#679: Growing a brand by focusing on the details that matter with Dominic Minogue, Dirty Water

There are a lot of great ideas for products and brands out there, but sometimes the difference between success and failure lies in getting the details right and understanding the customers and users of your product. Today we’re going to talk about growing a brand by focusing on the details that matter.

To help me discuss this topic, I’d like to welcome Dominic Minogue, CEO of Dirty Water, the world's first session hard seltzer, and a brand that started in New York City and has quickly grown well beyond, with some phenomenal and awards to match.

About Dominic Minogue
Dominic Minogue is the founder and CEO of Dirty Water, the world's first session hard seltzer that’s making the beverage industry dangerously refreshing. Dubbed “The Dive Bar Hard Seltzer," Dirty Water offers a crushable experience that’s not too sweet and not too carbonated with 4.5% ABV, 0 sugar, 0 carbs and only 90 calories.

As a lover of light beer and hard seltzer, Dom wanted to create a beverage that encapsulated the best of both while leaving the rest behind. A great light beer is unobtrusive, crisp and smooth with no frills and no worries about what to get because it’s the same every time. A great hard seltzer offers a healthier choice with less calories, carbs and sugar along with no gluten, however the fruity flavors almost always present a scenario of digging around to avoid an unfavorable flavor or two.

In comes Dirty Water - born a hard seltzer, but identifies as a light beer. One flavor, not too sweet, not too carbonated and just perfect for any occasion.
Prior to launching Dirty Water in 2024, Dom held various positions within the mobile gaming industry that also centered around the values of community and connection. Most recently, he was VP of Game Operations at Rewardify, a mobile games app that rewards players for their love of the game through cash prizes, where he standardized the company’s cash-economy and developed publishing models. He also led product marketing for Applovin’s Lion Studios where he achieved 2.5B downloads worldwide, tested over 1000 games and brought 30+ games to #1 on iOS and Android stores.

In addition, Dom is a food enthusiast and creator with 180K+ followers on TikTok at @dommelier where he gives quick recipes and how-to’s for preparing different cuisines from around the world.

RESOURCES
Dirty Water: https://www.dirtywaterbrand.com https://www.dirtywaterbrand.com

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