Lagunitas Leaning on Innovations for Portfolio Incrementality in ‘24

Dear Client:    While Lagunitas’ main goal in 2024 is to stabilize its core offerings IPA and A Lil Sumpin’ Sumpin,’ CEO Dennis Peek told distributors this week the brewery also plans to lean on its recent innovations to create incrementality on trucks and shelves. HOPPY REFRESHER IS 98% INCREMENTAL. Innovation-wise, Dennis noted that despite distributors’ apprehensions about Lagunitas’ hop water offering, Hoppy Refresher, when it was introduced several years ago, it’s now a full-blown category that “everyone talks about, everyone’s