Tastethedram did an interview with Elle @Siponwhat about her love for beer and tricks of the trade brands can use to grow their exposure.
Elle, we like to kick things off with you telling us a little about yourself.
E: A little bit about me: Elle has been a nickname for many years, since my high school basketball days. I am originally from Philadelphia and studied Journalism at Temple University with the intent of becoming a sports broadcaster. Various internships and classes exposed me to photography and I fell in love with it as well as design, which led me into a career in social media content curation and marketing, and eventually, my hobby, SipOnWhat.
Give us a little background on how “Sip on What” came about.
E: In many of my stories and posts, you’ll see most of my adventures and brewery visits are with my mom. We’ve traveled as far as San Juan Island off the coast of Washington state to visit a brewery. She hardly drinks, but loves experiencing the breweries from a design and architectural perspective. My family is in the hospitality industry, and one of our establishments has a bar, so our trips became a way for us to learn more about beer. For me, I take the opportunity to explore the craft beer world, learn the industry, make new friends while sharing it with her.
It was at a brewery in California where she said to me, “You should combine your love for beer and photography and start an Instagram,” I didn’t think much of it until we came back from the trip. On a whim, I started creating content and exploring the beer scene locally until I came up with a name I liked.
Why did you start “Siponwhat” on Instagram? Is it a full-time gig or on the side project?
E: Initially, I created SipOnWhat to document each beer I drank. If I had a beer that I enjoyed, I wanted to “insta” it. It also served as a creative outlet in content curation for me. The page began as and remained a hobby; however, it quickly shifted from documenting the beer I enjoyed into sharing more brewery visits, beercations, local beer events. As the page evolves, I have also begun highlighting my food and fitness lifestyle as well.
We’d love to hear about how your passion for beer came about? Everyone has a different story, what’s yours?
E: Since my family has owned and operated bars and restaurants, beer was always present through a mass-production aspect. I knew the Macro brands and had a general knowledge of beer through my twenties. Contrary to most people’s experience, my passion for craft beer came about through my weight loss journey.
If you had given me a Levante or Finback brew two years ago, I would’ve tried the beer and return to my glass of wine. However, after completing Whole 30, during the week where I introduced alcohol back into my diet, I found that I was able to maintain or lose weight while drinking beer vs wine. I stopped drinking wine and sugary cocktails and began exploring the beer scene heavily from there. To this date, I have continued to lose weight, and I am pounds from a 100-pound loss.
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?
E: Continue to be creative; continue to push limits. Let the feed be the getaway to your brewery/establishment; your content should reflect that while remaining transparent.
Would you give the same advice to craft brewers as you would to the established players in this market?
E: Of course. Those established accounts stayed on top of the trends, which may have helped them learn what content works best for them.
What is your stance on influencers being paid to post about brands? Should influencers be transparent regarding payment for posts?
E: I love seeing big brands work with influencers. I highly encourage the opportunity for any influencer working with a brand and vice versa. There is always something we can learn from each other and many of my purchases are made from other accounts sharing about a product or brand they trust. In regards to payment, I think that should be up to the brand and the influencer. As a consumer, it’s important to be honest behind the product/experience.
How do you think the rise of influencer accounts on Instagram has impacted on the way that people discover restaurants/beers/bars/food?
E: For me, personally, I think it’s fantastic! When I travel, I want to experience the city like a local. I can’t tell you how many times I have used Instagram to find or plan my trips out. I love learning about the city from that grammar’s perspective. It helps me feel more comfortable, especially if I travel alone.
General words of wisdom you live by….
E: Stay curious, be passionate, and kind to others.
What do you wish brands knew before approaching you on Instagram?
E: I will always feature positive feedback on a brand that I am collaborating with. I don’t ever want to have someone shy away from trying a product based on negative experience or my dissatisfaction with a product. There are a lot of factors we as a consumer that we don’t see when someone writes a bad review, and I don’t want to deter anyone from trying something new that may work for them.
On a personal note, what are some of the most important things in your life?
E: My mom, baby brother, and my two pups are what bring me the most joy. I feel fortunate to share my goals and aspirations with them.
Best moments/memories/lessons of 2019?
E: Best Moments: Experiencing GABF was a big highlight for me. I am looking forward to doing it again, and soon.
Best Memories: Meeting some of the amazing babes in craft beer such as @TheBrewLocker, @TheGirlWithBeer, @TravelingHoppy, @ElenaDrinksBeer, @IsBeerACarb and many others. These ladies are all badass, and it was amazing to meet the beauties behind the page. It was really amazing meeting those who follow me as well. I can honestly say, beer brings people together.
The lesson of 2019: Letting go, it’s a necessary part of growth.
