Chat On Tap
Chat on Tap is a podcast about pubs and the people in them. Each week, host David A. Lennon and a rotating cast of your new best mates pull up a stool as they chat with legends, locals and tap in on what to drink and where to drink it. Chat on Tap is both a love letter to Aussie pubs and beer, and a guidebook to where to go next.
Chat On Tap
EP 25 - How Venues Should Use Instagram in 2026 | She Loves Craft
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Craft beer doesn’t just need better beer anymore - it needs better storytelling.
This week on Chat on Tap, David sits down with Stephanie Grant from She Loves Craft, a brewery social media strategist helping breweries actually connect with modern drinkers.
If you're wearing all the hats in the brewery, there's no marketing person to fall back on and fear hitting post because it might flop, this ones for you. From brewery identity and community building to Instagram strategy, regulars, content creation and why viral videos never equals customers, this episode is packed with practical advice for breweries, venues and creators alike.
Stephanie shares:
- Why brewery social media often misses the mark
- How breweries can “show their vibe”
- Why simple phone-shot content works
- The importance of knowing your audience
- Why likes and views are overrated
- How breweries can attract more than just beer nerds
Stephanie doesn’t overcomplicate things. Her advice is practical, honest and refreshingly human.
If you run a brewery, venue, bottle shop or hospitality business — or just love the culture around pubs and craft beer — this one’s worth a listen.
Links
🍺 Stephanie / She Loves Craft
📸 Instagram - @shelovescraft
🌐 Website - https://www.shelovescraft.com/
Episode produced by: WHEN Studios
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Host: David A. Lennon – @davidalennon
Website: chatontap.com
Welcome to Channel Tap, the podcast about pubs and the people in them. My name is David Lennon and I'm so excited about today's episode because of course I'm a creator myself. This is what all this started at. So we're going over to the US to someone who I've found who I've been very excited to get on board for a long time because she is a bro. She started in the brewery and now she's teaching breweries how to get people into them. Her name is Stephanie. She's from She Loves Craft. She joins us all the way from the States at a wonderful time. At her place it's 5 a.m. in the morning here. But Stephanie, welcome to Chat on Tat. Thanks for joining us.
SPEAKER_02Thank you for having me, David, especially at this ungodly hour.
SPEAKER_00Well, it's three o'clock over there. How far away are you off having a beer today?
SPEAKER_02Uh I probably will wait until after I clock out today. Yeah. Okay. Maybe after this. Yeah.
SPEAKER_00In Australia, we find that people tend to just sort of start maybe two-thirds of the way through their day.
SPEAKER_02Yeah, I mean, there is certainly people here that would, but I am on the other side of 40, and I just don't drink like I used to.
SPEAKER_00Okay. Well, that's a surprise to me because you do not look that. Right. So as as I said just before, you're a social media expert. You're helping um breweries get the most out of their online presence. How did you fall into this?
SPEAKER_02Oh man, it's it is a story. I was actually reflecting on my education. So I got my initially got an English degree in technical writing. That was the specialty. And then I went to grad school because my mom was like, you're not just gonna have an English degree, you need to get another degree. And so I went to grad school, which kind of put me deeper into that. And that's where I took a class. I don't know, I don't think it was just about social media because at that time there were just Facebook pages, and people were like not like thinking about the application of businesses. It was very new, and I've just always kept an eye on it because I thought this is amazing. I was like, this is a way for people for brands to actually connect with their customers. That was my first thought about social media in that very early days, and I went on to write because I writing was what took me into the English degree program. I thought I was gonna be a doctor, that did not work out. Uh chemistry, no physics is very hard for me. But uh I yeah, I I started writing and I did a bunch of different writing jobs, and then along the way I became a craft beer lover, and I was like, I think I want to work in this industry. And I started in as a beer writer and journalist, and I've done a few different things in craft beer. Started working in a brewery in 2020, and that was when I and I had been doing social outside of a brewery setting, but I was also doing social, I was writing, I was doing all kinds of different things that were in my within my gre degree field, and I really enjoyed creating content, like just period. Even before I started working in the brewery, I enjoyed creating content, I enjoyed learning and keeping up with what was going on at social media. And I when I had the chance to work in the brewery, it really changed my mind about how to approach