Based in Minneapolis, Minnesota, Jeff Hollander is a sales and marketing industry veteran with over 25 years of experience. He’s a seasoned real estate investor and serial entrepreneur with an acquisition portfolio exceeding 165 million in volume. After his children were born, he decided to adopt a lifestyle absent of alcohol to ensure he was fully present for the joy of fatherhood. That’s where the idea for Hairless Dog Brewing was born. In 2018, Jeff and co-founder Paul Pirner joined forces to create truly alcohol-free craft beer, changing the game in the NA beverage industry. Jeff and Paul are proud of Hairless Dog’s status as the country’s first truly 0.0% ABV craft beer.
What is Hairless Dog Brewing Company all about?
Hairless Dog Brewing Company is all about creating a bold and interesting craft beer experience that’s truly alcohol-free. A beverage that you drink for what it is, not what it isn’t.
Tell us a little bit about your background and how you started your company?
My co-founder, Paul Pirner, and I were old friends and craft beer lovers who had each decided (independently of one another) to adopt an alcohol-free lifestyle. We met up at a party one day – the only ones with water in our hands – and discussed how much we missed a good craft beer. The flavor, mouthfeel, finish – all of it. To us, NA beers in the market at that time missed the mark on several levels, and we wanted to make it right. We were also tired of feeling like we were missing out on some of the sociability of the craft beer scene because we were drinking pop or water. We met up for coffee a few days later, and the rest is history.
What are your plans, how do you plan to grow this company?
Our expansion is now primarily through retail outlets and our online store, with sales of a new 4-can sampler pack, 6-packs, 12-packs, and cases, plus subscriptions that are available in several combinations of styles. We’re currently available in about 30 states through various retailers and are continuing to build that network. We have new delicious new styles entering the market in 2021.
What was the biggest problem you encountered with your business and how did you overcome it?
It was a great problem to have, but scaling production and distribution to meet demand as quickly as we had to was a huge challenge. We started out with 1,000 cases and put them out locally here in the Twin Cities. We sold out almost immediately and realized exactly what we’d started. We had to quickly find larger-scale, capable partners (co-packers, suppliers, distributors) who could help us ramp up without losing the homebrew vibe we believed in.
“Be as prepared for success as you are for failure” was the lesson there.
What is the top mistake you made starting your business and what did you learn from it?
My favorite mistake was in our early days. We set out to make an IPA and sent the recipe to our co-packer and ordered a few pallets. When the product arrived, it tasted good, but nothing like an IPA. We changed the name and put new labels on the bottles (we were still hand labeling post brew back then), and it ended up being our best seller. We made some tweaks to the recipe and now is on the market as our Citra Lager. The lesson here is don’t freak out when you think you’ve made a mistake. It might not be a mistake.
How do you separate yourself from your competitors?
Most NA beer brands create their product through traditional brewing methods and then remove the alcohol by boiling it. We found this unsatisfactory for two reasons: first, you are not creating truly NA beer. Many of our competitors actually do contain alcohol. Second, a lot of off-flavors are created from boiling out the alcohol, which can modify the flavor. Our process never introduces alcohol so all the carefully crafted flavor stays put.
What are the things you do daily to grow as an entrepreneur?
Mostly I make sure I listen to music very, very loud. I pay attention to trends, I work out, laugh, listen to people I feel are smarter than I am. I’m only as effective an entrepreneur as I am a father, son, friend, all of it. So as difficult as it can be some days, I believe living a balanced life keeps me centered and able to lead the company as my best self.
What is the one thing you wish you knew before starting your business?
I wish I’d had a crystal ball to see COVID-19 coming. I would have made bleach wipes.
What has been your most effective marketing strategy to grow your business?
Early on, we did industry shows, tastings, and sample sessions to grow brand awareness and get word of mouth going. When we first started, there wasn’t anyone else really trying to make NA beer at a craft level, so we had a lot to prove. And the best way to prove yourself is by letting people experience it for themselves. We’ve always been out there on social media, but with the pandemic, we’ve shifted even more to digital strategies for every phase of the consumer journey.
If you only had 1000 dollars to start a new business, knowing everything you know now, how would you spend it?
It’s what we did with Hairless Dog: investing in the product. Without the right product, no amount of marketing or sales will sustain you.
What’s your best piece of advice for aspiring and new entrepreneurs?
Something my dad said to me when I was considering jumping into Hairless Dog full-time has stuck with me and remains important to consider. I was wrestling with whether or not to leave a very successful position and put everything on the line for the Hairless Dog brand and asked him, “Dad, what if I fail?” He said, “I can think of worse things than failure.” It’s so important to live out your dreams, take risks and find your passion. Even if there is the potential to fail.
What is your favorite quote?
We have to continually be jumping off cliffs and developing our wings on the way down.
― Kurt Vonnegut
How can we get in touch with you?
You can connect with us through our company website Hairless Dog Brewing Company. You can also email me at jeff@drinkhairlessdog.com
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