To launch a beer ironically named after Senator Volstead, who prohibited the consumption of alcohol in the 1920's, we hid the beer as they did at that time.
In bars, it wasn’t available at the counter. Instead the bartender would tell you were it was hidden. When purchased online, the website would first appear to be selling toys, before revealing the real website when resized. And when someone place an order, we delivered the beer hidden in toys or juice cartons.
As they say, forbidden fruit tastes sweeter.