• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Hairless Dog Brewing is working with Periscope to market and sell non-alcoholic beer, attract the sober curious

September 30, 2019Pretty Much a Press Release

Periscope, a fully integrated creative agency with offices all over the world, has been named agency of record for Hairless Dog Brewing, the first “truly alcohol-free craft beer brand” made in the United States. As the demand for low-to-zero alcohol beverages grows by an expected 32 percent by 2022, Periscope will help the brand launch a number of new brews, including its signature IPA and Black Ale, and capture the attention of the “sober curious,” a term referring to people making more health-conscious choices free from alcohol.

As agency of record, Periscope will provide end-to-end creative solutions for Hairless Dog Brewing and be a leader in the overall shift for marketers within the adult beverage category.

“We are navigating uncharted territory with a one-of-a-kind product that is helping push forward a social movement. We needed more than an agency, we needed a true partner capable of paving a new way for product marketing,” said Hairless Dog Brewing CEO Jeff Hollander. “Periscope brings that to the table alongside world class integrated creative capabilities and a level of passion for our work that matches our own.”

“Hairless Dog is a cultural innovator and hungry to do things differently, just like Periscope,” said Periscope CEO Liz Ross. “We are excited to join forces and produce trailblazing creative work that authentically engages this growing audience demanding a different way to drink and a different kind of product.”

The integrated marketing effort, which will include brand strategy, brand creative, package design solutions, social media strategy and execution, website design and development and public relations, aims to accelerate the beer brand’s national growth. With messaging such as “Party Like There’s a Tomorrow” and “0.0% Regrets,” the goal is to capture the attention of people looking for a healthier alternative to alcoholic beverages.

“Our brand is uncompromising — uncompromising in life and social situations, and also uncompromising in quality and taste for people who, like us, are pursuing mindful wellness and are tired of NA beers with no flavor,” said Hairless Dog Cofounder Paul Pirner. “Periscope was the perfect choice as they are boundary pushers and will lead us down the best path rather than the easiest path for our brand as we expand nationally.”

Periscope Chief Creative Officer Peter Nicholson added, “With Hairless Dog, we will not just speak to people but to culture. This relationship is the start of something big, as we aim to impact not just the non-alcoholic category, but the beverage industry in general.”

Periscope and Hairless Dog Brewing will discuss upcoming campaign work onstage at Advertising Week New York on September 26 at 2 p.m. EDT, where they will also join Sober Curious thought leader and acclaimed author Ruby Warrington for a panel presentation, titled, “Meet the Sober Curious: Bursting the alcohol industry bubble.”

CCBA California Craft Beer Summit
State of California Craft Beer: Covid recovery challenged by competition, consolidation
beer question mark cbb crop mystery question
Analyst speculates on Heineken acquiring Boston Beer, stock jumps
United States Bartenders’ Guild now has access to WOTVS Hospitality Assistance Program
Tröegs new canning line will increase production and accommodate new packaging types

Reader Interactions

Comments

  1. Nick Stolz says

    September 30, 2019 at 6:48 pm

    Alex Stolz

    Log in to Reply
    • Alex Stolz says

      September 30, 2019 at 7:08 pm

      I could get behind a NA IPA

      Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • State of California Craft Beer: Covid recovery challenged by competition, consolidation
  • MicroStar Logistics launches Network Services Division to manage reusable plastic pallets for the beer Industry
  • Analyst speculates on Heineken acquiring Boston Beer, stock jumps
  • United States Bartenders’ Guild now has access to WOTVS Hospitality Assistance Program

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • CCBA California Craft Beer SummitState of California Craft Beer: Covid recovery challenged by competition, consolidation
    March 23, 2023
  • Koga-brothers-karben4Karben4 Brewing to relaunch Ale Asylum brand
    March 20, 2023
  • 4 steps to understanding the filtration process in craft beer
    March 20, 2023
  • newbelgium_2023_wildnectar-shopping-basket_family_IMG_2Beyond beer: Examples of craft breweries exploring canned cocktails
    March 16, 2023
  • brooklyn 35 featureBrooklyn Lager turns 35 and more beers to know this week
    March 14, 2023
  • Backwoods Brewing to open a 19-acre resort called Party Acres in the Columbia River gorge this May
    March 13, 2023

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2023 · CBB Media LLC