The Lagunitas Brewing Company, the brewery responsible for the No. 1 selling IPA in the world, announced a $20,000 donation to The National Independent Venue Association (NIVA). The announcement was made from The Lagunitas Brewery’s Amphitheater in Petaluma, Calif. where the national craft brewery regularly hosts bands from all corners of the globe during its annual summer concert season.
“Our passion for protecting safe spaces for music, art, and lively conversation is quite simply a key part of our brand DNA,” explained Laura Muckenhoupt, senior manager of music for Lagunitas. “It’s an honor to support NIVA’s work in bringing awareness to the dire state of the music industry and the diverse community of smaller venues who have been hammered by COVID-19.”
“We’re grateful for Lagunitas supporting our #SaveTheStage campaign, which is fighting to save independent venues, promoters and festivals during and beyond COVID-19,” said NIVA Executive Director Rev. Moose. “We continue to work on the front lines in order to assist independent businesses so they can reopen safely and return to being the economic engines for their communities across the country.”
“It’s no mistake that we designed each of our three breweries [Petaluma, Calif.; Chicago, Ill.; and Seattle, Wash.] to feature music stages to accompany our beer and serve our communities,” said Paige Guzman, chief marketing officer of Lagunitas. “There’s nothing better than sharing connections with others over a great tasting beer and listening to good music.”
Collectively, Lagunitas has produced thousands of shows, from daily TapRoom bands at each brewery location, to nationally and internationally established artists at its Petaluma Amphitheater and other independent venues. Lagunitas concerts represent a wide array of genres and talent including soul legends Charles Bradley and Mavis Staples (with a visit from Tom Waits); post-punk group Parquet Courts; electronic-pop performers Sylvan Esso; psychedelic funk/jazz bassist Thundercat and most recently electric/rock guitarist Mdou Moctar, known as the Jimi Hendrix of the Sahara. Lagunitas’ Petaluma concerts are traditionally free events but during the pandemic the brewery opted to sell tickets in order to raise funds for non-profits, with NIVA as the chosen recipient.
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