The appointment of Peggy—who claimed she wanted to work for a brand with "moxie"—is part of a broader push to capture a new generation of drinkers. The campaign, directed by Eli Walker and written by Timothy Thatcher, highlights the humorous contrast between corporate office tropes and the brand's startup culture. Beyond the social media spots, which include partnerships with the WNBA’s Dallas Wings, the company is scaling its physical presence.

Girl Beer has secured shelf space at major retailers including Walmart, Whole Foods, Kroger, Albertsons, Hy-Vee, and Cub Foods. Alongside this expansion, the company has reformulated its signature light lager, reducing the calorie count from 100 to 95 per serving. Launched in 2024, the brand continues to focus on a 4.2% ABV profile featuring organic fruit flavors like Pineapple Yuzu and Tangerine, positioning its products as a modern alternative in a traditional beer aisle.