Shopper tradition is shifting quicker than ever and the beer business is feeling the strain. 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 and marketing officer at Lagunitas Brewing Firm, to discover how beer manufacturers are navigating seismic cultural shifts. 

From reviving iconic packaging to launching purposeful 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 occasion disaster,” Gen Z’s evolving relationship with alcohol, and why challenger manufacturers should assume in a different way to remain related.

We’re seeing a decline in alcohol sales, new findings from the U.S. Surgeon General, and younger generations seeking healthier ways to get their kicks.

Since becoming a member of Lagunitas in 2023, Hannah has shortly risen from senior model director to CMO, overseeing iconic merchandise like Lagunitas IPA whereas driving progress in non-alcoholic and purposeful 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 “Celebration Legend” search. She has expanded distribution with companions like Alaska Airways and launched a shopper 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 shopper perception to maintain manufacturers related in fast-changing markets.

Key Takeaways:

[01:48] Reclaiming the Challenger Spirit: Lagunitas constructed its repute on irreverence and daring design, and Hannah is set to convey 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 at this time’s shoppers. Campaigns just like the nationwide “Celebration Legend” search present how Lagunitas is utilizing disruptive PR to generate outsized buzz. For Hannah, the lesson is obvious: challenger manufacturers thrive once they amplify what made them distinctive within the first place.