Brewing the Perfect Content with Sierra Nevada

Emma Kramer, Social Media Manager at Sierra Nevada

When you think of Sierra Nevada Brewing, you probably think of iconic craft beer, sustainability, and a brand that’s been shaping the industry for decades. I had the pleasure of meeting with Sierra Nevada Social Media Manager, Emma Kramer, about how she uses the power of sound and other senses to narrate the brand’s online identity.

It’s safe to say Emma’s day-to-day is packed – she manages 8 different accounts and the brands within the Sierra Nevada portfolio (and we’re grateful she took time out of her day to chat!). She explained how different beers have their own brand identities, whether it be the outdoorsy Pale Ale or the zesty Citra Little Thing.

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Listen to Behind the Sound Episode 4: Interview with Emma Kramer, Social Media Manager at Sierra Nevada

Emma’s a master at distinguishing a voice between each offering and using the senses as a tool to do so. The Sierra Nevada team can be seen hosting dinner pairings at their brewery locations or creating Spotify playlists of what each beer sounds like. It’s a unique marketing style that helps them differentiate in the beverage world.

One of the highlights of APM Music, Emma points out, is the vast variety of tracks compared to other libraries that helps hone separate brand identities.

“Music is such a hard part of creating content ... it’s so hard to narrow down exactly what you want … our Hazy Little Thing beer sounds so different from Pale Ale, versus Pils, versus Trail Pass; so being able to determine what vibe goes with each really helps by having so many different genres and moods available through APM.”

With Emma’s impressive career spanning experiences at professional sports teams that use APM Music for content, she knows exactly why having cleared music for socials is extremely important.

“When I got [to Sierra Nevada] we did not have a music provider, and I knew immediately that was one of the things we needed to prioritize, just to make sure we were clear of any copyright issues, and we were really protecting ourselves on social with the brand.”

Social media for a brand like Sierra Nevada isn’t just about showcasing products; it’s about capturing a lifestyle. Whether it’s a crisp pour shot, a behind-the-scenes look at brewing, or a moment out in nature, every piece of content carries a vibe. Music is a key piece of the puzzle that helps Sierra Nevada tell their story.

In a crowded social landscape, details make the difference. Music might seem subtle, but it has a powerful impact on how content is perceived and remembered. For Sierra Nevada, it’s part of what helps their content feel intentional and true to who they are as a brand.

Featured Playlists

·      Music for Brands

·      Monthly Trending on Social Media

·      Summer 4Eva

·      Animals, Nature, and Outdoors

Want to talk music? Let’s work together.