Lagunitas lifts all brand funnel metrics in the Craft Beer category in the US

What's behind the growth

Lagunitas has backed its brand with more media investment, a new agency and masterbrand platform, and a run of collaborations. Brewbound reported in February 2025 that Lagunitas was tripling its media investment to $6 million for 2025. In December 2025, LBB reported that Lagunitas had named Otherway its first creative agency of record. In June 2026, Otherway delivered a refreshed identity and the "Let Your Beer Do the Talking" platform, with film, social, print, out-of-home, merchandise and retail activity planned through 2026. Collaborations and activations have run alongside this. In November 2025, CEO Bernardo Spielmann described a "Party Legend" activation on the Brewbound podcast, celebrating consumers who are the life of the party. In January 2026, Lagunitas announced a West Coast IPA collaboration with Iron Maiden, and in April 2026 a Pinter collaboration that lets consumers brew a Lagunitas recipe at home. In June 2026, it created a Beer Roadie role to celebrate the Iron Maiden launch.