BEER GIRL

Disrupting a Male-Dominated Industry

Beer Girl had the voice, the vision, and the founder people wanted to root for, but in a category historically built for men, she needed a brand strategy that could scale without losing her spark. Through content strategy, creative direction, and brand positioning, I helped turn Beer Girl from a product into a cultural disruptor people screenshot, share, and talk about.

A body of work created during my time at The Conduite (Creative Strategist, 2025)

  • I developed a TikTok-first growth plan built around community and cultural commentary. The goal was simple: grow credibility and virality without ever making her sound like a brand trying too hard.

  • I led creative across TikTok, Instagram, and paid media, from scrappy carousels to social ads, keeping everything bold, unfiltered, and fun. Every piece of content was made to feel like it lived in her world, not outside of it.

  • Beer Girl started to break through as more than just a beverage. She was featured in ProBrewer and had a LinkedIn post hit 2K+ likes, positioning her as a true disruptor in a male-dominated category. Engagement grew, her voice stayed sharp, and the system we built gave her the foundation to scale without losing the spark that made people care in the first place.

    With strategy driving creative, Beer Girl evolved from a viral TikTok presence into a brand with staying power. She’s now recognized as a disruptor in the beer space, spotlighted on LinkedIn and stocked at major cultural moments like Coachella and Stagecoach.

    Our work helped define her voice, grow her audience, and scale a brand that still feels grassroots. Now sold direct-to-consumer, with merch drops expanding the ecosystem, Beer Girl isn’t just selling beer, she’s building a movement.

PRESS HITS

Featured in a LinkedIn post by Cecilya Amorim, this press hit garnered significant engagement with 2,096 likes, 72 comments, and 98 reposts. It highlights the impact of brands like Unwell Hydration and Beer Girl as they disrupt traditionally male-dominated industries through strong brand identity, authenticity, and direct audience engagement.

An article from ProBrewer about Beer Girl beer, which targets women consumers. The page features a photo of beer cans with the 'Beer Girl' logo and slogan, surrounded by decorative stickers that say 'beergirl' and 'GIRLS WHO BEER brgerirl'.
Poster with the headline 'Why Female Brands Win in Male-Dominated Industries,' featuring three beverage cans labeled 'beergirl,' 'WELL,' and 'WELL' with flavors 'mango citrus' and 'strawberry.' Additional text includes 'GIRLS WHO BEER' and the Instagram handle '@CecilyaAmorim,' with design elements like a red flower-shaped logo with 'beergirl' inside and a ticket-style tag reading 'beergirl'.
A page discussing strong brand identity with a flexed bicep emoji, set against a background of sky and clouds.
Instagram post about 'Beer Girl', showing a woman wearing a red and white baseball cap with the 'Beer Girl' logo and holding a matching mug. The post highlights a new player in the beer industry promoting women's empowerment at the beer table.
A social media post discussing the importance of authenticity and representation in branding, with a quote from Cecilya Amorim.
A printed text titled 'Challenge Norms' with a smiling face emoji. The text discusses the marketing of hydration and beer industries, challenging stereotypes and stigma, and encourages building industry around broader demographics.
Social media post with text emphasizing that Unwell Hydration and Beer Girl are shifting industries. Includes graphics of a phone with 'beergirl' repeatedly written on the screen and a flower-shaped logo with 'bg'.
A woman holding a large poster with the words 'beer for the Girls' repeated on it, with cans of Beer Girl beer displayed at the bottom right. The poster and cans have a red and white color scheme.

Featured in ProBrewer by Tom McCormick, this article highlights Beer Girl, a new beer brand designed to redefine the space for women in the beer industry. Founded by Caroline Foulk, Beer Girl challenges the notion that beer is “too heavy” for women by offering a 3.5% ABV, Mexican-style lager brewed with traditional techniques. With a direct-to-market distribution strategy, Beer Girl is not just selling beer—it’s reshaping the conversation around who beer is for.

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