The Lagunitas Brewing Company, a company and brewery with a rich history of hop-forward and innovative craft brews, announces that it has chosen The Integer Group as its first creative agency of record. Integer will be Lagunitas’ one holistic partner across media, creative, e-commerce and customer marketing to ensure it is delivering a consistent and effective message to consumers, maximizing spend and fueling growth with disruptive tactics.
“We’re a global brand with an eventful history, big personality, innovative brews and loyal fan base. For nearly 30 years we’ve packaged up this wonderful mix and then relied on our fantastic internal creative team and various agencies to promote it,” said Paige Guzman, Lagunitas’ Chief Marketing Officer. “Integer has a wealth of experience and a knack for the category, strategically and tactically. Our new partnership will give us the ability to punch above our weight. We’re set up to think outside the dreaded box with breakthrough tactics and media channels that Lagunitas has historically never played in.”
Lagunitas had a long history of sponsoring music festivals and events, which was a successful strategy, but a hard one to scale. In order to grow its brand and appeal to a broader consumer base, the brand recently shifted and increased its investment in marketing to support media initiatives that will drive higher household penetration. The latest is a robust, differentiated brand campaign that will highlight Lagunitas’ new packaging that is beginning to roll out onto shelves. While Lagunitas’ internal creative team will continue to help in various capacities, Integer will bring the new brand campaigns to life through various media channels.
“The partnership with Lagunitas is incredibly exciting for our network,” said John Kiker, President, The Integer Group. “We have a history of successfully growing brands within the brewing industry, and we relish the opportunity to design, create and connect experiences for Lagunitas fans across the marketing and commerce landscape. Lagunitas has such an authentic, rich heritage in the beverage space, and we are thrilled to help share its story and grow globally.”
For 2023, Integer will focus on bringing ‘Weirdly Original’ to life, Lagunitas’ new brand campaign, through a number of different product interpretations. The first will feature Maximus, which is Lagunitas’ Colossal take on a Double IPA with a 9% ABV.
ABOUT THE LAGUNITAS BREWING COMPANY
When The Lagunitas Brewing Company started on a kitchen stove back in 1993, no one could have imagined that a small, Northern California brewery would expand to more than 48 countries and have the #1 selling IPA in the world. During its history of making innovative craft brews, it has created an iconic line of hop-forward beers including: Lagunitas’ IPA, Daytime, Hazy Wonder, A Little Sumpin’ Sumpin’, and Maximus. And there is now a seat at the bar for everyone. Lagunitas’ next chapter of innovations include a craft brewed non-alcoholic brew, sparkling hop water and hard sparkling tea for full-flavored imbibing: IPNA, Hoppy Refresher, and Disorderly TeaHouse. Even as its offerings have evolved, its passion for edgy brewing, fresh music, strong sense of community, and of course, dogs, have remained the backbone of brewery. To learn more about The Lagunitas Brewing Company, visit: www.LAGUNITAS.com.