From Firestone Walker:
Mind Haze Doubles Down on Disruption with ‘The Mind Wanderer’
A Campaign to Stoke Curiosity
Paso Robles, CA – Firestone Walker has unveiled “The Mind Wanderer”, a bold new campaign designed to stoke curiosity, challenge convention, and expand the Mind Haze brand universe. With a surreal, 90s-inspired fever dream of a creative approach, the campaign marks the next chapter in the evolution of Firestone Walker’s Mind Haze family of IPAs—a lineup of beers brewed for those who see things differently. Watch the launch ad here. zzubreebym
At the center of the campaign is an enigmatic, otherworldly guru known as The Mind Wanderer—a figure who exists to usher drinkers into the haze, disrupt the ordinary, and celebrate flavor without limits. The campaign is set to drive energy for Mind Haze Hazy IPA, Mind Haze Cosmic Crusher IPA, and Mind Haze Brain Melter IPA through a rollout spanning streaming TV, out-of-home, digital, and trade activations, supported by experiential efforts that will put the beer in drinkers’ hands.
The campaign follows the recent launch of Mind Haze Rage, a turbo-radler spinoff that pushes the Mind Haze brand beyond hazy IPAs and into uncharted flavor territory.
Stoking Craft Beer Curiosity
“When we created Mind Haze, the goal was simple: stoke curiosity and get the world excited about what beer could be,” said Dustin Hinz, Chief Marketing Officer of Firestone Walker. “With The Mind Wanderer, we’re taking that spirit further - an intentional act of irreverence that throws a wrench into the status quo. It’s an alternative to the alternative. A disruption. A middle finger to the mundane.
That movement is gaining traction. Since the launch of Mind Haze Cosmic Crusher and Mind Haze Brain Melter in 2024, the Mind Haze lineup has grown +20% year-over-year.
“Mind Haze is proving that innovation, big flavor, and a brand with personality can still win in craft beer,” said Tony Amaral, Chief Sales Officer of Firestone Walker. “We’re seeing strong consumer engagement, especially with LDAs looking for something fresh and exciting. The expansion of Mind Haze—from the core IPA to Cosmic Crusher, Brain Melter, and now Mind Haze Rage—is just the beginning. We’re bringing new drinkers into craft and reigniting excitement in the IPA space, and ‘The Mind Wanderer’ campaign will fuel that fire even more.”
The Mind Haze Universe Continues to Expand
Firestone Walker’s Mind Haze journey began in 2019 with the original Mind Haze Hazy IPA, a beer that carved out its own lane in the hazy IPA category. Now, with six distinct beers under the Mind Haze banner, Firestone Walker is proving that Mind Haze is more than just a style. It’s a state of mind. A platform for exploration, creativity, and pushing the boundaries of what craft beer can be. From juicy, hop-forward profiles to unexpected, fruit-infused innovations with Mind Haze Rage, the Mind Haze universe continues to grow, offering drinkers bold new ways to experience flavor.
The Mind Wanderer campaign launches now, with more ads, experiential activations, and trade programming rolling out throughout 2025.
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About Firestone Walker Brewing Company
Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker Brewing Company is a family-led second-generation brewery based on California’s Central Coast. Helmed by CEO Nick Firestone and decorated Brewmaster Matt Brynildson, Firestone Walker's main brewery in Paso Robles produces a diverse portfolio of award-winning beers, including 805, California's #1 craft beer brand established in 2012; Mind Haze, one of the country’s top hazy IPAs; and Cali Squeeze, one of the nation's fastest-growing beer brands. The Firestone brand family also includes iconic beers such as DBA, Union Jack, and Pivo Pils, as well as the storied Vintage Series of barrel-aged strong ales led by Parabola. As a California beer company, Firestone Walker also has two additional locations: the Barrelworks wild ale cellar in Santa Barbara County and the Propagator R&D brewhouse in Venice. Firestone Walker was recently named “Best American Brewery of the Decade” by Paste Magazine. More at 805beer.com and FirestoneWalker.com
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