Instagrammers are building huge organic audiences by curating fresh content specific to your hobby. Brands are taking advantage of the organic audiences created by these content kings and queens and finding ways to work with them to champion their brand. We spoke to Sarah of Upstate, NY about growing her channel and the beer industry as a whole.
Sarah, we like to kick things off with you telling us a little about yourself. Give us a little background on “sarah.a.calandra”.
SC: I started off just wanting to share with the 700 or so people that followed me, some awesome places to explore in my area of Upstate, NY. That, combined with my desire to art direct and curate my feed turned into a really fun passion of mine that has grown and evolved over the years. I focus on wineries, breweries, distilleries, and restaurants in my area but have also shared awesome rental properties…think of it as a living travel guide of Upstate, NY!
Why did you start “sarah.a.calandra” on Instagram? Is it a full-time gig or on the side project?
SC: I would say it’s definitely part time. I am a graphic designer and art director full-time. I love both too much to not do both!
We’d love to hear about how your passion for beer and travel came about? How do they both reflect upon each other?
SC: I think Upstate, NY is uncharted territory for people who don’t live in New York State. Whenever I talk to someone about where I live, they automatically assume I live near New York City. There is so much to do (and drink) in this state, and it’s hard not to find a local brewery or winery around every corner. No matter where you want to go explore, there’s always a local spot to check out and grab an awesome meal or a drink!
We love your sex appeal and how you add flare to the once boring beer industry. What advice would you give craft beer breweries or beer companies looking to use the Instagram social media platform to grow their brand’s image? Would you give the same advice to craft brewers as you would to the established players in this market?
SC: (Thanks!) I would say especially right now, change is happening in this industry. Sexism and abuse has been an unmanaged issue not only from patrons, but employees and owners. It’s always been a “boys club” atmosphere, and I want to see serious change happen where women and non-binary people feel safe and respected. Putting myself out there online comes with its fair share of gross DMs…but for the most part, my community is respectful and I’ve gotten so many genuine compliments surrounding my reviews! Sure, being attractive helps get the word out, but to hear from my followers that they find use out of my content and use it to plan their own adventures is the whole goal for me!
What is your stance on influencers being paid to post about brands? Should influencers be transparent regarding payment for posts?
SC: I think it depends on the context. I have been paid for posts before, but I share experiences more than products. A lot of the time, payment for me comes in the form of free services or entry to events. If I was making money off of the sale of a certain product I was promoting and telling my followers to buy it, I would absolutely be transparent about that, it just doesn’t happen for me with the content I post! Yes, influencers should be transparent if they are making money off of their followers, but taking time out of your life to attend an event, photograph a space, edit and create reels….it’s time consuming so there should be compensation for that.
How do you think the rise of influencer accounts on Instagram has impacted on the way that people discover restaurants/beers/bars/food?
SC: I follow so many other local influencers, that it’s the main way I find out about what’s happening around me and where I should go! It’s a win-win for both the influencer and the restaurant/bar owner to collaborate on a post. I need content to post, and my content drives traffic to them. Before social media, advertising was expensive and lacked authenticity. I think authenticity is the biggest advantage with social media. I would never cover a location I didn’t think was worth anyone’s time or money. People can sense that, and they know they have a high chance of enjoying the experience as well.
If you could visit any city at any period of time, where would you go and why?
SC: Florence, Italy during the Renaissance. Not only is it one of the best places to go for wine, but it’s steeped in art and history. I’d drink wine and watch Michaelangelo carve the Statue of David.
General words of wisdom you live by….
SC: Bad times can always be a catalyst for positive change, it just depends on you to see the opportunity before you.
What do you wish brands knew before approaching you on Instagram?
SC: That I’m super awkward in person. The hardest part of this job (if you want to call it that) is confidently navigating a space and having my photo taken. I always feel like people are staring at me!
On a personal note, what are some of the most important things in your life?
SC: My husband/drinking partner/photographer. He’s my best buddy and I wouldn’t be where I am now without him. Also my passion for creating art. It’s the driving force behind all of this.
If your best friend could tell us a funny story about you, what would it be?
SC: It would involve alcohol…probably the time where I was trying to get a video of me pouring wine into a glass for a reel and I dumped it all over the table.
How have the lessons of 2020 changed the way you view the future and the upcoming year 2021?
SC: I’m sure I’m not the only one that can say 2020 (and 2021) have been some of the hardest times of my life. Change can be almost unbearable, but I’ve been pushing through it and trying to cultivate a more meaningful and fulfilling life on the other side of it.