social, and I didn't really have any plans to do anything with that. I left there and started my own business, and I had been working on this business for a while, it had been a side hustle, but I was like, no, it's time for me to go ahead and take the leap and do this for the time. And I was working mainly in Good Bear Hunting, Good Bear Hunting closed um their doors indefinitely because they may come back, but uh what was that in 2024? And I was like, I need to figure out what I'm gonna do now because I had sort of been doing a lot of Good Bear Hunting stuff, and I remember scrolling on Instagram and I was like, oh gosh, these these beer industry like po uh uh socials are not great, they're not great. Like, I and I remember asking around my friends, I was like, is there a brewery that you enjoy following just for their content? And they were like, no, we just follow for the releases or like we just follow to keep up with the events, and I was like, Well, that's a shame because it shouldn't be that way. And my mind started going, and then I started posting, like sharing some of my thoughts about the industry, and then I was like, dare I share my thoughts about social media, and then I did, and it's been amazing the reception from people because as someone who has written about tons of breweries, who is a lover of craft beer, I have been watching what has been happening with social in the beer industry for I mean, probably what a decade, like close to a decade at this point, and I I don't know, like I feel like I did kind of stumble into here. Like I just like came into this room and I was like, they were like, give a speech, and I was like, okay, I'm gonna talk about this topic. And then it was just like, oh, y'all are at that my information is very helpful to you. Like, honestly, that's how it happened. And I, you know, and and it's not as if I didn't think about doing this for breweries along the lines of me trying to figure out where I was my place in the industry, but I really identified as a writer who also enjoyed social media, who also enjoyed, you know, writing emails, so many things that interest me. And so, yeah, to have this be the thing that people are like, I really need help with this, and I really appreciate your the way you break things down, I appreciate how easy you make it for us to understand. And I was like, Yeah, I'm here for you. Because I I do believe, and this may be I don't know, too big of a thing, but I believe that if we can better communicate what the craft beer industry is about, because a lot of people have their perceptions of craft beer, they think we're all about IPAs and they think they don't really understand all of the effort and the love and the passion that goes into this craft. And I'm just like, if we can find a way to better tell our stories, it will I think it will have um a great effect on the industry as a whole.
SPEAKER_00It's funny you say that because that's something we have just been talking about in the last couple of episodes. There was a um craft beer festival um here in Sydney where they would get the hops from Melbourne. This is about an eight-hour drive, by the way. They'd get fresh hops off the farm, race them up that day, chuck them in, you know, in a fresh brew, and about a month later we would all get to try them. And um with another creator here, we've been talking about the fact that people have this perception of craft of it being it has to be these big dank beers. But actually, the kind of term we've been using here is independent beers because some of these craft breweries are um doing amazing lagers and pilsners and some of the traditional styles. So uh yeah, I I love that it's it's almost like the the industry had its boom moment where everyone's sitting in these um these like almost garage uh garages and trying these beers, and that was the fun part, and it had explosion, but now it's having a moment where it needs to really sell its identity. Would you agree with that?
SPEAKER_02Absolutely, absolutely. And I was just thinking about this um a few hours ago, this the identity of craft beer. I think for a long time it's been very focused on beer nerds and people who have like what I call the very active informed consumer really helped drive that boom. And now I I would dare say like craft beer has gone a bit more mainstream, and because of that, there's so many different types of consumers that you can target, but it is really important for you to understand who that consumer is because it is not going to be the beer nerd, the beer nerd cannot no longer prop up the industry, it's just we've changed as drinkers. Um, I'm an example of that. I don't drink as much as I used to, and now but I was before I could not like my beer fridge was stay full with things, and now I'm not I'm not spending nearly as much money on beer as I used to. Um and so when you have your consumer change and you have the industry change, you you have to figure out where am I supposed to be, who am I talking to, who am I trying to attract, who am I as a as a brand, because I think that also goes into who you attract. So I think there's a lot of identity work to be done.
