How Non-Alcoholic Brews Are Remaking Beer Culture With Lagunitas

Client tradition is shifting quicker than ever and the beer business is feeling the stress. As Gen Z drinks much less, prioritizes wellness, and redefines social connection, manufacturers face the problem of staying related with out shedding their DNA.On this episode of The Velocity of Tradition, Matt Britton sits down with Hannah Dray, chief advertising officer at Lagunitas Brewing Firm, to discover how beer manufacturers are navigating seismic cultural shifts. From reviving iconic packaging to launching practical and non-alcoholic improvements, Hannah shares how Lagunitas is reconnecting with its roots whereas steering the model towards the longer term. She additionally dives into the “American social gathering disaster,” Gen Z’s evolving relationship with alcohol, and why challenger manufacturers should suppose in a different way to remain related. Since becoming a member of Lagunitas in 2023, Hannah has rapidly risen from senior model director to CMO, overseeing iconic merchandise like Lagunitas IPA whereas driving progress in non-alcoholic and practical drinks. Earlier than Lagunitas, Hannah spent over a decade at Heineken, culminating as model director for Dos Equis, the place she launched tequila-based improvements and disruptive campaigns.At Lagunitas, she has revived nostalgic icons just like the “Little Sumpin’” pin-up, introduced science-driven IPAs to market, and executed headline-grabbing activations such because the nationwide “Occasion Legend” search. She has expanded distribution with companions like Alaska Airways and launched a client loyalty program with SharpEnd to deepen engagement. Identified for her challenger mindset and willingness to lean into discomfort, Hannah helps Lagunitas reassert its place as a craft beer chief. Her profession displays a constant theme: embracing threat, cultural shifts, and client perception to maintain manufacturers related in fast-changing markets.Key Takeaways:[01:48] Reclaiming the Challenger Spirit: Lagunitas constructed its status on irreverence and daring design, and Hannah is decided to deliver that edge again. By reintroducing iconic visuals just like the daring IPA branding and the Little Sumpin’ pin-up, the model is reconnecting with its roots whereas updating for immediately’s shoppers. Campaigns just like the nationwide “Occasion Legend” search present how Lagunitas is utilizing disruptive PR to generate outsized buzz. For Hannah, the lesson is evident: challenger manufacturers thrive once they amplify what made them distinctive within the first place.[05:11] Innovation By “And, Not Or”: Lagunitas’ flagship beers stay the quantity drivers, however innovation is what drives progress. The model pioneered non-alcoholic craft with IPNA and continues to broaden with merchandise like Hoppy Refresher and Hazy IPNA. Hannah emphasizes that it’s not about changing beer however increasing selection, giving shoppers choices that match altering tastes and social events. Success comes from treating innovation as an addition to the core, not a risk to it.[07:42] Well being, Wellness & Useful Futures: Client priorities are shifting towards wellness, performance, and alternate options to alcohol. Hannah factors to the rise of Delta-9 merchandise, GLP-1 medication, and practical drinks as indicators that “buzz with out booze” is right here to remain. For Lagunitas, staying related means leaning into these shifts whereas guaranteeing merchandise keep true to the model’s DNA. The main focus is on creating drinks that mirror cultural adjustments with out shedding authenticity.[09:31] On-Premise vs. Off-Premise Technique: Channel context is shaping how Lagunitas builds its portfolio. Off-premise, packaging should command consideration and talk identification on the shelf. On-premise, simplicity and drinkability are key, which drove the choice to launch Hazy IPA in bars first earlier than increasing nationally. Hannah explains that tailoring launches to consumption context is what sustains relevance and progress throughout each areas.[14:08] Storytelling, Authenticity & AI: For Lagunitas, actual individuals, not algorithms, outline the model story. Hannah stresses that authenticity comes from spotlighting staff, fan-favorite recipes, and experiential stunts like “Wedding ceremony Crashers.” Whereas AI can streamline duties, it can’t exchange the real human connection the model champions. The main focus stays on storytelling that displays actuality, not artificial content material.[16:44] Influencers & Music as Multipliers: Lagunitas makes use of influencers selectively, selecting companions who embody the model’s daring, unconventional identification. Native creators drive credibility in its California heartland, whereas nationwide platforms just like the Lagunitas Amphitheatre and NPR Tiny Desk construct attain. Music and comedy collaborations add one other layer, mixing cultural relevance with leisure. The result’s affect that feels earned, not compelled.[20:06] Management by Stepping Into Discomfort: Hannah credit her profession progress to constantly selecting uncomfortable roles. From taking over Heineken’s experimental “Sub” model to introducing tequila-based beer at Dos Equis, she constructed her status by embracing challenges others averted. Her mantra: take the leap, imagine in your self, and deal with discomfort as a progress engine. For leaders, staying nonetheless is the higher threat—progress comes by means of studying in movement.