Lagunitas Shifted to Social When In-Person Wasn't Doable

When concerts and festivals shut down, the beer brand had to pivot

Since its founding 30 years ago in Tony Magee’s Petaluma, California kitchen, Lagunitas Brewing Co. has mostly marketed its line of IPA beers at concerts, festivals and outdoor venues. 

And until the pandemic hit, that strategy worked well, building a loyal fanbase and ranking as a top-selling brand.

“Then the pandemic hit and we had to throw our marketing playbook out the window,” Lagunitas CMO Paige Guzman told Adweek. 

Guzman, who joined Lagunitas at the height of the pandemic in June 2020, knew that to survive, they needed a digital marketing strategy that would drive new customers to the brand and spread the word that it’s more than just an IPA.

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