Noel Sanchez
How did you get into the beer industry? Why does beer matter to you?
I’ve been a beer enthusiast since an early age, mainly because of the close relationship between beer and heavy metal. It has always been my favorite beverage during fun times. Beer and music can bring people together in a curiously special bond. I greatly enjoy being an agent who promotes this wonderful human connection—and making a living from it. In the mid-2000s, my interest in understanding beer more deeply was sparked when some relatives invited me to brew beer at home. A few years later, while working as a creative director, I participated in a brainstorming session to create the brand for the first microbrewery in Panama. Seeing the boom that craft beers were experiencing, I saw an opportunity to quit advertising and dedicate myself fully to the beer industry. In 2014, I began my journey as a beer professional, studying and formally training with various organizations. Since then, I have managed to stand out in different fields as an entrepreneur, consultant, and educator. I also became a beer judge at competitions held in more than 20 countries, building a large network of colleagues and opportunities across the globe. Today, I’m the regional sales director for BrauKon in Germany.
Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?
For me, having the opportunity to participate as a judge in the largest and most important beer competition in the world, next to internationally respected professionals, is an honor, a privilege, and a great reward for dedication.
