Ray Biebuyck, founder of Hurray and the bold, satirical Girl Beer line, joins us to share how she left investment banking to build a beverage brand that challenges the male-dominated beer industry.

After starting her beverage journey at Shacksbury Cider in Vermont, Ray saw a major gap in the market: beer products that actually resonated with women. She dug into consumer data, ran blind taste tests, and built Girl Beer from the ground up — blending product-led innovation with a rebellious voice that’s gained a cult following on social media.

We talk about subverting industry norms, building a brand from scratch, and what it takes to go from kitchen trials to chain retail rollout.