The battle for 0.0% alcohol category leadership was heating up. A growing trend emerged with the rise of 0.0% alcohol microbreweries offering craft beer flavors without the alcohol. The market for non-alcoholic beverages was rapidly expanding, but nobody owned the category yet. Hairless Dog had the potential to capitalize on this trend and position itself as the leader—but only with the right strategy to accelerate brand awareness and spark high-velocity sales growth.

These innovative brews cater to health-conscious individuals, those avoiding alcohol, and anyone seeking a refreshing drink without the effects of traditional beer. Don't position 0.0% as a compromise—make it a choice. Blend quality craftsmanship with mindful consumption, reshaping the beer industry by opening new market opportunities for a broader audience. Make sobriety sophisticated.

In a 3-week sprint, developed complete brand foundation and go-to-market strategy: Brand strategy positioning Hairless Dog as craft-first, alcohol-second (or never) Identity and packaging that looked like premium craft beer, not health food Visual system that celebrated the craft, not the absence of alcohol Go-to-market plan designed for rapid category dominance

Executed a comprehensive launch leveraging social media, PR, and a targeted experiential sampling program to drive both consumer and distributor awareness, positioning the brand for rapid growth and 0.0% category leadership.