Craft beer isn’t just about what’s in your glass, it’s about the experience, the people you share it with, and the culture that continues to grow and evolve. Over the past decade, social media has transformed how craft beer is discovered and enjoyed. At the heart of this shift? Craft beer influencers.
They’re more than just photographers capturing the latest pour. They’re storytellers, educators, and trendsetters who highlight hidden gem breweries, shape industry trends, and guide both newcomers and seasoned drinkers through the ever-expanding world of craft beer. Many of the best beer discoveries don’t come from store shelves but from a compelling post that sparks the thought, “That’s a must-try.”
Why Craft Beer Influencers Exist
Many who take craft beer seriously quickly realize that knowing where to start is already half the journey. There are a thousand breweries out there, and each one of them boasts its own variation of a style such as a stout, a sour, and a hazy IPA. How do you know what’s worth a try?
This is where craft beer influencers play a crucial role. They cut through the noise and help drinkers discover exceptional brews. Their insights go beyond a simple label, providing an expert seal of approval that can make a big impact. A well-timed recommendation can turn an overlooked beer into a must-try—like a two-year-old stout that gains attention simply because a trusted influencer says, “If you enjoy chocolate, try that one.”
Aside from recommendations, influencers build camaraderie. Drinking a beer in a vacuum is one thing, but having one in a conversation is a whole lot of enjoyment. Regardless of debating trends, dissecting brew processes, or debating pastry stouts have gone too far (they have gone too far, trust me), craft beer influencers make the community pop.
Where Craft Beer Influencers Publish Their Content
Instagram: The Hub for Craft Beer Influencers
Hands down, the biggest platform for craft beer influencers is Instagram. Beer is a visual beast—think about a perfectly amber-colored lager, a juicy NEIPA with its thick haze, or a nitro stout with its foamy cascade. Not only is beer discussed on Instagram, but it’s displayed, too.
Many discover beer enthusiasts by following them on Instagram and are often amazed by the creativity involved. Some influencers take a cinematic approach, capturing their brews with professional-level photography and carefully crafted backdrops. Others keep it simple—just a can, a glass, and a concise review in the caption—and it works just as effectively.
Instagram’s hashtags even make searching for content a breeze. Need a new one? Search for #CraftBeerLover, #DrinkLocal, and/or #Beerstagram, and a sea of options will be at your fingertips. And for breweries, it’s gold – one post in a smart location for an interested influencer and they’ll be scrambling for your new launch.
TikTok: Beer with a Twist
Who’d have ever dreamed that TikTok would be a go-to for beer promotions, but it’s actually a perfect platform for it. Short, bite-sized format, and perfect for quick beer reviews, humor about beer, and even a glimpse at breweries in the background.
Some have even taken it to a whole new level, creating beer challenges, blind tests, and wacko pairings (a double IPA with a breakfast cereal—no, no, no!). It’s a reminder that, with all its nuance, beer’s about having a little fun, too.
YouTube: Nitty-Gritty Beer Instruction
When one wants to go beyond quick posts and into detail, YouTube is the platform to use. Some use it for in-depth brew techniques, review of high-rarity brews, and even instruction in homebrewing.
Many beer enthusiasts have learned a lot through YouTube about the factors that give certain hops their citrus character and how aging in different barrels influences a beer’s personality.
The Best of the Best: Craft Beer Influencers
The world of beer is full of influencers, but a few rise to the top and stand out:
- The Craft Beer Channel
- Dudes Brews
- Real Ale Craft Beer
- The Beer Review Guy
All of these influencers have a little bit of something else, but one in common: a real passion for craft beer influencers.
How Breweries Can Engage with Craft Beer Influencers
If your brewery isn’t partnering with craft beer influencers, then it’s a big miss. One post with a relevant individual can expose your beer to a thousand potential buyers. Some breweries work with influencers in a variety of ways, including:
- Sponsored Content – Paying influencers for a review or a feature of a beer.
- Event Partners – Inviting influencers to new breweries, beer events, and tap takeovers.
- Merch Giveaways – Hosting contests with followers for free merch and releases.
- Role of a Brand Ambassador – Long-term partnerships in which an influencer promotes a brewery regularly.
The key is to be real, though. Folks can sniff out when an ad feels forced a mile down the street. Best collaborations feel organic—like a real recommendation, not an apparent sales job.
The Role of Instagram in the Craft Beer Community
And closing out, let’s circle back to Instagram and its role in the craft beer community. Much of the trends seen in craft beer today—hazy IPAs, pastry stouts, and smoothie sours—blew up in part through Instagram.
A few of the ways in which Instagram keeps the craft beer community thriving:
- Hashtag for Discovery – Looking for #CraftBeer introduces you to a thousand beer enthusiasts. And, for more, to expand your community click here!
- Interacting with Breweries – Breweries respond and re-share posts, and it’s easier to make contact with them.
- User-Generated Content – Everyone wants to post about what they’re having. Mention the relevant account, and you could get shared with a massive following.
- Community-Building – Live tastings and group discussions, courtesy of Instagram, make it easy for beer enthusiasts to hook up.
So, a fan of craft beer and not an Instagram follower of influencers yet? Well, then, my mate, I’m afraid you’re actually missing out!
The Power of Craft Beer Influencers
The influencers have irreversibly changed the face of craft beer. Whatever your role – a brewer looking to build your following, a new beer blogger, or simply a fan of a pint of fine ale – listening in to these influencers can make your life with beer a whole lot easier.
And whenever in a position to stand in a room full of a variety of craft beer, with no idea at all about what to have, have a peep at what your go-to craft beer influencers are recommending. It will save your face (learned that one the hard way, mate!).
Cheers!
