’s in the store, but also the next video on Tiktok,” she said.
To keep their audience engaged, the company has taken a “Liquid Death approach, but the girl version,” creating a satirical post-ironic brand that’s self aware. That looks like guerilla marketing campaigns asking followers to buy the beer to alleviate the founder from credit card debt or comedians-as-ambassadors doing samplings at retailers, or responding cheekily to critiques of the silver can’s straightforward packaging.
Judges applauded the founder for a refreshing, fun addition to the beer space.
“I think there’s a huge underrepresented market out there. You’ve identified that,” said Eric Phillips, chief commercial officer of Schilling Cider. “I think there’s a lot of people in this room, both on the retail side and the distributor side, that also understand that.”
Nathan Grover, executive director of bar and beverage at Applebee’s Neighborhood Grill + Bar, however did caution that the founder should help buyers understand how Hurray’s Beer Girl can help them grow and not to the detriment of other categories.
“We’re always looking for incrementality,” he said.
The judges for the final round included Rebecca Maisel, senior vice president of government and legal affairs at Gulf Distributing Holdings; Samuel Chawinga, co-founder of People’s Republic of South Central; Eric Phillips, chief commercial officer of Schilling Cider; and Nathan Grover, executive director of bar and beverage at Applebee’s Neighborhood Grill + Bar.
In addition to bragging rights, the champion will walk away with a one-year data and consulting package from NIQ and 3 Tier Beverages, a Brewbound advertising package valued at $10,000 and featured coverage on Brewbound.com. They’ll join the cohort of previous winners including People’s Republic of South Central, Sunboy, Funkytown Brewery, Lunar Hard Seltzer, Crowns and Hops, Willie’s Superbrew, Novo Brazil Brewing, Armada Brewing, and Border X Brewing.
All 11 contestants will receive a one-month data and consulting package from NIQ and 3 Tier.