Lagunitas Leans on “High-Low” Trends with ‘24 IPA, Variety Pack Innovations

Dear Client:    When she took over the marketing helm at Petaluma, CA-based craft brewery, Lagunitas, this summer, interim Chief Marketing Officer Hannah Dray set out to accomplish a “three-pronged” marketing overhaul [see CBD 07-13-2023].  Among Hannah’s marketing priorities include “getting our mojo” back by rebuilding some of the brand’s irreverence and “trying to move away, maybe, from some of the cuteness that we've found ourselves in more recently.” Then too, Hannah and co. are focused on “fixing our basics” by