The Lagunitas Brewing Company is Teaming Up with Female Tattoo Artists
Laura McQuarrie — March 5, 2026 — Marketing
References: instagram & prnewswire
Based on the insight that while women are more likely than men to have tattoos, yet they make up just 25% of tattoo artists and 5% of tattoo shop owners nationwide, The Lagunitas Brewing Company is partnering with female tattoo artists in honor of International Women's Day.
Lagunitas introduced Little Sumpin' Sumpin' with a unique can in 2009, and the return of the original Millie artwork was well-received in 2024. This celebration of self-expression is a nod to Little Sumpin' Sumpin's iconic Millie can art, prompting Lagunitas to commission custom flash sheets from Mary Joy Scott, Amelia Rose, Julia Campione, and Becca Genne‑Bacon, located across the United States. On March 13th, fans who book an appointment and choose one of the designs will get a free tattoo, funded by Lagunitas, at select locations on a first‑come, first‑served basis.
Lagunitas introduced Little Sumpin' Sumpin' with a unique can in 2009, and the return of the original Millie artwork was well-received in 2024. This celebration of self-expression is a nod to Little Sumpin' Sumpin's iconic Millie can art, prompting Lagunitas to commission custom flash sheets from Mary Joy Scott, Amelia Rose, Julia Campione, and Becca Genne‑Bacon, located across the United States. On March 13th, fans who book an appointment and choose one of the designs will get a free tattoo, funded by Lagunitas, at select locations on a first‑come, first‑served basis.
Trend Themes
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Brand-funded Personalization — Brands underwriting permanent consumer customizations like tattoos signals new revenue and loyalty models where products and self-expression converge.
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Female-led Creative Partnerships — Greater commissioning and visibility of women artists in traditionally male-dominated trades reveals pathways for equitable talent pipelines and niche cultural authority.
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Experiential Product Marketing — Product promotions that transform into live, memorable experiences indicate a shift from transactional advertising to immersive brand-driven cultural moments.
Industry Implications
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Alcohol Beverage — Beer brands leveraging artistic collaborations and funded consumer experiences point to expanded brand ecosystems that extend beyond packaging into lifestyle offerings.
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Tattoo Body Art — Sponsored tattoo programs expose alternative monetization routes for artists and shops, redefining client acquisition and collaborative revenue sharing models.
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Marketing Advertising — Agencies and in-house teams that orchestrate sponsored cultural activations demonstrate opportunities for integrated campaigns combining PR, experiential, and creator economies.
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