For years, those in craft beer have talked about the value of educating customers. Explaining how and why certain beers are different and exciting is key to increasing interest among consumers and creating new fans. People like Sarah Flora are doing that in ways that, until recently, we wouldn’t have expected.
Along with an award-winning podcast, Flora has earned tens of thousands of followers on Instagram and YouTube, where she demystifies the brewing process, offers accessible education, and connects to people in new and meaningful ways.
“I think it’s important for women to see there are other ladies doing this and we’re really good at it, actually,” she says. “This is a really exciting time to be into beer and because of the internet there’s so much more visibility. We don’t have to go sit in a room of men.”
As one of the most popular beer-focused YouTube creators, Flora’s videos span beer reviews, homebrew recipes, and experiments for amateur brewers, and even discussions about equipment and brewing processes applicable to pros. With about 70 videos posted in 2021, she amassed almost 450,000 views while adding hundreds of subscribers each month. The 30-40 hours she spends each week shooting and editing videos, and the impact her work makes, is evident in followers’ comments about how they put Flora’s expertise to good use.
“My mom’s a science teacher, so I think growing up with her was insightful for how to explain how to do complicated things in easy steps,” she says. “Even if you don’t know how to brew, I want you to be able to pick things up.”
People turn to user-generated content every day to learn new things, but also to see themselves and understand that anyone can start a household fix, learn to play an instrument, or create something new. It’s Flora’s efforts to make beer and homebrewing more approachable that can change perceptions, and this year really showed how much that impact matters.
Words,Bryan Roth