Episode #679: Growing a Brand by Focusing on the Details that Matter with Dominic Minogue, Dirty Water

Release Date: May 21, 2025
Host: Greg Kihlström
Guest: Dominic Minogue, CEO of Dirty Water
Podcast: The Agile Brand with Greg Kihlström®

Introduction

In episode #679 of The Agile Brand with Greg Kihlström®, host Greg Kihlström welcomes Dominic Minogue, the CEO of Dirty Water, the world's first session hard seltzer. This episode delves into the meticulous strategies behind growing a successful consumer packaged goods (CPG) brand by honing in on the critical details that resonate with both consumers and industry partners.

Guest Background and Brand Inception

Dominic Minogue shares his unconventional journey into the CPG space. Coming from a diverse background that includes mobile gaming, ad tech, performance marketing, and fashion merchandising, Dominic highlights his transition into alcohol beverages:

"I always knew I wanted to do something physical... I was drinking a lot of light beers to unwind from long days of work, but I also wanted to become more health-conscious." [02:32]

Inspired by the absence of a vodka soda equivalent in convenient can forms, Dominic identified a gap in the hard seltzer market. This realization led to the creation of Dirty Water in 2022, launching officially in 2024.

Strategic Launch in New York City

Launching Dirty Water in New York City presented both opportunities and challenges. Dominic explains his rationale:

"Being a CPG founder, especially in the alcohol space, you need to be boots on the ground... New York City allows easy access to numerous accounts just by walking a few blocks." [04:37]

However, he also reflects on the competitiveness of the market:

"New York City is the most competitive market in the country. Everyone's fighting for shelf space... much harder than starting in a smaller hometown." [05:26]

Despite the intense competition, the strategic decision to operate in NYC allowed Dirty Water to tap into diverse communities and build strong local connections.

Community Engagement and Organic Growth

Dominic emphasizes the importance of intentional community penetration coupled with organic growth:

"The intention of penetrating within specific communities was always the goal. Seeing how it grew past into different communities... is beyond my wildest dreams." [07:04]

By integrating into various New York City communities—arts, music, fashion, and running—Dirty Water established a broad and engaged consumer base. This cross-pollination of social circles facilitated unexpected partnerships and expanded brand reach organically.

Building Strong Industry Partnerships: Bartenders as Advocates

A pivotal aspect of Dirty Water's success is positioning the brand as the bartender's best friend:

"You want to have advocates at the point of sale... the bartenders are going to give suggestions and talk about what the product's good for." [08:09]

Dominic highlights the advantage of offering a single-flavor, versatile product:

"With Dirty Water, it's so clean and easy. You can modify it without the shelf space constraints of multiple flavors." [09:38]

This approach not only simplifies inventory for bars but also encourages bartenders to experiment and personalize the beverage, enhancing customer experiences.

Product Design: Versatility by Design

The versatility of Dirty Water emerged as both a strategic choice and a happy discovery:

"The versatility was a happy finding 100%. But by design, I wanted it to be something very sessionable." [11:37]

Dominic contrasts Dirty Water with traditional hard seltzers, which often have overpowering flavors:

"Other hard seltzers are palate killers... I wanted something where the flavor almost goes away instantly, so you can keep sipping without buildup." [11:48]

This flavor-neutral design allows consumers to enjoy Dirty Water on its own or as a base for creative mixology, catering to a broader audience.

Targeting Diverse Audiences

Dirty Water's marketing strategy focuses on three primary audiences:

1. Service Workers and Hospitality Professionals: Building relationships with bartenders and bar managers who act as brand advocates.
2. Post-Grad Drinkers: Targeting individuals who engage in session drinking culture, such as extended happy hours and social gatherings.
3. Influencer Socialites: Engaging with New York City's tastemakers who influence broader consumer trends.

"These influencers have a trickle-down effect where their choices influence others over time." [14:38]

This multi-faceted approach ensures Dirty Water resonates across various segments, fostering both immediate and long-term brand loyalty.

Brand Positioning: The Dive Bar Hard Seltzer

Dirty Water has carved a niche as the "dive bar Hard Seltzer," embodying unpretentious and easy-drinking qualities:

"The dive bar Hard Seltzer encapsulated the idea of unpretentious, classic enjoyment." [14:55]

Dominic envisions Dirty Water as a heritage brand akin to long-established light beer brands, aiming for timeless recognition and consistent consumer preference.

Measuring Success: Beyond Traditional KPIs

While traditional metrics like case volume and new account openings are essential, Dominic values "soft wins" more:

"Finding people who love the product and having one-on-one conversations is what keeps me going." [18:13]

These personal endorsements and genuine consumer connections provide momentum and validation that numbers alone cannot capture.

Staying Agile: Embracing Experimentation

Dominic's approach to maintaining agility involves continuous experimentation and learning:

"I always try to go out, do it, try it, MVP it, get feedback... and learn for next time." [19:29]

By staying open to new ideas and fostering a culture of iterative improvement, Dirty Water remains responsive to market changes and consumer needs.

Conclusion

Episode #679 of The Agile Brand offers valuable insights into the deliberate and detail-oriented strategies that have propelled Dirty Water from inception to success in the competitive hard seltzer market. Dominic Minogue's emphasis on community engagement, industry partnerships, versatile product design, and authentic consumer connections exemplifies the principles of building an agile and resilient brand. Listeners gain a comprehensive understanding of the intricacies involved in creating a beloved CPG brand amidst dynamic market landscapes.

Learn More:
To explore more about Dominic Minogue and Dirty Water, visit the show notes.
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