• by Fern Siegel , Yesterday

Otherway was named Lagunitas Brewing Company first creative agency of record late last year.

Now the agency is debuting its first work for the client: “Let Your Beer Do The Talking.”

The campaign spans TV, social, print, OOH, merch and retail throughout 2026. It redefines the craft beer's marketing push, while retaining its irreverent tone. 

The new work combines strategy, messaging and identity design.

“Lagunitas built a cult following through personality, irreverence and a beer that genuinely delivered. Otherway’s job was to take that founding instinct and build a system around it rigorous enough to scale across an entire portfolio without having to sand down the edges that made people fall in love with the brewery in the first place,” Erin McCarthy, head of design and creative at Otherway, told Agency Daily.

“From day one, Lagunitas spoke in a voice and looked unlike anything else in the category: unfiltered, funny, a little wonderfully weird and completely confident in their product. What this brand world and platform gives us is the architecture to carry that spirit anywhere it needs to be in the digital age.”

Founded in 1993, Lagunitas is one of California’s hop-forward beers.

When the agency won the account, Lagunitas CMO Hannah Dray said: “Lagunitas thrive on boldness, irreverence, and being unapologetically different, and Otherway is the perfect fit to bring that spirit to life.”

Otherway's creative roster includes Rocket Mortgage, Autodesk, Pebl and the Brooklyn Film Festival.