Consumer culture is moving faster than ever and the beer industry is feeling the pressure. As Gen Z drinks less, prioritizes wellness, and redefines social connection, brands face the challenge of staying relevant without losing their DNA.
In this episode of The Speed of Culture, Matt Britton sits down with Hannah Dray, chief marketing officer at Lagunitas Brewing Company, to explore how beer brands are navigating seismic cultural shifts.
From reviving iconic packaging to launching functional and non-alcoholic innovations, Hannah shares how Lagunitas is reconnecting with its roots while steering the brand toward the future.
She also dives into the “American party crisis,” Gen Z’s evolving relationship with alcohol, and why challenger brands must think differently to stay relevant.
Since joining Lagunitas in 2023, Hannah has quickly risen from senior brand director to CMO, overseeing iconic products like Lagunitas IPA while driving growth in non-alcoholic and functional beverages. Before Lagunitas, Hannah spent over a decade at Heineken, culminating as brand director for Dos Equis, where she launched tequila-based innovations and disruptive campaigns.
At Lagunitas, she has revived nostalgic icons like the “Little Sumpin’” pin-up, brought science-driven IPAs to market, and executed headline-grabbing activations such as the nationwide “Party Legend” search. She has expanded distribution with partners like Alaska Airlines and launched a consumer loyalty program with SharpEnd to deepen engagement.
Known for her challenger mindset and willingness to lean into discomfort, Hannah is helping Lagunitas reassert its place as a craft beer leader. Her career reflects a consistent theme: embracing risk, cultural shifts, and consumer insight to keep brands relevant in fast-changing markets.
Key Takeaways:
[01:48] Reclaiming the Challenger Spirit: Lagunitas built its reputation on irreverence and bold design, and Hannah is determined to bring that edge back. By reintroducing iconic visuals like the bold IPA branding and the Little Sumpin’ pin-up, the brand is reconnecting with its roots while updating for today’s consumers. Campaigns like the nationwide “Party Legend” search show how Lagunitas is using disruptive PR to generate outsized buzz. For Hannah, the lesson is clear: challenger brands thrive when they amplify what made them distinctive in the first place.
[05:11] Innovation Through “And, Not Or”: Lagunitas’ flagship beers remain the volume drivers, but innovation is what drives growth. The brand pioneered non-alcoholic craft with IPNA and continues to expand with products like Hoppy Refresher and Hazy IPNA. Hannah emphasizes that it’s not about replacing beer but expanding choice, giving consumers options that fit changing tastes and social occasions. Success comes from treating innovation as an addition to the core, not a threat to it.
[07:42] Health, Wellness & Functional Futures: Consumer priorities are shifting toward wellness, functionality, and alternatives to alcohol. Hannah points to the rise of Delta-9 products, GLP-1 drugs, and functional beverages as signals that “buzz without booze” is here to stay. For Lagunitas, staying relevant means leaning into these shifts while ensuring products stay true to the brand’s DNA. The focus is on creating beverages that reflect cultural changes without losing authenticity.
[09:31] On-Premise vs. Off-Premise Strategy: Channel context is shaping how Lagunitas builds its portfolio. Off-premise, packaging must command attention and communicate identity at the shelf. On-premise, simplicity and drinkability are key, which drove the decision to launch Hazy IPA in bars first before expanding nationally. Hannah explains that tailoring launches to consumption context is what sustains relevance and growth across both spaces.
[14:08] Storytelling, Authenticity & AI: For Lagunitas, real people, not algorithms, define the brand story. Hannah stresses that authenticity comes from spotlighting employees, fan-favorite recipes, and experiential stunts like “Wedding Crashers.” While AI can streamline tasks, it cannot replace the genuine human connection the brand champions. The focus remains on storytelling that reflects reality, not synthetic content.
[16:44] Influencers & Music as Multipliers: Lagunitas uses influencers selectively, choosing partners who embody the brand’s bold, unconventional identity. Local creators drive credibility in its California heartland, while national platforms like the Lagunitas Amphitheatre and NPR Tiny Desk build reach. Music and comedy collaborations add another layer, blending cultural relevance with entertainment. The result is influence that feels earned, not forced.