So much of what prevents people from enjoying the rich world of beer is a simple lack of knowledge and confidence. If someone is afraid of being demonized and mocked for not being able to identify the subtle nuances that set a great brew apart, they’re more likely to just stick with the stuff they know. No one likes feeling like an idiot, and they certainly don’t like to be treated like one. As long as craft beer clings to the small-minded ideals of superiority and exclusivity, it will forever remain a niche marketplace.
Enter the brilliance of Sierra Nevada. We’ve discussed the Chico, CA-based brewer’s video skills before because we believe they do a tremendous job of using that medium to connect to their audience and create loyalists to their brand. Well, now they’ve gone ahead and decided to double down on their video bet in an effort to help educate the willing and create an inclusive society of consumers who’ll enjoy their beer the way it was meant to be enjoyed: confidently.
The innovative company has launched a new video podcast series on their YouTube channel. The videos, entitled “The Brewer and the Beer Geek,” pair Sierra Nevada’s product development manager, Terence Sullivan, with Bill Manley, a member of the development team (and highly regarded beer geek at a company full of them). Each installment is intended to give the backstory of a particular Sierra Nevada beer, explaining what the goal was in brewing it, how the idea was hatched, what tasting notes to look for, and anything else notable that may increase the average drinker’s enjoyment of a given brew.
These are not earth-shattering videos. The production values aren’t breathtaking. The content isn’t unforgettable. But the idea, the desire to educate and include rather than obfuscate and exclude, is something more. By choosing to empower consumers and meet them where they are, as opposed to embracing a haughty or arrogant attitude, Sierra Nevada has essentially made one thing clear: they care about great beer, and they want to help you do the same. Cheers to that.