Scott Baird - Donna's Pickle Beer

Pitch Lab

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 Jankovic, 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.

Key Takeaways:

1. Start with joy, and the rest will follow.
   The best brands are built from something real. Donna’s isn’t a marketing stunt—it’s a personal tribute, and that sincerity shows.
2. Don’t wait for permission.
   From a crayon sketch to a national brand, Scott and Josh moved on instinct and tapped their community instead of chasing VC approval.
3. Fun sells.
   Whether it’s the product, the packaging, or the story, Donna’s has leaned into humor, curiosity, and nostalgia—and people can’t help but share it.
4. Relationships matter.
   The reason Donna’s is in 40+ states with no sales team is simple: people like Scott and Josh. That goodwill drives everything.
5. Pickles are polarizing—and that's a good thing.
   You don’t need everyone. You just need the 75% who are on Team Pickle to show up, sip, and spread the word.

Learn more about Donna's Pickle Beer campaign on Wefunder at:
https://wefunder.com/donnaspicklebeer

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.