Sierra Nevada Brewing Co. always makes great videos and content that educate customers. Let us direct you to the company’s recent focus on hops and showcasing its fresh hop Celebration IPA. Sierra Nevada has recently highlighted the beer’s unique brewing process and celebrated the hop harvest season with some recent videos we’ve embedded in this post. Here’s why these videos are a smart marketing move, intermingled with a little history of Celebration IPA, all showcasing how Sierra Nevada continues to inspire brewers and beer drinkers with good storytelling.
Celebrating fresh hops with creative storytelling
In a trio of beautifully produced videos, Sierra Nevada dives into the essence of Celebration IPA:
- “The First Sip of Celebration IPA” captures the excitement of tasting the season’s first tank sample.
- “Fresh Hops Explained” details the journey of Cascade and Centennial hops, picked at their peak for vibrant flavors.
- “Sierra Nevada’s Celebration IPA is packed with Fresh Hop Flavor” follows the brewery’s team as they hand-select hops in the Pacific Northwest.
These videos highlight the importance of fresh hops, the passion behind the brewing process, and the beer’s signature pine, citrus and floral notes. They give beer enthusiasts a behind-the-scenes look while emphasizing Celebration IPA’s limited-time availability.
A history of celebration IPA
First brewed in 1981, Celebration IPA was among the first American IPAs to use fresh hops. The beer’s hallmark lies in its ability to balance bold hop flavors with the slight sweetness of caramel malts. At 6.8% ABV and 65 IBUs, it delivers robust flavors that have made it a holiday tradition for over four decades. Released annually from mid-October to December, Celebration IPA is a seasonal staple, marking the intersection of the fall harvest and holiday festivities. This beer isn’t just about flavor; it’s a toast to the labor of love that defines hop farming and brewing.
Why fresh hops matter
Fresh hops, also called wet hops, are picked and brewed within days to preserve their peak aroma and flavor. Unlike processed hops, which lose some potency over time, fresh hops retain the intensity of their essential oils. This makes beers like Celebration IPA shine with vibrancy. Sierra Nevada sources its fresh hops directly from the Pacific Northwest, where the brewery’s team hand-selects the best Cascade and Centennial hops. These hops are rushed from farm to kettle to lock in their bold characteristics, creating a beer that perfectly captures the spirit of the season. We highly suggest you read Sierra Nevada’s Harvest Guide to Hops. It explains everything.
Why videos are a smart move for craft brewers
Sierra Nevada’s videos do more than promote a product. They tell a compelling story. This strategy works on several levels:
- Educating consumers: The videos demystify the brewing process, explaining why fresh hops are special and worth celebrating.
- Building connection: By showcasing the people, places and passion behind the beer, the brewery fosters an emotional connection with viewers.
- Driving engagement: High-quality visuals encourage sharing on social media, extending the brand’s reach.
- Boosting seasonal sales: Highlighting the limited-time availability of Celebration IPA creates urgency for consumers to grab it while they can.
These videos position Sierra Nevada as not just a brewer but a storyteller, deepening loyalty among craft beer enthusiasts.
Crafting a legacy with Celebration IPA
For Sierra Nevada, Celebration IPA isn’t just another beer — it’s a seasonal tradition that reflects their dedication to quality and innovation. Their marketing efforts, particularly through these videos, ensure the beer remains top of mind for craft beer drinkers during the holidays. Craft brewers looking to stand out can take inspiration from Sierra Nevada’s approach. By combining excellent beer with authentic storytelling, breweries can engage their audience, educate them about the craft, and create lasting memories—one pint at a time. Get a taste of the hop harvest and grab a Celebration IPA before it’s gone.
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