Craft a playbook to codify what the brand will always do and what it will never do. Ensure Lagunitas did not dilute its essence in the midst of a global expansion.
Heineken acquired Lagunitas, and the risk was cultural. We designed the framework that governed global expansion: what the brand could do, what it would never do, and why.
The Beer Bible carried that framework. It kept the brand coherent through the global scaling of Beer Circus, pandemic protocols and every leadership change that followed.
