How Lagunitas Brews Innovation with Customer Insights

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Lagunitas has transformed its innovation approach over the past two years by becoming truly consumer-centric, ensuring every new product addresses a specific consumer need while aligning with their business strategy. The company categorizes innovations as either "big bets" (within their core beer expertise) or "future bets" (stretch products that may take up to 10 years to fully develop in market), with both undergoing rigorous testing while maintaining the brand's authentic craft beer ethos. Despite being owned by Heineken, Lagunitas maintains its distinctive brand identity by focusing on quality products, understanding different consumer demand moments, and exploring growth areas like non-alcoholic beverages while staying true to their craft brewing roots.

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