{"id":96227,"date":"2025-09-30T18:42:54","date_gmt":"2025-09-30T18:42:54","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/09\/30\/how-non-alcoholic-brews-are-remaking-beer-culture-with-lagunitas\/"},"modified":"2025-09-30T18:43:58","modified_gmt":"2025-09-30T18:43:58","slug":"how-non-alcoholic-brews-are-remaking-beer-culture-with-lagunitas","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/09\/30\/how-non-alcoholic-brews-are-remaking-beer-culture-with-lagunitas\/","title":{"rendered":"How Non-Alcoholic Brews Are Remaking Beer Culture With Lagunitas"},"content":{"rendered":"

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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.<\/p>\n

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.\u00a0<\/p>\n

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.\u00a0<\/p>\n

She additionally dives into the \u201cAmerican occasion disaster,\u201d Gen Z\u2019s evolving relationship with alcohol, and why challenger manufacturers should assume in a different way to remain related.<\/p>\n

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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.<\/p>\n

At Lagunitas, she has revived nostalgic icons just like the \u201cLittle Sumpin\u2019\u201d pin-up, introduced science-driven IPAs to market, and executed headline-grabbing activations such because the nationwide \u201cCelebration Legend\u201d search. She has expanded distribution with companions like Alaska Airways and launched a shopper loyalty program with SharpEnd to deepen engagement.\u00a0<\/p>\n

Identified for her challenger mindset<\/a> 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.<\/p>\n