SPEAKER_00So a couple of examples here, because I understand you know you're an expert in the US industry, I'm sure it is universal, but I can work to uh you know, our listeners will be Australian, so I can give some examples and you can say if that resonates. Um, or just I guess practically how that works. But I think a lot of places here have found that the identity now is is almost now as the brew pub or the the venue, in that um, like you said, to get past the beer craft nerd, you've got to get to the the beer to the craft beer nerd's partner and their family setup. So it's a place to go where the kids can play, you can have a meal, you can have a glass of wine. It doesn't have to be this beer, but everyone is happy. Would you uh in your experiences you if you noticed that is a the way that successful breweries might market themselves?
SPEAKER_02Absolutely, like it it is all of that. It's I mean, in the last 10 years, I just actually celebrate my tenure 10 year anniversary. I don't have any kids, but 10 years is a long time to start drinking in your craft beer in your 20s, 30s. You might have picked up a spouse, kids. Like you have to now, you're not just talking to that one person anymore, you're talking to their family. And we I think uh as a in this post-pandemic world, a lot of people are looking for experiences, and that's what they want to spend their money on. They want to know that I mean back in the day I was fine sitting in a drafty warehouse drinking beer, and now people are expecting more plush things. Their spouse might not want to do that. Their kids, you know, might need some extra things. Like I know there are some breweries that have uh playgrounds and things for kids. So I I think there's a lot more of I always talk about show your vibe. What is the vibe of your brewery? Because people want to know what they're getting into. They're they want to know is this gonna be a good place for my family. I mean, I think about when my husband has to buy or look for hotels for a vacation, he knows that I am going to want a nice hotel. So thinking about like what is it that your consumer is going to want to check off on their boxes as far as like where are we going to go tonight? Where are we gonna go this weekend with our friends? Absolutely.
SPEAKER_00So, what would be a good, like, say, practical example of that for a brewery right now? So someone is listening, they they sometimes are wearing the uh the marketing hat. How do they show their vibe?
SPEAKER_02Oh, yeah. I mean, that's like to me, like the best thing you can have is your phone. I film most of my content on my phone, and I think one thing that's missing a lot from tech room feeds is just like what does the brewery look like? Like, what is the space look like? And instead of like taking the picture of the beer and just having it tightly on the beer, show the background, show the people that are in the space, show what the space is like. Do your best to just like to almost come away from the beer a little bit and show the environment. Um, you can do this also by showing the people in the space, whether that's the people behind the bar or not. You don't have to get super because people worry, I'm like, I don't want to film people and they're uncomfortable, but you can film people in in public spaces, don't get into their space and make them feel uncomfortable. You can simply step back uh and get a huge shot of your taproom. And that that is enough to let people know because I know I do that as a consumer. I want to know what space I'm walking into. Yeah, I want to know what's going to be there, and it is important for people to know that before they come into your space.
SPEAKER_00Also, with if you've got consumers in your brewery, like just just go ask, hey, I'm doing some socials for the venue. Do you mind if I get a photo? They'll either quickly say yes or no. I find most of them say yes, and even then you're in a brewery, so most of them had a couple of drinks, they're happy to do so anyway.
SPEAKER_02Yes, yes, that's why I always like start with your regulars too. They'd be more than happy to help you. Like they they love your place, they love what you're about, and I think talking to your regulars, showing your regulars, even doing a little story about them, that goes a long way.
SPEAKER_00There's a there's a reason there to have your regular feature as a, you know, if they're willing, as a kind of as a um as a regular feature on your social media. And then people become, oh my god, like I I I I I met Randy at the pub. He's the legend, the legend of the brewery.
SPEAKER_02Absolutely. I did this for one of my clients. He has this guy uh come in and he's from I've wanna I want to say he's from Scotland, and he he's a he's a great guy, great guy, has like didn't was shy about being on camera, but did such a good job and just brought so much like life to it. And even as someone who loves this place, I loved it more because I got to hear how he loved it. And and I think that like it's like having a testimonial, it's showing the proof that your place is special and that you might want to be here because this guy enjoyed it, and maybe you have things as common with that guy, and you're like, Yeah, I'm gonna I'm gonna check this place out.
SPEAKER_00Do you find um some breweries are kind of wrong about what they think it is that draws people in? So I know the craft beer in general thinks that it's all about well, if I make great beer, people will come. And yet you'll have people wander in because they're like, Oh no, but you're you know, you're right next to the park, it's a great place to sit. So getting your regulars to tell people why they come might actually be a feedback session for yourself that you may need.
