You've never had
a beer with your
best friend.
Until now.

A gut-healthy, non-alcoholic brew made for dogs. Designed to sit in the beer cooler, not the pet aisle. The first brand to own this shelf.

$2.8B

Projected pet beverage
market by 2033

Allied Market Research, 2024

12%

Category CAGR
2025 to 2033

Allied Market Research, 2024

Brands owning
this shelf

Beer aisle, off-premise retail

The Gap

Nobody is talking
to the dog owner
in the beer aisle.

Beer is America's number one alcoholic beverage. Dogs live in nearly half of all U.S. households. Millennials, the largest craft beer audience, are also the generation most likely to treat their dog like family. These two audiences are the same person.

And yet every dog drink on the market is shelved in pet specialty, packaged like a wellness supplement, and positioned at feeding time. Nobody has walked it across the store and put it in the beer cooler, where the consumer already is, holding their wallet.

Beer isn't bought on impulse. It's bought for a moment. The wind-down after work. The Sunday game. The back porch in summer. These are the most dog-dense moments of the week — and every single one of them ends with a can cracking open for one of them and nothing for the other. The gap isn't just a shelf gap. It's an occasion gap.

47%

of the entire craft beer market is Millennials
the same generation that drives 30% of all U.S. pet ownership

Some buddies bring out the best in you.

The Competitive Landscape

The Competitive Landscape

Every other brand

Pet aisle. Wellness framing.

DoggyRade, Woof & Brew, Tiki Pets, The Honest Kitchen — every player is shelved in pet specialty and positioned as a functional health product.

Good Boys

Beer aisle. Occasion and wellness.

The only brand that owns the shelf, the occasion, and the function. Nobody else is even in this quadrant.

The Cultural and Category Moment

Good Boys isn't creating a category.
It's entering a very old one
with a new drinker.

Cultural Credibility

Beer culture has decades of visual language, emotional shorthand, and occasion architecture already built. Spuds MacKenzie. Dogs Playing Poker. The Budweiser Clydesdales. Good Boys inherits all of it and turns the dog from supporting cast to main character.

Functional Story

Broth-based formula provides genuine hydration, protein, and nutritional value. Vet-safe, clean-label ingredients satisfy the scrutiny of the modern pet parent who reads the panel before they buy. The product earns its place on the shelf by working as well as it looks.

Channel Advantage

Off-premise alcohol retail is completely untouched. Liquor store placement creates earned media on arrival. First-mover in this channel builds a moat before the category consolidates. The window is open. Not for long.

● ● ●

The Occasion Advantage

The dog is already in the room.
He's just not in the round.

The After-Work Crack

The wind-down is the most dog-dense moment of the day. He met you at the door. He's on the couch. The can is for one of you.

The Sunday Game

Celebratory drinking is pack drinking. The dog is already on the couch. He already knows when something good happened. He just doesn't have a can.

The Back Porch

Summer evenings. Patio nights. Road trips. If 25% of owners bring their dog everywhere, the cooler is already a Good Boys moment waiting to happen.

The Positioning

"A dog drink that plays on every trope of beer culture, because your dog deserves a round too."

This is not a pet wellness brand. It's a beer brand where the dog is the drinker. The product is broth-based, non-alcoholic, and vet-safe, but the identity is drawn entirely from beer culture: the can design, the brand voice, the SKU names, the occasion. Distribution begins in liquor stores, brewery taprooms, and beer-forward retail, not PetSmart. The cultural tension of a dog beer sitting in a cooler next to human craft beer is the marketing.

Good Boys Bitter · 10 FL. OZ.

The Product

Good Boys
Dog Beer.

A broth-based, non-alcoholic brew formulated specifically for dogs. Clean ingredients. Vet-safe. Built to look exactly like it belongs in a beer cooler, because it does. The six-pack your dog has always deserved.

Bone Marrow Broth

Carrots

Sweet Potato

Barley Malt Syrup

Zero Alcohol

Gut-Healthy Formula

✓ Vet-Safe · Clean-Label · Dog-Tested

Why It Works

Broth-based formula provides genuine hydration, protein, and nutritional value. Vet-safe, clean-label ingredients satisfy the scrutiny of the modern pet parent who reads the panel before they buy. This product has a real functional story, not just a shelf gimmick.

The Consumer

The person buying
that craft IPA is the exact same person
who will buy this.

65M

U.S. dog-owning
households

APPA 2025 Survey

47%

Of craft beer market
is Millennials

Brewers Association

30%

Of all U.S. pet owners
are Millennials

APPA / Pawlicy 2025

$2,500

Avg. annual spend
per dog owner

APPA 2025 Survey

Edison Briefing · Issue 01

Dog Owner Pulse

A weekly read on the changing psychology of the modern dog owner. From-to shifts, tensions on watch, and territory opportunities.

