The Speed of Culture Podcast:

"Tap Reset: How Lagunitas is Redefining Beer Culture with Non-Alc Brews"
Date: September 30, 2025
Host: Matt Britton (Founder & CEO, Suzy)
Guest: Hannah Dray (Chief Marketing Officer, Lagunitas Brewing Company)

Episode Overview

This episode explores how Lagunitas Brewing Company is responding to shifting cultural, social, and consumer trends within the beer industry. Matt Britton and CMO Hannah Dray discuss everything from the resurgence of the brand's original identity to adapting to the rise of non-alcoholic beverages, changes in Gen Z drinking habits, the importance of innovation, and adapting marketing for new cultural realities. Hannah shares candid insights into Lagunitas’ strategies for growth, relevance, and balancing authenticity with experimentation.

Key Discussion Points & Insights

1. Revitalizing a Challenger Brand (03:07 – 06:05)

• Brand History & Branding Challenges:
  • Lagunitas has over 30 years of history as a craft beer brand with an “irreverent personality.”
  • Re-establishing the brand and educating consumers—even on how to pronounce Lagunitas—was a core job after joining as CMO.
  • Emphasis on going back to branding elements that worked: bold IPA branding, the iconic pinup lady on "Little Sumpin'" packaging, and unique naming and font styles.

“One of my biggest challenges as I look towards the future years is how do I get this band back to growth? And we've really dug deep into what were those iconic elements that people loved about this brand and how do we bring that back?”
— Hannah Dray [03:53]

• Punching Above Their Weight:
  • Creative PR stunts used to garner national attention, e.g., the “America’s First Party Legend” campaign, which responded to declining socializing and gave people a chance to win a statue, money, and a beer named after them.

“It's really about how do we offer unique opportunities for consumers to connect with our brand so that we create more noise than potentially just spending on digital or social media might do for us.”
— Hannah Dray [05:44]

2. Responding to Changing Consumer Behavior (06:05 – 10:27)

• Generational Trends:
  • Gen Z (and consumers in general) are drinking less and prioritizing health and wellness.
  • Non-alcoholic products are an "and," not "or": foundational beers still matter, but growth comes from product innovation.
  • Lagunitas led the way with non-alc products like IPNA and "Hop Water" (zero calories, carbs, and alcohol).

“We were the first craft beer to introduce a non alk product… just this year we introduced a hazy IPNA as well. So...their taste profiles are shifting. They’re looking for something more accessible, slightly fruitier.”
— Hannah Dray [06:58]

• Health, Wellness, and Function:
  • Recognizing broader trends including functional beverages, alternative buzz (like Delta 9), and the mainstreaming of products like GLP-1 impacting tastes.
  • PepsiCo’s $2B acquisition of Poppi is cited as evidence of this shift.

“Health and wellness and functional benefits are 100% where we need to be playing and where we need to focus our time.”
— Hannah Dray [09:02]

• Innovation DNA & Brand Extensions:
  • Lagunitas sees innovation as core to its brand and continues to develop new products while staying true to its roots as an “alcohol-adjacent” option.

3. Channel Strategy: On-Premise vs. Off-Premise (10:27 – 14:50)

• Product and Packaging Customization:
  • Off-premise (retail): Packaging visuals and personality matter, appealing to kick up shelf recognition.
  • On-premise (bars, events): Simplicity and "bar call" clarity are crucial—e.g., making sure “I’ll have the IPA” is direct and unmistakable.

“In the on premise… the bar call… is I'll have the IPA or I'll have the Hazy. So for us when we were creating that brand it was a no brainer and we have never expanded off of our flagship because it is the crown jewel.”
— Hannah Dray [14:17]

• Segmenting Product Portfolios:
  • Core: For loyal, long-term consumers.
  • Flavor-forward: Higher ABV and boldness for value-seekers, e.g., convenience store buyers.
  • Non-Alc: Sessionable, social options tailored to lower-alc occasions.

