Sierra Nevada Brewing Co. embraces lots of outdoor athletes as brand ambassadors to authentically connect its brand with the adventurous and nature-loving spirit of its consumer base. Just look at all these cool brand ambassadors. These ambassadors, often celebrated figures in outdoor sports and activities and often from California, embody the brand’s values and lifestyle, showcasing the beer in the context of adventure, sustainability and community engagement. These influencers can range from pro anglers and cyclists to amazing makeup artists.
Sierra Nevada will occasionally do these videos called What’s Your Thing?, celebrating these interesting individuals. Here’s Abby Wren, who lost her hair and was diagnosed with Alopecia, leading to an exploration of using her body as a canvas for art. Her creations are insane. Just look at this Sierra Nevada-themed hop monster or this Goosebumps ghoul! She’s turned her art into a career, while opening up the conversation about Alopecia and societal beauty standards. Just watch this video.
These brand ambassadors help in creating a relatable image that resonates with customers who share similar interests, effectively broadening the brand’s appeal and enhancing its presence in various outdoor, athletic and artistic communities. This approach worked on me. I don’t surf, but I love watching big wave surfers. Jojo Roper is one of the best big wave surfers on earth. Watch this ripper. It’s amazing what these wave riders do just to find big surf. In the video at the top of this post, Roper and his surf buddies take a dawn patrol expedition from San Diego to Todos Santos in Baja, navigating through rough waters to confront one of the West Coast’s largest swells. Then below, Roper journeys from southern California to ride Mavericks at Half Moon Bay. Loaded with jet skis and safety gear, the crew tackles the monstrous swell and foggy conditions to score some unforgettable waves.
Brand ambassadors serve as a bridge between Sierra Nevada Brewing and its drinking community, infusing the brand with authenticity and relatability. By sharing their passion for the outdoors and sustainability, these ambassadors resonate with customers who value adventure, environmental stewardship and beer — a pretty great trio. Because these gorgeously produced ambassador videos that Sierra Nevada creates never get the amount of views they deserve, I’ve embedded a bunch of my favorite ones in this post. Give them a watch. It’s both excellent film making and marketing.
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