Lagunitas Chief: “We Have a Right to Win” in IPA

Dear Client: Lagunitas is an IPA brewery, and in this age of breakneck-speed competition in beer, they’re really banging that drum. At the outset of their bi-annual Dogpile distributor meeting here in Chicago, no-nonsense CEO Maria Stipp told BBD: “It’s competitive as hell, as you know.” But they have a not-so-secret weapon: IPA. They’re going to “triple down” on their IPA focus. “We are IPAs; we have the bulk of the IPA market share," she said. "We do the most