SPEAKER_02Absolutely. I did a post recently uh where I was like, ask your beer tender questions about your audience because they're interacting with your guests all the time and working off of the assumptions. You know, it's a place to start, but you should test them out. You should figure out like, is it is it because of the beer? The beer is great. And and I really like I think that it's hard to say that now because there's a lot of great places. I will drive across town about an hour to a brewery. I pass pay maybe like six, seven, eight, ten breweries on my way up there, but I go there for particular things for like they have beer dinners that are great, they have great events, and that's why I go up there. But then I go, I have my local um down the street brewery. I go there a lot because it is convenient, but they also have really great logos, and so yes, you can don't make assumptions about why, because when you are able to figure out why these people like going there, then you could start communicating to other people like, hey, after you leave the park, come have a beer. You can start putting that language in there, and it helps. Yeah, yeah. It's just there's so much your audience knows about why, or there's so much your guests know about why they're coming there, and you really should ask them why. Because it can help you with content and just even planning events and things for them.
SPEAKER_00And it doesn't have to be an event at York Brewery, yeah. There's a look there's a local sports team in the Australian football that I adore. Anyone who listens this know that I'm a little bit of a nut about it. I I have like a list of places that are for pre-game or post-game. And like they're also post-game if we win and you know, post-game if we lose. And so telling that part of the story, how you're part of the community. Are there other examples that you can think of that for wager kind of breweries don't have to really add anything to just we're just gonna join in on what's happening?
SPEAKER_02Yes, because a simple post for that could be you showing people in the tap room, enjoying the game, in the pub, enjoying the game. Or I guess the game is off. Pre-you said pre or post. So show them in their gear, right? In their kits, is that what you're calling? Yep, yep, yep, that's the kit. Show them in their kits, drinking a beer, and be like, your pub for pre and post game or post-game, whether you win or lose. Like, we got you. Like, it's it could be that simple. And people will feel seen, they'll be like, Oh, I didn't even realize they knew I was coming in for this game. This is a bar for for me and for other people who like this team. Like, there are so many things that can happen when you start showing the people that are in your space and and and showing them the occasions that they should show up for.
SPEAKER_00Another example would be concerts, you know? Yeah. Someone's coming in and the venue is just down the road from you. Um jump lean into that because uh I know like two of my biggest loves are sport and music outside of beer. And I I find typically like a brewery is never going to be a place to watch sport because I don't know about over there, but typically here they don't have sport screens. Now, I don't know if that's a you know a license. We do here. Let's talk if someone uh is sort of new to the game or hasn't really put thought into social media until 2026. They've got a new page or the page has got a hundred followers. What is the first thing, first couple of things they should be doing to give that page life?
SPEAKER_02Well, the first thing, like go back to it again, knowing who your audience is. Who is it that you want to speak to? And that could be um that could be whether uh you have just an idea of who they are, or you already know because you've interacted with your guests a lot and you know who they are, or maybe you took those questions from that beer tender post that I did and started asking around. Like, really know who you're talking to, and then know who you are as a brand and what it is that you want to communicate. I think those are two places to start. Like, know what you value, know what your goals are, know uh as as a business, and then how do you how are you gonna accomplish some of those goals using social media and showing your personality? I think those are great places to start. And and that is something that I see lacking because I've talked to probably like 30 plus brewery owners and social media teams at this point, and some of those things are missing. And it's also why you're you feel like content unsolved. It's if you because you don't know who you're talking to for real, you're trying to talk to everybody, you can't talk to everybody, and you also are not sure how to communicate who you are as a brand. So starting there, I think, will is is the best place and will make your job about ECB.
SPEAKER_00And then what are some of the what are the some of the biggest, simplest mistakes you're seeing regularly when people start?
