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Only 4% of Americans are actually socializing on the weekend, which is horrifying. So we launched a nationwide search for America’s First Party Legend to bring back connection — with a gold statue, $5,000 to keep the party going, and even a beer named in their honor.” – Hannah Dray
As Gen Z drinks less and wellness trends reshape culture, the beer industry faces a paradox: how do you stay relevant in a world where fewer people party?
For Hannah Dray, Chief Marketing Officer at Lagunitas Brewing Company, the answer lies in challenger thinking—blending heritage with irreverence, crafting new alcohol-adjacent offerings, and sparking conversations that punch far above paid media weight. In this conversation with Matt Britton, she shares how Lagunitas is reviving its roots, innovating around non-alc, and creating consumer-first stories that keep the brand in culture.Hannah Dray leads marketing for Lagunitas, founded in Petaluma in 1993 and known for shaping IPA culture. Under her watch, the brand has restored its iconic IPA branding and pin-up characters, doubled down on hop-forward non-alc products like Hoppy Refresher and Hazy IPNA, and embraced unconventional activations like Wedding Crashers and Party Legend. Before Lagunitas, she cut her teeth at Heineken and Dos Equis, where she learned to bet on discomfort, pioneer new categories, and build brands that thrive in transition.
Five Takeaways:
1) Culture-first stunts beat big spend
Lagunitas sparked national headlines by declaring an “American Party Crisis” and launching the Party Legend search—an activation that turned a sobering insight (low weekend socializing) into a playful, buzzworthy campaign.
2) Non-alc is a core growth driver
Lagunitas pioneered with IPNA and Hoppy Refresher, which remains the category leader. With the rise of “buzz without booze,” Hannah sees non-alc as central to growth, not just an experiment.
3) Packaging and channel must match the moment
For bars, simplicity and sessionability drive the “I’ll have the IPA/Hazy” call. For retail, packaging must project identity and deliver taste. The Lagunitas portfolio now ladders across core IPAs, higher-ABV options, and hop-forward non-alc.
4) Storytelling means putting consumers at the center
From bringing back fan-favorite Brown Shugga’ to literally crashing weddings, Lagunitas keeps real consumers in the spotlight. Authenticity, not AI-generated polish, fuels its social presence.
5) Leadership means taking the leap
Hannah’s career mantra—take the leap and enjoy the journey—comes from betting on uncomfortable, untested paths, from e-commerce launches at Heineken to tequila-based innovation at Dos Equis. She argues the biggest risk for marketers today is staying put.The Mantra: Believe and leap.Inspired by Ted Lasso’s “Believe” sign, Hannah stresses that leadership is about courage, resilience, and self-trust—especially for women carving a path in the CMO seat.
