Macie Brubaker
At Sonder Brewing, marketing is not something that happens after the beer is made. It is baked into every decision from the beginning, grounded in five values that shape everything the brand puts into the world: quality, consistency, passion, responsibility and community.
For Marketing Executive Macie Brubaker, that foundation is not abstract. Sustainability shows up in tangible ways, through recycling PakTechs, shrink wrap, Supersacs and cans and sending spent grain to local farmers for cattle feed. Responsibility extends to every design choice and every piece of public messaging, each one made with intention.
The name itself sets the tone. Sonder refers to the realization that every person you pass is living a life as complex and vivid as your own. That idea sits at the center of everything the brand communicates. On the surface, people may look completely different, but the need for human connection is universal. Sonder is not just something you see. It is something you become a part of.
Translating that philosophy into design means living inside a productive tension. Finding the balance between what is beautiful and what is effective is a constant challenge and one worth taking seriously. Though the brand leans minimalist, that does not mean it is restrictive. Each beer carries its own personality and its own story. Very rarely is a recipe created or a name chosen without intention and those origin stories are a rich source of creative direction.
The barrel-aged program is where that creativity gets the most room to breathe. Produced in small batches and packaged in bottles, these beers often become more than something to drink.
The barrel-aged program is where that creativity gets the most room to breathe. Produced in small batches and packaged in bottles, these beers often become more than something to drink. They get collected, displayed, shared and gifted. Each label is approached as a piece of art, something designed to live on a bar cart or in a cellar and spark a conversation long after the beer is gone.
On the broader market side, consumer behavior is shifting in ways the industry cannot ignore. People are more health-conscious than ever and building a space that extends beyond the bar means the product mix has to reflect that. Sonder has explored tart ales with electrolytes, non-alcoholic hop water, gluten-reduced seltzers and a rotating selection of house mocktails. Transparency matters just as much as variety. The focus stays on no added sugars, all-natural ingredients and natural colorings whenever possible. There is already so much beauty in what the natural world provides. The goal is to highlight it, not mask it.
There is also a noticeable shift in what consumers respond to visually. People increasingly care less about how a can looks and more about what is inside it. That reality has pushed the design approach toward something cleaner and more modern, an aesthetic that reflects quality and speaks to people making more deliberate choices about what they consume.
Community, though, is where Sonder Brewing shines the brightest. Some regulars have become like family and that kind of connection is never taken for granted. Sonder actively looks for ways to support the people around it, through partnerships with local organizations, collaborations with our community organizations and events that direct proceeds to nonprofits. For example, in partnership with Deerfield Professional Firefighters, Hornets’ Nest was created, a Honey Wheat Ale brewed as a tribute to the local heroes who show up every day. In the same vein, each year Sonder Brewing and Greater Project partner to host an Oktoberfest festival and 5K, with all race proceeds going directly to the nonprofit. The Sonder
Team also volunteers in local parks annually, planting flowers and cutting back invasive species as a hands-on way to give back to the place they call home.
For anyone building a career in marketing, the advice is straightforward. Find your niche and lean into it without apology. Authenticity attracts the right audience and the right audience is worth more than a large one that never truly connects. Stay open to new things, but know when to walk away from what does not align. Inspiration shows up everywhere, usually when you are not looking for it. Ask questions, listen closely and stay curious.
And do not take yourself too seriously. At the end of the day, this is beer. It is meant to bring people together, to create moments and to be enjoyed. That perspective keeps everything grounded and it is a good reminder of why the work matters in the first place.