SPEAKER_02Yeah, I think a lot of people are afraid of your video. Um, a lot of people are afraid of video. They think video is hard. It doesn't have to be. You don't have to have a super cinematic, like it doesn't have to look like Chef's Table, the the show on Netflix, where they have all these like beautiful cinematic shots and it's in slow mode and like you don't have to do that. Like you could just like if you go on my page, a lot of my videos are very simple. I do I will prop up my phone and film me drinking a beer. I will um just put like I will just uh do a clip where I'm just showing like the beer sitting there and the bubbles fizzing up to the top, and I'll put some text on screen. I had a like I had a video, I did one of these simple videos. It took me probably 10 minutes to put together, and it was just me holding a mother beer, and what really took the time was figuring out what I wanted to say on it, and I call it called these like B-roll videos where you have a B-roll clip, which is just a background clip. I wouldn't call myself a videographer, but it's a videographer turned B-roll, but I think it's probably hit a little bit mainstream now. But you're just showing this atmosphere, like so. Going back to the sports example, show the people in their kits in the in the tap room, right? Put some text up there, and then that's the video. It could be that simple.
SPEAKER_00So it only needs to be like seven seconds, right?
SPEAKER_02Like, yes, yes, like seven seconds, and just a long just long enough for people to read the text, and that could be the video. It does not have to be this super production. Film yourself working, prop your phone up, get your tripod. I I see breweries doing this a lot now, and I and it's effective. It's effective.
SPEAKER_00The one I saw from you the other day that I thought. Um it was this one, right? Yeah. Now okay. Now it's it's literally all it says is if I wanted to grow your brewery's Instagram without relying on fancy equipment, posting every day or going viral, I'd use this content strategy to actually like this is this is what I would do for you. So immediately if someone walks past and goes, Oh, I need that. So I mean, you're not trying to sell the beer as such, you're telling us you're selling it a different thing. But all the video is is just you enjoying what looks like a really delicious lago.
SPEAKER_02Very delicious. Sierra Nevada pills, delicious.
SPEAKER_00Oh, I mean we yeah, we love Sierra Nevada. But you like you've you've taken the sip and you you your facial extra you come back for it. Like you're like, oh, that was so good. Well, hang on, what is that little no time getting? Yes, you know, and that's all everyone can post themselves enjoying a beer, and then it's the text on top, and it goes that um, you know, it could be as simple as what made you know what makes you react like this to a beer? Come in and find out, like any of these.
SPEAKER_02Yes, absolutely. And like I filmed that. I was with my I was waiting for my girlfriends to come visit me or to join me at the bar for a beer drink. And I I think I probably got my purse, I didn't have my tripod, I put my phone down in front of my purse. I could see myself and make sure I made sure I was in shot, and I drunk the beer, and that facial expression was real, like because I'd had that beer before, and I was like, wow, I forgot how delicious this beer was. And so it was all like, and it took me seconds to film. Seconds. And that can easily, you could easily do that, even on busy nights. Like I've was talking to someone a few weeks ago. They were like, Well, we get really busy during these events. I said, just pop your phone up, go, you know, they're also waiting tables. It's like are there at the bar pouring drinks? You do your job, remember in like five or ten minutes that you had this phone set up, turn it off so you the clip isn't super long. You have to, you know, figure out the a good spot is cut out, you know, five to seven seconds. But like you can do this even when you're busy. There are ways around it. So I I do think that video sh don't don't let video be scary.
SPEAKER_00Personally, video hasn't been an issue for me. I've I've been in the industry for a long time. It was how was it what we did as kids, you know. So I'm never being scared of it. But I I have genuinely found this going into the industry where it was kind of I was surprised that I was the only person doing like like those kind of food blogger things, but not many people were doing it for breweries in a sense or whatever. But like when I spoke to people, they go, I just I don't want to tackle that. That seems like so much time and effort, but it does really doesn't need to be.
SPEAKER_02No. And also there are programs that you can use that because the programs can be very overwhelming. Don't start with something like Final Cut. If you're unfamiliar, you know, you're unfamiliar. Don't start with Final Cut or Premiere Pro. Start with edits, start with Cap Cut and just figure out how do I cut this video so that I have the pieces that I want, and you can learn all the other little buttons as you go. I I am self-taught.
SPEAKER_00Yeah, ask your 17-year-old kid how to use Cap Cut. I'm sure they'll Yeah. Um, all right, I want to um talk about this idea to see if you agree that uh likes and views while nice for the dopamine really aren't what you should be chasing.
