Lagunitas Brewing Company

What Lagunitas Brewing Company does

Lagunitas Brewing Company, founded in 1993 in Petaluma, California, is a craft beer producer now operating as a private subsidiary of Heineken N.V. following its 2017 acquisition. The company brews hop-forward ales led by its flagship IPA and a portfolio spanning hazy IPAs (Hazy IPA, Hazicus Maximus), wheat IPAs (A Little Sumpin' Sumpin'), double IPAs (Maximus), and non-alcoholic alternatives (Hoppy Refresher, IPNA). In 2026, it launched the Trooper West Coast IPA, a 6.6% ABV collaboration with Iron Maiden, joining a global network of 11 brewery partners for the Trooper Beer brand.

The company distributes through three primary channels: on-premise taproom sales at its flagship Petaluma location, off-premise retail packaged beer via store-locator-distributed wholesale, and e-commerce merchandise sales through its Schwag Shop. It runs the Sip n' Stamp loyalty program at the taproom (stamp-based rewards redeemable for $2 brew coupons) and supplements D2C revenue with licensing and brand collaboration income. Its customer base is split between traditional craft beer consumers and health-conscious/Gen Z drinkers seeking non-alcoholic options.

Lagunitas integrates music culture into its brand identity via live music programming, trivia and music bingo at the taproom, and artist collaborations such as the Iron Maiden partnership and the Beer Roadie experiential campaign. It retains regional presence in Chicago, Los Angeles, Austin, and Portland, employs 501-1,000 people, and is led in part by CMO Hannah Dray. The company is California Transparency in Supply Chains Act compliant and positions itself as a Heineken portfolio craft brand targeting premium craft beer occasions.

Name

Lagunitas Brewing Company

Legal name

The Lagunitas Brewing Company

Website

https://lagunitas.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lagunitas Brewing Company is a 1993-founded craft brewer (now a Heineken subsidiary) producing hop-forward IPAs and non-alcoholic alternatives for U.S. consumers, distributed via taproom, retail, and brand collaborations including the Iron Maiden Trooper partnership.

Ownership category

akta.pro rank

Product category

Craft Beer

NAICS

Breweries (31212), Drinking Places (Alcoholic Beverages) (7224), Beer, Wine, and Liquor Retailers (445320)

SIC

Malt Beverages (2082), Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Beer Brewing & Craft Brewing (AFAFAAAA)

akta.pro secondary industries

Beer Brewing & Brands (CRADAIAA), Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ), Brewpubs & Taprooms (On-site Beer Service) (THAFALAA)

Keywords

• Craft beer brewing
• IPA production
• Non-alcoholic beverages
• Taproom experiences
• Branded merchandise

Headquarters

HQ city

Petaluma

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Taproom Sales: Lagunitas generates revenue through on-premise beer sales, food, and merchandise at their Petaluma taproom location. The taproom hosts events, trivia nights, and live music to drive foot traffic and repeat visits. A Sip n' Stamp loyalty program incentivizes repeat purchases.
2. Off-Premise Retail Beer Sales: Distribution of packaged beer (cans, bottles) through retail store locator channel for off-premise consumption
3. E-commerce Merchandise (Schwag): Online sales of branded merchandise including hoodies, headwear, and glassware through the Lagunitas Schwag Shop
4. Brand Collaboration and Licensing: Revenue through branded collaborations such as the Iron Maiden Trooper West Coast IPA partnership. The broader Trooper Beer brand has sold 45 million pints globally through partnerships with 11 breweries.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Lagunitas Brewing Company is a craft beer manufacturer that brews and sells a portfolio of hop-forward ales — including IPA, Hazy IPA, A Little Sumpin' Sumpin', Maximus, and Hazicus Maximus — along with non-alcoholic craft sparkling hop water (Hoppy Refresher) and the IPNA non-alcoholic IPA. The company distributes packaged beer through retail off-premise channels, operates the Petaluma flagship TapRoom with on-premise experiences (food, trivia, music bingo, live music), and runs the Lagunitas Schwag Shop for branded merchandise online.

Product overview

Lagunitas Brewing Company offers a portfolio of craft beers centered around its flagship IPA and related hop-forward styles, complemented by non-alcoholic alternatives like Hoppy Refresher and IPNA. The product line includes year-round core offerings (IPA, Hazy IPA, A Little Sumpin' Sumpin', Maximus, Hazicus Maximus), limited and seasonal releases, and specialty collaboration products such as the Trooper West Coast IPA with Iron Maiden. The company also operates its Petaluma TapRoom as a flagship experience destination and maintains a loyalty program (Sip n' Stamp) for taproom visitors.

