The appointment of Peggy—who claimed she wanted to work for a brand with "moxie"—is part of a broader push to capture a new generation of drinkers. The campaign, directed by Eli Walker and written by Timothy Thatcher, highlights the humorous contrast between corporate office tropes and the brand's startup culture. Beyond the social media spots, which include partnerships with the WNBA’s Dallas Wings, the company is scaling its physical presence.
In section Releases
Girl Beer Recruits 80-Year-Old Intern Amidst Retail Expansion
Peggy, an 80-year-old former meatpacker and bridge enthusiast, has joined the staff of Los Angeles-based startup Hurray’s Girl Beer. The brand, known for its irreverent marketing, is documenting the unlikely hire in a mockumentary-style social media campaign while simultaneously pushing into 15 new states across the U.S.
Girl Beer has secured shelf space at major retailers including Walmart, Whole Foods, Kroger, Albertsons, Hy-Vee, and Cub Foods. Alongside this expansion, the company has reformulated its signature light lager, reducing the calorie count from 100 to 95 per serving. Launched in 2024, the brand continues to focus on a 4.2% ABV profile featuring organic fruit flavors like Pineapple Yuzu and Tangerine, positioning its products as a modern alternative in a traditional beer aisle.
Comments (0)
No comments yet. Be the first!