SPEAKER_02Yes, yes, and even it's funny because likes were such a big thing when it came to how the algorithm behaved, but it's such it's like low on the totem pole as far as um how well a video does. And it's really if you if you're looking at videos watch time, and then the most other the other most important thing is shares or saves, and then somewhere I think there might be something else, but lights are at the bottom of that list. Um and then views are too, like I mean views are I think views can be important, it can be a a a good metric, but your video going viral does not mean that there's gonna be a bunch of people in your tap room the next day. That's just not how that works. And I think that it could be easy for restaurants to maybe kind of draw the connection because there's probably like if I think about um what was the name of the the Cronuts? You remember the Cronut? So if you have something like the Cronut, right, and that goes viral, then you have a line out the door, right? Because it's that sp particular thing. When I see breweries going viral, it's just because they've done something silly, and it usually doesn't have anything to do with the beer, which is fine. I think you should totally have content that doesn't advertise a beer all the time. But that just, you know, got a like, and then people kept going. So it's not really a good way to get people in. I think it's just it doesn't always equal out. And it's like I've seen so many videos from creators that are like I've gone viral multiple times and it didn't put a cent in my bank account. That's not the most important thing. The most important thing is getting in front of people who you want in your tack room, getting around the local people. If you're a tourist destination, getting to people are who have intent to travel to your place, those are the most important things. Then views the I mean it's good, it's nice, but it's not.
SPEAKER_00I think it's too, yeah, rounds out your your point of being like you need to know who your audience are. Who are the people who will look at this and go, I'm going to come in and try. And that's you know, I guess that's all part of the content strategy. I mean, the best video I ever had was um a bird shitting into my beer. Right? It's you know, 800,000 views, and every time I open my phone months later, I'm getting a new comment on it, and now like now it's getting comments in Spanish and German and it's gone around the world. But what that hasn't done anything to me. Like my follow my followers went up marginally, yeah. You know, they're not coming back. So, yes, it's very nice to do something silly in the brewery and get um a bit of love in that moment, and it's good for brand awareness, but then it comes to the kind of overall strategy, right?
SPEAKER_02Yep. And those are you come in. Yeah, yeah, and even like those one-off posts, like they don't do enough to drive people, it doesn't give people a reason to follow.
SPEAKER_00So, what is the sort of service you offer and also like what would it what would it entail? What are people looking at? How much of their time, maybe their money? Um, could people in Australia still sit hit up hit you up online or whatever? So anyway, let's tell us, let's tell everyone what she loves craft does.
SPEAKER_02Yeah, absolutely. So my main offer is helping breweries get clear about their content strategy. So I do that um by so we'll have a call just so I can learn more about your business and your pain points because I want to make sure I can be able to help you. From there, we if you decide, you know, we would be a great partner, we would make a great partnership. We would have an onboarding call where I would rank a walk through um all of the things that we would talk about your business folks, we talk about your audience. Like, what do you think? What are your thoughts on them? Um, because even if you have multiple locations, your audience is gonna be different all over. Um, unless they're like right next to each other, which should I don't know if there's anybody that has done that. But uh yeah, your audience is gonna be different. So we're gonna talk about your audience at all your different locations and all of that. And then we're gonna talk about some of the pain, dive deeper into the pain points that you have around creating content. Because my goal is not only to give you a strategy, but also help you with implementing that, because I I find that it's very easy to just give somebody like a PDF of information, and then you're like, okay, good luck. And then, no, like I'm gonna be there to help you implement it because I know how difficult it is to work in a brewery, you're probably wearing more than one hat, and it could be easy just to stay in the same cycle of like we're just we've been doing content this way, we're gonna keep doing content this way. We got this strategy, but now we're just like, I don't know, I don't think we have the time. So I am gonna be there to help you implement it. So that first month is really just digging into who you are, who your audience is, and I audit your account. I will uh, which is just looking at what you're doing well, what you uh could use some work with, what things are missing from your feed, and then I will create a strategy which we will outline uh who you're talking to, ways to reach them, what type of content you can be creating around them. We dive into content pillars, which I think are very key to helping you create content with ease because it's really communicating like these are the things that make us who we are, and these are the things that um we find important to communicate. And then the uh following two months are really just the implementation part. So we'll have a lot more check-ins in that first month, but in the second and third month, it's like a monthly check-in where you can also reach out to me weekly, and so I'm there for you. Um, I try not to put too many meetings on the calendar because uh people don't have time for that. But I'm really flexible when it comes to that. I really want to do I don't think that every brewery is set up the same, so I try to be flexible with my time, but I want to be there to help you come up with a good plan that makes it easy for you to create content, make you makes you create content that actually starts to work for your business and then help you implement it so at the end of 90 days, you are like we are on a much better track when it comes to our content than we were before. That's my goal.
