Lagunitas boss says Heineken takeover 'not a sell-out'

08 May, 2017

Heineken has appointed former Lagunitas Brewing executive chairman, Tony Magee, as its global craft director shortly after buying out his brand.

The Dutch beer giants recently purchased the remaining 50% stake in Lagunitas Brewing while simultaneously employing the founder of the Californian company.

Magee said on Tumblr: “Some who don’t fully understand it all may say it is selling out. Truth is that we did then, and are now ‘buying in'.

"Money has value and equity has value too. I am using Lagunitas’ equity to buy deeper into an organisation that will help us go farther more quickly than we could have on our own."

Heineken bought the first half of Lagunitas in September 2015 but now full control of the brand which will join the other 160 breweries owned by the European brewing giants.

Magee added: “We’ll look to develop meaningful craft strategies and work with Heineken’s companies around the world to develop and deploy craft — good craft brands in the Lagunitas model.”





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David Williams

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