Scott Baird
Brine & Shine: How Donna’s Pickle Beer Is Building a Cult Following One Sip at a Time
On this episode of Pitch Lab, we cracked open a can of Donna’s Pickle Beer and an even better story with co-founder Scott Baird—a hospitality lifer whose career spans from world-renowned cocktail bars to roadside burger joints. Alongside his longtime collaborator Josh Jancewicz, Scott has created a beer that’s turning heads, dividing palates, and somehow bringing everyone together over the polarizing power of pickles.
From a texted crayon sketch to nearly 10,000 cases shipped monthly, Donna’s Pickle Beer is more than a quirky idea—it’s a masterclass in authenticity, gut instinct, and brand storytelling.
The Origin Story: Pickles, Moms, and Mick Jagger?
It all started with Donna—Josh’s mom and the muse behind the brand. A legend in her own right, Donna’s love of deli-style pickles inspired a childhood ritual of ordering extra plates of them anytime they went out to eat. Years later, Josh had a lightbulb moment: What if that nostalgic, briny flavor lived inside a beer?
The origin story on the can involves Donna, a jar of pickles, and an unexpected kiss from Mick Jagger. Is it true? Scott won’t say. But that’s part of the charm. As he puts it: “I want you to believe.”
From Crayon to Can
The first can design wasn’t born in a marketing war room—it was hand-sketched by Josh with a crayon out of pure love for vintage beer branding. That sketch became the face of Donna’s Pickle Beer, a visual that stands out on shelves and sparks instant curiosity. And that curiosity is the first ingredient in their secret sauce.
No Sales Team. No Ads. No Problem.
Since their launch in late 2022, Donna’s has scaled from 100 cases a month to nearly 10,000—without a single salesperson or massive marketing budget. How? Word-of-mouth. Relationships. Street cred.
Scott and Josh are veterans of the hospitality world, and their network shows up. Bartenders, chefs, and bar owners around the country have embraced the product not just for the novelty, but because it’s actually good. “We can walk into the best cocktail bar in town, and odds are, we know the owner,” says Scott.
They’ve leaned into the community. When people try the beer, they want to talk about it. It makes them laugh. Even pickle-haters are charmed. And that emotional connection has driven explosive, organic growth.
Going Wide, Not Deep
Against conventional wisdom, Donna’s chose to scale nationally instead of focusing on one region. Scott and Josh ignored the typical “concentric circles” go-to-market approach and went wide—getting into markets coast-to-coast via friends, fans, and favors. The gamble paid off.
Within six weeks, they hit 60 barrels—a milestone their brewing incubator, Pilot Project, projected would take a year.
The Product: A Crushable, Dill-Forward Lager
Let’s be clear: this isn’t a joke beer. Donna’s Pickle Beer is a crisp, refreshing American lager brewed with real pickle brine. It’s not overpowering, but hits you with that same salt-lime zip you get from dropping a wedge into a Mexican lager.
“It’s not a beer you overthink,” says Scott. “It’s not a double dry-hopped dissertation. It’s fun. It’s simple. It’s good.”
That simplicity makes it relatable—and it makes people smile.
Why They’re Raising Now
Donna’s recently launched a WeFunder campaign, seeking up to $1 million in funding. Here’s what they plan to do with it:
Get Josh out of his day job and fully focused on growing the brand
Build a small, regional sales team to support key markets
Invest in professional marketing while maintaining their creative voice
Lower cost of goods by buying ingredients and packaging in bulk
Expand merchandise, which sells out almost instantly after every drop
They’re not chasing hyper-growth—they’re looking to scale the right way. For Scott and Josh, it’s about keeping the magic, not selling their souls.
What’s Next: Stadiums, Pickleball, and Tokyo Kiosks?
From major U.S. stadiums (like those serviced by Legends Hospitality) to pickleball partnerships, the future of Donna’s is brimming with playful possibilities. They've even fielded international interest—from Sweden to Japan to Mexico. Scott jokes about launching a Tokyo kiosk with pickle beer, pickle dogs, and merch. But you get the sense he’s only half kidding.
They envision Donna’s becoming the Blue Moon of Pickle Beer—a gateway drink for people who want something fun, refreshing, and different. And with a wave of pickle products hitting the mainstream (from Heinz collabs to Popeyes menus), their timing couldn’t be better.
Where to Find Donna’s Pickle Beer:
WeFunder: Invest in the brine wave
Instagram: @donnaspicklebeer
Email: scott@donnaspicklebeer.com | josh@donnaspicklebeer.com
Phone: Yes, Scott gave it out. He’s that real: 510-414-2352
Final Word from Scott:
“You’ll relish every sip. Be nice. Drink beer. Have fun. That’s it.”
Pitch Lab is produced and distributed by Merrick Studios and hosted by Merrick Chief Creative Officer, Tom Frank and communications specialist, Jackie Hampton. Tune in to hear this thought-provoking brand discussion on Apple Podcasts, Spotify, YouTube, or wherever you catch your podcasts.
