Girl Beer's Ray Biebuyck on Bridging the Gaps and Winning in Hard Seltzer Sets

On the precipice of a massive rollout, Girl Beer founder Ray Biebuyck joined the Brewbound Podcast to discuss wholesaler selection, product placement, social-first marketing and the brand's first major sports partnership with the WNBA's Dallas Wings. The fruit-forward flavored lager has found that it's more at home among hard seltzers than the beer aisle, Biebuyck explained. Girl Beer targets legal-drinking-age (LDA) women drinkers, who are more often shopping for beyond beer products. "We find that getting that consumer over to beer, what it takes is placing directly in the set where they're going to," Biebuyck explained. Before the featured interview, the Brewbound team discusses recent beer industry headlines, including bev-alc's run at spooky season, Boston Beer's Q3 earnings results and Mark Anthony's forthcoming RefreshAde.