Meet our Brand and Social Media Manager, Sherri Johnson
From L to R: Sherri Johnson; Founders Dave and Allison Hamme; and Director of Brewing and Head Brewer, David Gonzalez at QC Brew Fest, February 2020.
Lost Worlds Brewing’s brand and social media presence is inextricably tied to Sherri Johnson. When Lost Worlds was but an idea without even a name, Sherri’s dining room table was the sight of a multiplicity of meetings hammering out the high-level concepts. During the launch process, she filled in as an Adventure Guide and stepped up to help through long canning days. Thankfully now, her attention is focused on perpetuating and expanding the brand message.
When not focused on Lost Worlds, Sherri consults for a handful of clients around the Charlotte market. And this is not her first rodeo in the beer industry. She counts Miller Brewing as well as several smaller breweries as prior clients. When not plotting marketing strategy, Sherri can be found enjoying Harbor Island, adventuring at any number of worldwide locations, or parenting her two beautiful daughters.
What is your role at Lost Worlds Brewing?
I was fortunate to be part of the team from the very beginning, when the brewery was a concept and a clean slate for developing a unique brand in the crowded craft brewing space. My role includes marketing, public relations, social media, and working closely with Dave Hamme to continue to innovate our marketing efforts and push the boundaries on our branding initiatives and offerings for our guests.
How would you describe the Lost Worlds Brewing brand today?
Our brand is unique. So many breweries think of branding only in terms of their beer. Aside from the world-class (and now award-winning!) beer crafted onsite, we differentiated Lost Worlds with our concept, and it’s threaded through everything we do. Founded on the premise of an Explorers Club we found a unique niche with endless possibilities. From the archaeology-inspired theme to the explorers and adventurers we name our beers after, we stay true to our brand, right down to the taproom TV that play the Discovery and History Channel (and Panther’s game every now and then).
Having been with Lost Worlds Brewing since it was a concept, what do you see as the future of the brand?
There’s so much room to expand staying true to the spirit in which it was created. Opening during the pandemic forced us to shelve so many plans and focus on surviving while, not losing sight of the strong branding work. In the future, look for Lost Worlds to pop up in unexpected places, create collaborations with other brands, and add more emphasis on travel – inspiring guests to find their adventure. Live global, drink local is what we like to say!
Once COVID is behind us, can we expect changes to the Lost Worlds Brewing presentation?
More than anything, guests will benefit by having the experience in which we initially intended. You don’t know how many times we catch ourselves saying, “Once COVID is over…” We’ll have a speaker series to inspire new adventure; a hiking club (in addition to our yoga and run club), brewery tours with a unique perspective and Flight School to offer beer education courses.
Starting out on the 23.5 mile trek from the south to the north rim of the Grand Canyon.
What is your most favorite adventure?
Oh my, it’s hard to choose just one, so I’ll cheat and give you my top three. A week in Iceland climbing glaciers and snorkeling between the North American and Eurasian tectonic plates; hiking the Grand Canyon from rim-rim in a day; and caving in Puerto Rico, where I took the leap of faith (look it up, it’s one of National Geographic’s “top adventures to experience!”)
Glacier climbing in Iceland with friends and vikings.
Do you have any big plans for the upcoming year?
Pending travel restriction with COVID, climbing Kilimanjaro is a big bucket list item for me. We’re in the initial stages of planning and training and hope to be standing at the summit this time next year!