Touring Lagunitas Brewery

It’s mid-afternoon on a sunny day in Petaluma, California. I’m standing in the original tap room of Lagunitas Brewery, with a half-pint of the Little Sumpin’ Ale, a hoppy IPA with a smooth finish and the first of many samples I’ll be generously offered over my time touring the facility. The room overlooks the state-of-the-art brewing technology that’s been used to produce an impressive catalogue of some of the most popular IPAs in America. Today, Lagunitas is a powerhouse in the brewing industry, with an expansive facility that’s equipped with its own gift shop, beer garden and miniature amphitheater, but it hasn’t always been that way. Back at its conception, Lagunitas was a little rougher around the edges.

Tony Magee, the founder of Lagunitas brewery was described to me as a combination of Jack Kerouac and Hunter. S Thompson, so it came as no surprise to have my day filled with stories of his unconventional and often humorous approach to business. Employees gleefully shared tales of the brand’s humble beginnings, missteps like stove top fires, explosive pipes, run-ins with local law enforcement and an undercover drug bust were pridefully shared. While these mishaps would have deterred most business owners, they became pivotal moments that defined the spirit of the brand.

Myself and the other journalists gathered around a small table to hear Magee talk. He’s both soft-spoken yet commands the attention of the room, making a 40-minute question and answer period feel more like a conversation with a friend. He poured us beers on tap as he shared his experiences and spoke to the future of the brand.

Lagunitas re-defined the beer market, pioneering the craft beer movement and launching IPAs to the mainstream. In 2015, Heineken acquired a 50% shareholding of the brewery. Two years later, the Dutch brewing giant bought the remaining Lagunitas stake. With Heineken’s help, Lagunitas was able to expand its international presence while still remaining true to its roots -- Magee still maintains creative control and has a strong vision for the brand’s future. He foresees cannabis-infused beer leading the way for the normalization of cannabis consumption and spoke to the newly released Hi-Hop -- a THC-infused sparkling beverage that’s available in dispensaries throughout California. Magee shared tales of failures and triumphs and passionately delved into his love of music, something that’s deeply connected to Lagunitas’ history and culture.

Outside, a slope looks onto a small wooden stage that’s barely a foot off the ground. The Petaluma Amphitheater, which I’m told can hold up to 600 people, is a makeshift music venue in the midst of the brewery that puts on free shows for the community, while spotlighting up-and-coming musical talent from around the country. Acts like Sylvan Esso, Whitney, The Growlers and Unkown Mortal Orchestra have performed for locals and visitors alike. While the myriad of talent that visits Petaluma because of Lagunitas’ amphitheater is impressive, what’s unforgettable are the stories and vibrant memories shared in this small outdoor space. On one particular evening, Tom Waits made a surprise appearance, playing songs as the crowd sat back in the grass. On a different occasion, the band BADBADNOTGOOD caused such a riot that the stage wasn’t visible over the plume of dust caused by the audience’s dancing. Like the beer itself, each show at the amphitheater tells a unique story.

The slogan “Beer Speaks People Mumble” reigns true at Lagunitas. At the California-born brewery, beer is more than a drink -- it’s an artistic medium and a form of expression. Lagunitas is a beer brand that tells a story, a story that’s filled with a community of beer drinkers, music lovers and inside jokes -- wannabe astronauts, a 4:20 clock, shoe-eating service dogs and an orange couch, you’ll have to visit to find out.