LAGUNITAS, NOW IN CANNED VERSION, REACHES NEW REGIONS IN BRAZIL

Lagunitas Brewing Company has just announced its first national expansion of product and distribution, with new packaging and arrival in three new regions of Brazil. Another novelty is that, in addition to its traditional 355 ml long neck, the beer will now also be available in 350 ml cans at the brand’s partner points of sale. In addition, California IPA is now available in the southern, midwestern and northeastern states of Brazil.

“Lagunitas is the leading IPA-style beer in the United States and, as such, the HEINEKEN Group is betting on its global success and, in Brazil, it is no different. We understand that this expansion is a natural for the brand, since its arrival in Brazil in 2019, IPA has always been very well accepted and loved by Brazilians, gaining a loyal audience through its actions and irreverence. At the same time, the canned craft beer market has gained relevance and we decided to offer more options for our consumers, giving them the most loved IPA option in a new packaging,” says Lucas Pires Barbosa, Lagunitas’ marketing manager in Brazil.

“Lagunitas is an irreverent brand, known for using creativity to convey its values, support doguinhos and reinforce its Californian origin. The dogdidatura is part of this rationale, as it is a different and fun way to announce the brand’s novelties to Brazilian consumers,” adds Lucas.

To highlight this phase, Lagunitas, which has as its pillars the support to the canine cause, launched a campaign with its ‘dogdog’, which promises to take CALIFORNIA IPA to more Brazilian regions and to launch the canned version if consumers vote for it through social networks. The game is based in a community called Idyllwild, California, famous for electing dogs as mayors since 2012.