SPEAKER_00Awesome. Uh I love that. I I just I think it's just a no-nonsense approach, I think is what I think it comes across on your socials, which is why I was like, this is this is someone I need to speak to. It's a little bit left field to what the you know the kind of conversations I usually have, but I'm I'm hugely um interested in in the social media aspect of it. You know, I've been a user generated content creator for for breweries, and you know, the the reaction has been really great. To that, should you be bringing other people in to do content? Like, you know, set the bill up and allow someone to come invite them in, free food and drink. You shoot the brewery from your point of view. Like, do you have uh an opinion on how that sort of works?
SPEAKER_02Yeah, yeah, I do. Uh so initially when I created my account, I was sharing my the beers I was drinking, and that turned into sharing my beer journey as I started to build uh or started to find my way into working in the industry. And I would get asked to create content for breweries. I have worked with Alagash to create content for them, do food and beer pairing. So I absolutely think that is a great way to um get on it's like getting another perspective of your brand from someone else. And but basically the the idea is that there's it's simple similar to word of mouth. It's like you when you have someone else say that give their co-sign for this place, like that is very helpful. And they can see your brand from their point of view, which is a different point of view than yours, but one that might actually connect with your audience even even more. So I do think that it there's there's a uh I think you should pay them not just offer food and free food and beer. I I know that sometimes budgets are hard, but I do think you should compensate whoever you're working with for their work.
SPEAKER_00People don't realize that social media is word of mouth on steroids.
SPEAKER_02Yeah, it is. That's it is that's why those shares are so important to the algorithm because it is part, it is that. And and you are essentially sharing like this brewery is cool. Look at their release, or look at what they do with it for the environment. There's so many ways that you can sort of approach it, but yeah, it is word of mouth on syllabus.
SPEAKER_00Um, Stephanie, I could continue to talk to you forever of all of these tips and tricks. I think you have so many great real life examples. I don't want to give away all your secrets because um, you know, you're you're making a buck out of this. But just before we go on that, I want to hear a little bit more about you. Like that moment when you were in a room telling people you've mixed breweries and social media, and you're like, oh, oh damn, people people were listening to this. What was that moment like for you?
SPEAKER_02Uh so I did the the there wasn't a room, but it was the reaction to the post was shocking. When you talk about the post where the bird poops into your beer, it was similar to that. Like I was watching this, the views and the likes and all of that stuff just continued to rise. I think it was a post about uh oh, it was about Gen Z not drinking your beer. And I I got the idea and I did it, and I was like, oh wow, this really hit a nerve. Like I was I was amazed, and it's just I think that it was really nice to know that this problem that I have been seeing was something that I think a lot of people understood and felt, and they wanted help with it. They wanted help, and I was and that to me was like more aligned with um how I felt about the industry. I think people care a lot about what they do. It's why I'm here. I love working with people who are passionate about what they do. And to and I saw it as a problem of like you're not showing enough of your passion with people. If you show people what this industry really is about, I think that more people would fall in love with it. And I saw a lot of the reactions that I was getting that's like, yeah, we feel the same, we just don't know how to do it, or we don't know where to start, or these things feel really hard to us, and we're not sure how to overcome them. And that to me is just like it was it was uh it was a really valid dating moment for me.
SPEAKER_00That's awesome. I think so many people are uh are glad to know you were here, and if they aren't yet, they will be when they when they meet you or see your presence online because I yeah, I think you have so much to offer. Um and I I hope this isn't the last time that we speak or that we get you on the show because I think there's there's so many different things we could. I just I've my run sheet I just threw out from the moment we started talking because I you know so I'm sorry if what I sent you in an email that we talk about was completely different to what we did. Which but that's that's why I think um conversations go over a beer, even though um I'm not having one because it's uh 5:44 in the morning. Um have you been to Australia? Have you had any Australian beer connections?