↓ Download Brief

No published study has measured the overlap between beer drinkers and dog owners, because nobody has built a brand at that intersection yet. The data doesn't exist. That's not a problem. That's the opportunity.

The Proof of Concept

The aisle doesn't reward
the best product. It rewards
the best brand.

Three companies proved it. One commodity at a time.

Dude Wipes

It's a wet wipe.

They built a brand with the swagger of a locker room and the voice of a sports bar. The product never changed. The brand made it impossible to ignore.

$100M+ revenue · Walmart, Target, Amazon

Liquid Death

It's water in a can.

They branded death, sustainability, and punk rock onto the most commoditized product on earth. The most talked-about beverage brand of the last decade — built on tap water.

$1.4B valuation · Fastest growing non-alcoholic beverage in the U.S.

Liquid IV

It's a hydration powder packet.

They built an aspirational wellness brand around a product that has been in hospitals for decades. Positioned it as a lifestyle essential. The brand did what the product alone never could.

Acquired by Unilever · Reported $700M

Good Boys

Good Boys is the same bet. A product simple enough to understand in one second, made impossible to ignore by a brand that owns the shelf, the occasion, and the audience.

The Brand

Inexhaustible
creative territory.

Decades of beer advertising, its nostalgia, its brotherhood, its reverence for the end-of-day moment, applied to a dog holding a can. The creative territory is endless. These are just the first frames.

Print · "Some Buddies"

The leather chair. The GB sweater. The framed photo of his human. Deadpan. Perfect.

Print · "The Game"

Dogs Playing Poker meets classic beer ad. Cultural memory activated.

Campaign · "Beer For Dogs"

Three frogs. A bayou dock. A man and his dog with a cold one. The Budweiser parody that writes itself.

Opportunity · The Influencer Play

The dog is already part of the personal brand. Pet owners with audiences are a natural distribution channel — and Good Boys is the first product that fits the moment they're already filming.

Product Hero · "For Him"

Dog paw on an ice-cold can. This Boy's For Him. The product shot that belongs in a beer cooler, not a pet store.

Don't listen to us.

Listen to the dog.

For years Cosmo watched that end-of-day beer crack open and waited. On the outside of the best moment of the day. Not anymore.

Cosmo · Chief Tasting Officer · Good Boys Brewing Co.

The Tone

Deadpan, not wacky. The dogs don't talk or do silly voices. They sit in the leather chair and stare you down. The absurdity does the work.

The Aesthetic

Classic 1970s beer ad energy. Warm, painterly, nostalgic. Dogs Playing Poker meets a craft six-pack. Visual language that earns its place on the shelf.

The Platform

"Have a beer with your best friend." Not ironic. Not precious. Just two buddies on the couch, both with a cold one. Finally.

Billy Jones

Founder · Good Boys Brewing Co.

The Founder

"Most brand people can't run a business. Most operators can't build a brand. I've done both. Good Boys is what that looks like."

Hootsuite

Chief Marketing Officer Led all marketing at a $350M ARR SaaS company. Managed a $15M budget and a 60-person team. Drove the largest quarter of enterprise pipeline in company history: $9.5M inbound in Q1 2026.

Brown-Forman

Agency Lead (Energy BBDO) Grew the Brown-Forman/BBDO relationship +30% in year one. Deep expertise in how spirits and beer brands are built, distributed, and sold in off-premise retail.

Mars Petcare

National Lead, Mars Wrigley and Cesar Led global campaigns for Mars Wrigley and the Cesar pet brand. Direct experience in how the world's largest pet company thinks about channel strategy and brand architecture.

BBDO

SVP, Creative Account Leadership Fifteen years across Energy BBDO Chicago and Clemenger BBDO Melbourne. Led global work for Mars Wrigley, LinkedIn, Facebook, Lay's, Wells Fargo, and Golden State Warriors.

Credentials

B.S. Media Studies, University of Illinois. MIT Design Lab: Mastering Design Thinking. Mini-MBA with Mark Ritson, Marketing Week. 2x SXSW Keynote Speaker on AI and Creativity.

Cannes Gold Lion x2

Cannes Silver Lion x2

Bronze Spike

2x SXSW Keynote

Golden Carousel Pitch Award

You've never hada beer with yourbest friend.Until now.

Nobody is talkingto the dog ownerin the beer aisle.

Good Boys isn't creating a category.It's entering a very old onewith a new drinker.

Good BoysDog Beer.

The person buyingthat craft IPA is the exact same personwho will buy this.

The aisle doesn't rewardthe best product. It rewardsthe best brand.

Inexhaustiblecreative territory.

The shelfnobody owns.Until now.