Another Heineken executive is moving over to the Lagunitas team.
The Heineken-owned, Petaluma, California-based craft brewery announced today the appointment of Peter Green as head of sales. Green will officially take over the role on March 1.
“We are excited about Peter’s passion and vision for Lagunitas given our unique role in the craft market, and his deep knowledge of the U.S. landscape including national accounts and our distributor partners,” Lagunitas CEO Dennis Peek said in an announcement shared with Brewbound. “Peter will undoubtedly hit the ground running and our distributor partners are equally enthusiastic about their connection with Peter and his results-oriented approach.”
Green takes over for Tony Amaral, who exited the company last summer to become chief sales officer at Firestone Walker. Green brings 14 years of experience within Heineken, most recently serving as sales director for Heineken Europe. He previously held roles such as head of sales for Heineken Ireland, national accounts sales director for Heineken USA, and account director for Tesco at Heineken UK.
Green’s addition means the CEO, CMO and head of sales all have ties back to parent company Heineken.
Peek took over as CEO at Lagunitas in February 2020, moving over from Heineken Canada where he was managing director.
In July 2023, Lagunitas appointed Hannah Dray as CMO, replacing Paige Guzman. Dray had joined the Lagunitas team in January after more than a decade of working for Heineken in various brand and marketing leadership positions.
In 2023, Lagunitas finished as the 16th largest beer category vendor in Circana-tracked off-premise retailers. Sales declined -9.4% to nearly $152 million (a $15.8 million decline) last year, while volume declined -13%.
Lagunitas’ volume has declined since reaching 1 million barrels in 2019, according to the Brewers Association’s May/June 2023 issue of the New Brewer. In 2020, the company finished with 950,000 barrels, declining to 900,000 in 2021 and 860,000 barrels in 2022. 2023 output is not yet available.