SPEAKER_02I haven't. It's funny because my so the woman I worked with in the brewery, we were best pals, and she actually moved to Australia for a bit. She's back here in the States, but she moved there, and I had like these dreams of coming down to visit her, but she got she got back to the States before I could. Um, but yeah, it's on my list, man. I've seen some beautiful pictures. I'm gonna get to I don't know enough about the different areas of Australia, but I know there's like a nice beach, nice beaches. I'll say beaches. Okay, and I love a beach, so uh that would be of very interesting me. Uh also you have a lot of hot farms out there as well, right?
SPEAKER_00A lot of what, sorry?
SPEAKER_02Hot hop farms?
SPEAKER_00Oh, hop farms, yes, yeah, down in uh down in Victoria and Tasmania, yeah. Because we're have the right, we're far enough south in the same way that the hop farms are up north in the part of North America and Canada, or whatever. So, yes, a lot of hot farms, um, plenty of beaches. I mean, I don't know if you know Australia as a land is the same size as the US. It's just that we've only got 28 million people instead of 350 million.
SPEAKER_02I did not realize that. That is wild.
SPEAKER_00It's like, yeah, it takes it takes five hours by plane to go from one side to the other. It's so it's it's a big place, lots of beaches. Um I could I could talk about it forever, but in the same way, uh, I've been to the States, but I haven't been to your part of the world. What's the brewery scene like where you are?
SPEAKER_02Oh, yeah, it's it's been interesting to watch. So when I started drinking craft beer, we had two breweries here.
SPEAKER_00And which is Atlanta, right? Um yes, Atlanta.
SPEAKER_02Yeah. And so if anyone's heard of Sweetwater on Monday Night Brewing, that's those are the two that were there. And sweetwater had been around for a long time, and Monday night was fairly new. And it was it was just kind of sad because there wasn't many. The the laws here are very rough. Um as the in our history, Georgia has been a very restrictive uh state as far as alcohol is concerned. We were we were pro uh prohibition before it was cool. And and as a result, a lot of those laws and uh things are still in the books, and it's made it really hard for businesses to to grow here. And we had um SP 85 was just uh a state bill. 85 repeals a lot of the um there was a time when you couldn't buy a beer from the brewery, you would have to get a tour, and then you would get like six street tickets, which was such a great deal because you were almost getting six six tastes of beer for twenty dollars or something like that. Wow. Um, and some they were very generous with the poor, too. It's supposed to be like, you know, you know how I think that craft beer is a very generous industry. Uh and so yeah, it's it had it was slow to grow, and then it that that got repealed or got and put in place and we grew. And now we have a lot of breweries, but also because of the pandemic and because of a lot of the issues that breweries are up against right now, we've had a few clothes. Uh, but it's uh I think it's still young, it still feels young, and still feels like it has a lot of promise left to show.
SPEAKER_00Okay. I mean, I try I've I went to I went to wrap up with the Australia question and then I started asking if I could kick talking. I am really gonna wrap it this time. So for someone who's listened to this and gone, Stephanie is going to be my queen and it's going to fix all my problems. How do they come see you? How do they come find you?
SPEAKER_02Okay, so uh I think you can check out my website, she lovescraft.com, easy enough. And or if you want to check out my work first and some of the things I talk about, hit me up on Instagram, She LovesCraft. I also have a link in my bio on Instagram where you can schedule like a 15-minute call with me if you just like you have a like particular question about Instagram and you're like, I just want to know what you think about this thing because we've been going back and forth about it, and I can help you answer that question. Um, and then if you want if you're interested in working with me, then there are links in my bio and also on my website where you can type a call in the chat.
SPEAKER_00Awesome. I I really hope I hope you get a couple of Australian uh DMs from this, you know?
SPEAKER_02I would love to work with some Australians, absolutely.
SPEAKER_00Yeah. And then we'll uh work our best magic to try and will you over here and I'll take you out to a number of uh breweries while you're here. Yes, please do. Alright, go check out Stephanie's work. Of course, you can always uh get in touch with us as well. Um hello at chatontap.com if you want to send us an email, or of course, we also are on social assistance how this whole thing started at chat on tap. Uh, but thank you so much for joining us. Thank you hugely to Stephanie. This is a Web Studios production, and we will see you next week.