One Northern California brewer is helping its
customers celebrate International Women’s Day in a seriously permanent way.
The Lagunitas Brewing Company has commissioned four female tattoo artists to give fans free tattoos on the
March 13holiday. The brand tapped the four artists to create custom flash tattoo sheets, and customers that select from the Lagunitas designs will receive their tattoo for free on a
first-come, first served basis.
The brand’s popular Little Sumpin’ Sumpin’ beer cans feature a classic pin-up tattoo style design named “Millie.”
“Lagunitas has always stood for individuality and showing up as your full, unapologetic self,” said Hannah Dray, CMO of Lagunitas Brewing Company. “Knowing that women are more
likely to get tattoos but remain underrepresented as artists, we wanted to do more than celebrate; we wanted to invest. We're supporting the creators behind the culture and giving fans a chance to
wear that expression proudly.”
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The brand says the promo’s inspiration was influenced by the insight that while women are more likely than men to have tattoos, they only make up 25%
of tattoo artists, and only 5% of tattoo shop owners nationwide.
The female tattoo artists participating are San Francisco’s Mary Joy Scott, who is known for her bold playful linework;
Los Angeles’ Amelia Rose, whose fine-line work “blends softness and strength;” Chicago’s Julia Campione, known for character-driven and expressive tattoo art, and New York
City’s Becca Genne-Bacon), whose work combines “classic tattoo influences with contemporary storytelling.”
The brand originally introduced the Little Sumpin' Sumpin' beer and
Millie can in 2009, the design of which was later retired. Lagunitas recently brought the “Millie” can back in 2024, a move met with “overwhelming enthusiasm,” according to the
brand.
Lagunitas is promoting the “unique celebration of women, art, and the beloved Millie,” via its socials @Lagunitasbeer, where consumers can also find more info about booking
a March 13 tattoo.