Client tradition is transferring 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 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 long run.
She additionally dives into the “American occasion disaster,” Gen Z’s evolving relationship with alcohol, and why challenger manufacturers should suppose in another way to remain related.
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 development 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 “Social gathering Legend” search. She has expanded distribution with companions like Alaska Airways and launched a shopper loyalty program with SharpEnd to deepen engagement.
Recognized 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 fame 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 right now’s shoppers. Campaigns just like the nationwide “Social gathering 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.
[05:11] Innovation Via “And, Not Or”: Lagunitas’ flagship beers stay the amount drivers, however innovation is what drives development. 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 & Practical 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 alerts 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 target 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 development 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 “Wedding ceremony Crashers.” Whereas AI can streamline duties, it can not change the real human connection the model champions. The main target 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 pressured.
[20:06] Management by Stepping Into Discomfort: Hannah credit her profession development to persistently selecting uncomfortable roles. From taking over Heineken’s experimental “Sub” model to introducing tequila-based beer at Dos Equis, she constructed her fame by embracing challenges others prevented. Her mantra: take the leap, consider in your self, and deal with discomfort as a development engine. For leaders, staying nonetheless is the higher threat—progress comes by way of studying in movement.
