Sandro Wirth
How did you get into the beer industry? Why does beer matter to you?
I got into beer because I've always enjoyed products with character—things that are made with passion, skill, and a clear identity. Craft beer hooked me fast: it's creative, social, and there's always something new to learn. Over time it grew from curiosity into a real obsession, and eventually into my everyday life—working hands-on in the industry and sharing that passion with others through tastings and tours on Swiss Beer Tours. Beer matters to me because it brings people together. It's not just a drink, it's culture, community, and craftsmanship in a glass. I love how beer connects local stories with global ideas: traditional styles, modern twists, collaborations, and the constant drive to improve. For me, great beer is about quality, respect for the craft, and creating experiences people actually remember.
Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?
I judge at the World Beer Cup because I care deeply about quality and the progress of the beer world. Being part of a judging panel means applying experience, sensory skill, and fairness—but also staying humble, because every beer represents serious work and passion. The World Beer Cup matters to me because it’s one of the most respected competitions in the industry. It sets a global benchmark, rewards excellence, and pushes breweries to improve. Judging there is both an honor and a responsibility: you’re helping define what “world-class” means in each style, while respecting diversity and intent. Personally, it’s also motivating—tasting alongside top experts sharpens my own palate and standards. It reminds me why I love this industry: the creativity, the commitment, and the community behind every well-made beer.
