Any brand pushing boundaries knows that not every idea hits. Lagunitas Brewing Company once launched a product with a puppy on the label. It didn’t land. The packaging felt off, the story didn’t stick, and the consumers didn’t connect. So they pivoted—not just the campaign, but their approach to innovation.

At FEI 2025, Phil Winkelman, VP of Customer Success at Suzy, sat down with Heather Corker, Senior Consumer Insights and Data Strategy Manager at Lagunitas, to unpack how the brand retooled its innovation engine. From future-bet frameworks to fast-cycle learning, Heather shared how Lagunitas is scaling smarter, more consumer-led decisions, without losing what makes the brand original. 

Here’s what we learned: 

They stopped chasing and started listening

Lagunitas’ innovation strategy used to be reactive, responding to market shifts and keeping pace with what other brewers were doing. But chasing trends wasn’t building loyalty. So the team flipped the model. They stopped asking, “What’s hot?” and started asking, “What matters to our drinkers?” Today, every idea falls into one of two buckets: big bets (shorter runway, higher stakes) or future bets (longer time to find product-market fit). Their taprooms now also act as live feedback loops, where early-stage ideas meet real consumers well before launch. For brands under pressure to deliver what’s next, this is the shift: velocity without validation is a gamble. But when you embed feedback early and often, you build with confidence.

They designed for behavior, not just style

Lagunitas doesn’t build a portfolio around style, they build around how people actually drink. That’s why their lineup ranges from 9% ABV powerhouses like Hazicus Maximus (made for single-serve occasions) to low-ABV hazy IPAs meant for all-day sipping. Even the rebrand of their “fruit punch” beer into a 19.2 oz. can was mapped to a specific moment—targeting 30 to 39-year-olds who want something bold, casual, and culturally on point. The takeaway? When brands design around real-life behaviors, they stop launching SKUs and start delivering experiences.

They made non-alcoholic beer feel like the real deal

For Lagunitas, non-alcoholic beer isn’t a side hustle, it’s a strategic growth space. Their Hazy IPNA wasn’t designed as a non-alcoholic alternative. It was built to deliver the same full-bodied experience as their core lineup—right down to the taste, bitterness, and brand vibe. Because NA drinkers want the same experience, just without the alcohol. Delivering that kind of parity takes rigor: early-stage testing, reformulation, and a commitment to making NA feel like a first choice, not a fallback. For brands exploring wellness-led or moderation-driven formats, this is the standard: don’t just show up. Show up well.

They reclaimed their brand voice

After a few misaligned launches, the Lagunitas team hit pause and asked a hard question: “Does this feel like us?” That moment sparked a shift from creative experimentation to creative alignment. Now, every idea—liquid, design, message—has to pass one test: is it true to who we are? That filter isn’t limiting. It’s liberating. It helps them say no faster, move forward with clarity, and protect the cultural equity they’ve spent years building. For brands navigating constant change, that kind of internal alignment, backed by consumer validation, is the edge.

They’re building for growth, not just maintenance

The biggest shift Lagunitas has made is philosophical: they’re not just defending what they’ve built, they’re designing for what’s next. That means showing up for younger drinkers who move between beer, cannabis, and non-alcoholic beverages depending on the moment. It means recognizing behaviors like “zebra drinking,” where people alternate between ABV and NA in the same occasion. And it means launching products that fit real lives, not just fill a shelf. Most of all, it means treating innovation not as a sprint to shelf, but as a continuous loop of learning and adapting, staying in sync with the drinker, not just the category.

The takeaway for brands

Lagunitas didn’t just adapt, they leveled up. By getting closer to their consumers, sharpening their brand focus, and embedding insight earlier in the process, they turned innovation into a real strategic advantage. Their approach is a blueprint for how brands stay bold, stay relevant, and keep building what’s next.

Catch the full session here:  https://app.livestorm.co/suzy-1/from-taproom-to-test-market-how-lagunitas-brews-innovation-with-consumer-insights 

If you’re rethinking how your team approaches innovation, whether it’s new segments, evolving formats, or smarter testing, Suzy can help you move faster, stay focused, and lead with confidence.

Let’s talk.