Firestone Walker has launched “The Mind Wanderer,” a bold new campaign designed to spark curiosity, challenge expectations, and take the Mind Haze brand to the next level. This latest chapter in the Mind Haze story is more than just marketing—it’s an adventure. With a surreal, 90s-inspired creative approach, it celebrates the evolution of Firestone Walker’s popular IPA lineup, crafted for those who think differently.
At the heart of this campaign is The Mind Wanderer—an enigmatic, otherworldly guide who invites beer lovers to embrace the haze, break free from the ordinary, and enjoy limitless flavor. The Firestone Walker Mind Haze new campaign 90s inspired direction will promote Mind Haze Hazy IPA, Mind Haze Cosmic Crusher IPA, and Mind Haze Brain Melter IPA through TV, digital, outdoor, and trade activations, along with experiential events where drinkers can sample these innovative brews.
Exploring New Frontiers in Craft Beer
This campaign follows the recent launch of Mind Haze Rage, a turbo-radler that pushes the brand beyond hazy IPAs and into exciting new territory.
“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.”
The Firestone Walker Mind Haze new campaign 90s inspired approach perfectly aligns with this vision, capturing the essence of nostalgia and creativity in craft beer. The results speak for themselves. Since the introduction of Mind Haze Cosmic Crusher and Mind Haze Brain Melter in 2024, the brand has grown by more than 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 Ever-Growing Mind Haze Universe
Firestone Walker introduced Mind Haze in 2019 with its original Hazy IPA, carving out a unique space in the hazy IPA category. Now, with six different beers under the Mind Haze umbrella, the brand has become more than just a style—it’s an experience. A platform for creativity, exploration, and pushing the limits of craft beer.
From juicy, hop-forward profiles to unexpected, fruit-infused innovations like Mind Haze Rage, the Mind Haze lineup continues to grow, offering drinkers bold new ways to enjoy flavor.
The Mind Wanderer campaign is now live, with more ads, events, and trade promotions rolling out throughout 2025. The journey is just beginning—are you ready to enter the haze?
Drink. Explore. Expand.
