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.