How Non-Alcoholic Brews Are Remaking Beer Culture With Lagunitas

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.

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