How Non-Alcoholic Brews Are Remaking Beer Culture With Lagunitas

[05:11] Innovation By way of “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 increase 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: Shopper priorities are shifting towards wellness, performance, and options to alcohol. Hannah factors to the rise of Delta-9 merchandise, GLP-1 medication, and purposeful drinks as alerts that “buzz with out booze” is right here to remain. For Lagunitas, staying related means leaning into these shifts whereas making certain merchandise keep true to the model’s DNA. The main focus is on creating drinks that replicate cultural modifications 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 folks, not algorithms, outline the model story. Hannah stresses that authenticity comes from spotlighting workers, fan-favorite recipes, and experiential stunts like “Marriage ceremony Crashers.” Whereas AI can streamline duties, it can’t change 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 persistently selecting uncomfortable roles. From taking over Heineken’s experimental “Sub” model to introducing tequila-based beer at Dos Equis, she constructed her repute by embracing challenges others prevented. Her mantra: take the leap, consider in your self, and deal with discomfort as a progress engine. For leaders, staying nonetheless is the better threat—progress comes by studying in movement.