In this episode of Culture bière, we're delighted to welcome Carole, Marketing Director of the WhiteFrontier brewery in Martigny, accompanied by special guest Caterina Lodo, an inspiring freelance photographer. Together, we'll explore the artistic and social dimensions of beer, while discovering Caterina's fascinating world.

Beer: a social drink par excellence

“Beer accompanies key moments in our lives,” Carole begins. Whether it's organizing a trip with friends, debriefing a day of riding, laughing over a good joke, or supporting your favorite sports team, beer creates bonds. It was also over a beer that Carole met Caterina, eight years ago in Martigny. Bringing her camera with her from Italy, Caterina immediately stood out for her unique sensitivity and ability to capture the soul of people and objects.

“I knew right away that we would work together one day,” says Carole. Today, Caterina is a key partner for WhiteFrontier, enhancing their beers with images that tell a story.

Caterina's background: a passion for photography

From an early age, Caterina knew she needed to express herself creatively. After exploring music, painting and writing, she found her calling in photography. Her encounter with silver photography in 2013 was a revelation: “It's a process that engages all the senses, from shooting to developing to waiting to see the final result.”

On her Instagram account, @caterinalodo, we find a predilection for analog portraits and landscapes. For Caterina, this technique allows her to slow down, appreciate each step and give the human eye back its rightful place.

Photographing beer: an art in itself

“Photographing beer is more complex than it sounds,” explains Caterina. Several factors come into play:

• Color: it's essential to respect the actual hue of the beer, which varies according to the light.
• Foam: as a living beverage, foam evolves rapidly and needs to be captured at its best.
• Reflections: working with glass means mastering unwanted reflections to sublimate the image.
• Atmosphere: the photo must convey the spirit of sharing and conviviality that is characteristic of beer.

This attention to detail enables Caterina to create unique visuals that reflect the soul of WhiteFrontier products.

A courageous and exciting adventure

Caterina made a bold choice in becoming a freelance photographer. “You have to really want it,” she says, referring to the financial sacrifices and moments of doubt. But for her, the rewards are worth it: “Working with customers like Carole, who respect my values and allow me to flourish, is a real joy.”

Where can you find Caterina Lodo?

To follow her work or call on her talents, you can check out her Instagram account, @caterinalodo, or visit her website, caterinalodo.com.

Thanks to Carole and Caterina for this fascinating exchange. Culture Bière will be back very soon with new beer stories. Until then, don't forget to toast the good times with a good beer from WhiteFrontier!