What have Kylie Jenner and Instagramers got to do with beer?
It turns out quite a lot. Brooklyn Brewery's Garrett Oliver spoke out recently attributing the phenomenal success of NEIPA (New England IPA) to its photogenics and ability to influence on Instagram.
There's a new generation coming into beer, not just in brewing and bars but, in the crucially important work of communicating what a brewery and its beers are all about.
Read on to hear from Shannon McFarlane on promoting Tempest Brewing Co and working with co-founder Annika Meiklejohn.
A new generation of influencers
Shannon McFarlane is the person behind Tempest Brewing Co's marketing and branding. Her days are all about photography, marketing strategy, merchandising and, of course, sharing the spirit of the company on social media. The sense of community within the brewery is clear when she describes Annika, Tempest’s co-founder and director, as “the driving force behind the business side of the brewery.”
Is working in the beer industry different than what you thought it would be?
I didn’t have many expectations about the beer industry. I think the obvious expectation was that it might be difficult as a girl in an obviously male dominated field, but for the most part it’s not been an issue. The people you meet who work in breweries are some of the nicest, most passionate people you’ll ever come across.
Is this really the golden age of the Scottish beer?
I don’t think we’re necessarily in a golden age so much as we are on the cusp of one. The Scottish brewing industry is still fairly young, a lot of breweries are just now starting to have access to resources that’ll allow them to grow and make their mark on the world. We recently entered the RateBeer Top 100, and we’re only one of two breweries on there despite the masses of talent in Scotland!
What is the most exciting thing about the future of brewing in Scotland?
I think it really is just the passion and enthusiasm that people have for this industry. You’ve got not just the passion from the brewers and the people working day-to-day in the industry, but also this incredibly motivated, close-knit, excited community of people who drink the beer. That kind of excitement is so hard to find in other comparable industries.
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