Differentiator

Problem solved

Functional benefit

Products and services

• IPA Lagunitas's flagship year-round India Pale Ale, a hop-forward West Coast IPA sold in 12oz cans for off-premise retail consumption and on-premise taproom service.
• Hazy IPA A juicy New England-style Hazy IPA with tropical and fruity hop characteristics, sold in 12oz cans year-round.
• A Little Sumpin' Sumpin' A smooth, silky Wheat IPA combining wheat ale characteristics with IPA-level hop bitterness, sold in 12oz cans year-round.
• Maximus A colossal Double IPA with aggressive hop additions and high alcohol content, sold in 12oz cans year-round.
• Hazicus Maximus A colossally hazy Double IPA variant applying hazy brewing techniques to the Maximus double-IPA recipe, sold in 12oz cans year-round.

Quantifiable outcome

• 45 million pints sold globally through Trooper Beer brand partnerships with 11 breweries

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Iron MaidencoreStrategic or Co-development Partner · 27 May 2026Lagunitas partnered with British heavy metal giant Iron Maiden to release Trooper West Coast IPA, a 6.6% ABV beer, on June 6 at Lagunitas's Petaluma taproom. This is Iron Maiden's latest beer collaboration following its 2013 launch of the Trooper Beer brand, which has sold 45 million pints globally through partnerships with 11 breweries. Lagunitas, founded in 1993 and known for integrating music culture into its brand, hosted a public release party featuring live music and an air guitar competition. The collaboration ties into Iron Maiden's Run For Your Lives World Tour starting September 5 in New Jersey.
• Female Tattoo Artists (U.S.)minorGTM or Marketing Partner · 4 March 2026Lagunitas partnered with female tattoo artists across the U.S. to celebrate International Women's Day by funding free tattoos featuring their iconic Millie can art. The campaign highlights support for female artists and promotes self-expression through tattoo art.
• OtherwaycoreGTM or Marketing Partner · 16 December 2025Lagunitas named Otherway as its first creative agency of record following a competitive review. The collaboration will involve brand design and a master campaign, with the first work expected the following year.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Deschutes Brewery: Oregon-based regional craft brewer with strong IPA lineup and taproom/pub operations. Similar size and Pacific Northwest distribution footprint to Lagunitas.
• Stone Brewing: Craft brewery historically focused on bold, hop-forward IPAs with strong brand identity. Now owned by Sapporo, making it a direct analog to Lagunitas's structure as a Heineken-owned craft brand.
• SweetWater Brewing Company: Atlanta-based craft brewer acquired by Tilray, similarly offering IPAs and adjunct non-alcoholic/seltzer products. Comparable craft positioning under a large strategic parent.
• Russian River Brewing Company: California craft brewery known for hop-forward IPAs (Pliny the Elder) and sours. Comparable Northern California craft pedigree and experiential taproom model.
• New Belgium Brewing Company: Craft brewery owned by Kirin (Lion), with comparable distribution scale and craft brand portfolio including Fat Tire. Similar multinational-parent-owned craft model with US brewing operations.
• Sierra Nevada Brewing Co. Privately held craft brewer founded in 1979, similarly recognized for hop-forward IPAs and flagship pale ale. Comparable in scale, product positioning, and longstanding craft brand identity.
• Firestone Walker Brewing: California-based craft brewery known for IPAs and barrel-aged beers. Similar West Coast craft positioning with comparable taproom and distribution model.
• Goose Island Beer Co. Chicago-based craft brewer acquired by AB InBev, focused on IPA and barrel-aged stouts. Mirrors Lagunitas's structure as a multinational-owned craft brand with urban taproom presence.

Emerging players

• Athletic Brewing Company: Largest non-alcoholic craft brewer in the US. Directly competes with Lagunitas's Hoppy Refresher and IPNA, capturing the same Gen Z wellness/sober-curious consumer segment.

Broad incumbents

• Boston Beer Company: Largest publicly-traded craft brewer (Samuel Adams, Truly, Twisted Tea). Competes directly with Lagunitas in craft beer and increasingly in non-alcoholic/adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lagunitasbeer
• YouTubeyoutube.com/LagunitasBrewing
• Facebookfacebook.com/LagunitasBrewingCo
• Instagraminstagram.com/lagunitasbeer
• LinkedInlinkedin.com/company/lagunitas-brewing-co-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lagunitas Brewing Company