Tap reset: How Lagunitas is redefining beer culture with non-alc brews
Speed of Culture Podcast VideosOctober 23, 202500:26:40

Tap reset: How Lagunitas is redefining beer culture with non-alc brews

In this episode of The Speed of Culture, Matt Britton sits down with Hannah Dray, Chief Marketing Officer at Lagunitas Brewing Company, to explore how beer brands are navigating seismic cultural shifts. From reviving iconic packaging to launching functional and non-alcoholic innovations, Hannah shares how Lagunitas is reconnecting with its roots while steering the brand toward the future. She also dives into the “American party crisis,” Gen Z’s evolving relationship with alcohol, and why challenger brands must think differently to stay relevant.

[Timestamp: 01:48] – Reclaiming the Challenger Spirit
Lagunitas built its reputation on irreverence and bold design, and Hannah is determined to bring that edge back. By reintroducing iconic visuals like the bold IPA branding and the “Little Sumpin’” pin-up, the brand is reconnecting with its roots while updating for today’s consumers. Campaigns like the nationwide “Party Legend” search show how Lagunitas is using disruptive PR to generate outsized buzz. For Hannah, the lesson is clear: challenger brands thrive when they amplify what made them distinctive in the first place.

[Timestamp: 05:11] – Innovation Through “And, Not Or”
[Timestamp: 07:42] – Health, Wellness & Functional Futures
[Timestamp: 09:31] – On-Premise vs. Off-Premise Strategy
[Timestamp: 14:08] – Storytelling, Authenticity & AI
[Timestamp: 16:44] – Influencers & Music as Multipliers
[Timestamp: 20:06] – Leadership by Stepping Into Discomfort

Listen to Hannah Dray on The Speed of Culture to learn how Lagunitas is reviving its challenger roots while innovating for a new generation of consumers.

For more insights, visit our blog: https://www.suzy.com/blog/tap-reset-hannah-dray

Apple Podcast: https://suzy.news/yk9
Spotify Podcast: https://suzy.news/red

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