“We have a product for everybody, no matter which occasion or which personality you're wanting to be.”
— Hannah Dray [11:22]

4. Storytelling, Authenticity, and Social Content (16:29 – 19:23)

• Storytelling Approach:
  • Consumer input drives decisions, such as reviving the popular “Brown Shugga’” recipe due to fan requests.
  • Realness over AI: Preference for authentic, live interactions and employee involvement in social media content.

“For Lagunitas as a brand that again really heroes those real connections and has authenticity at the heart of it… showcasing reality versus looking for something that can be created through AI is always going to be at the forefront of what we're doing.”
— Hannah Dray [18:07]

• Unconventional Social “Stunts”:
  • Example: “Wedding Crashers” campaign, where Lagunitas staff surprised real fans at their weddings (since they sent invites) with personalized beers and an energetic party.

5. Influencer & Creator Partnerships (19:23 – 21:14)

• Smart Influencer Selection:
  • Focus on authenticity and shared values with the brand—“bold, disruptive, unconventional” partners.
  • Strong on local California influencers; also leveraging national platforms and music partnerships (e.g., NPR’s Tiny Desk, live events at the brewery).
  • Recent activation: Comedian/musician Morgan Jay creates content integrating Lagunitas.

“For us, it isn’t about necessarily just getting any influencer… we’ve made a conscious effort as well to find the balance between local influences here in California, which is our heartland, but also… national relevance.”
— Hannah Dray [20:09]

6. The Evolving CMO Role & Professional Growth (21:14 – 26:45)

• Prioritizing Amidst Change:
  • Hannah’s weeks are dynamic—ranging from strategic work to team development and cross-functional collaboration.
  • Role as CMO means “getting uncomfortable with doing things that make me extremely uncomfortable”—embracing new challenges, unknowns, and categories (e.g., launching Heineken sub, tequila-based Dos Equis).

“Doing things that other people haven't necessarily foraged the path on just yet… It's talking with completely different customers we'd be talking with… But I think having that courage to be able to step outside of your comfort zone, not be reckless, but think about, okay, how do I do this?”
— Hannah Dray [23:05]

• Leadership Advice:
  • Being willing to leap, learn, and adapt is essential.

“The biggest risk is not taking one and staying in place… if you're willing to dive in and admit that you don't know everything, but you're willing to learn, it's going to put you in a really top position.”
— Matt Britton [24:33]

7. Personal Mantra & Final Thoughts (25:42 – 26:45)

• Embracing Opportunity:
  • Hannah credits her advancement to saying “yes” to new challenges, moving geographically, and believing in herself—using “believe” as a guiding word.

“Taking a risk and doing something that's uncomfortable is really about believing in yourself on those days that it may feel tough.”
— Hannah Dray [26:41]

Memorable Quotes & Moments

• “Innovation is in the heart of our DNA.”
  — Hannah Dray [09:39, 01:33]
• “Only 4% of Americans are actually socializing on the weekend, which is horrifying.”
  — Hannah Dray [05:19]
• “Being able to step outside your comfort zone… drinking a little bit of the Kool Aid and believing that, okay, I don't have all the answers, but I think we can figure this out.”
  — Hannah Dray [24:21]
• “If we choose not to move with that trend, we will get left behind.”
  — Hannah Dray [01:33, 09:38]

Notable Timestamps for Key Segments

| Topic | Time | |-------------------------------------------------|-----------| | Brand revitalization and challenges | 03:07-06:05| | Consumer behavior, Gen Z, & innovation | 06:05-10:27| | On-premise vs. off-premise, product strategy | 10:27-14:50| | Storytelling & authentic content | 16:29-19:23| | Influencer/creator partnerships | 19:23-21:14| | CMO role & leadership journey | 21:14-26:45| | Personal mantra & advice | 25:42-26:45|

Tone and Language

Conversational, genuine, and candid, with moments of humor (pronunciation banter), industry insider stories, and practical advice for marketers and leaders navigating fast-changing consumer cultures.

Summary for Listeners

This episode is a masterclass on brand transformation, innovation, and leadership in a legacy-meets-forward craft beer company. Hannah Dray’s openness about both the challenges Lagunitas faces and the creative solutions her team deploys—in product, packaging, marketing, and partnerships—delivers valuable insights for marketers and leaders in every industry facing disruption and change.