Writing Portfolio

Sarah Buckholtz

Senior Copywriter & Content Strategist

The Work: Stories, Scripts & Strategy

For 14 years, I’ve written for global brands, heritage campaigns, and audiences in 175+ countries—always with one goal: to make it matter.

I’ve traveled America’s backroads, documenting makers and preservationists who keep history alive. As the voice behind Two Lanes, Mike Wolfe’s (American Pickers) travel blog, I guided 300,000+ readers off the highways and into small-town heritage tourism.

I’ve raised a glass with the craft beer industry, writing for Untappd for Business, Hop Culture, and Oznr. Through product launches and editorial stories, I connected 2,800+ breweries and craft beer enthusiasts worldwide, proving that great storytelling—like great beer—brings people together.

I’ve explored the world of business leadership with Entrepreneurs’ Organization, living the challenges of 18,000+ entrepreneurs across 60+ countries. I learned their hopes, hurdles, and rhythms to build websites and write UX copy that helped these leaders find their voice and grow beyond borders.

At every step, my work connects ideas to people and people to action: growing membership, inspiring loyalty, and sparking global conversations.

Featured Articles

Two Lanes Blog •

Come Stay At Mike's Two Lanes Guesthouse

Travelers who’d like to be immersed in Mike Wolfe’s Two Lanes backroad lifestyle can now make themselves at home in his Columbia, Tennessee

Mike’s Two Lanes Guesthouse is officially open to the public as a unique, Main Street loft vacation rental in Columbia, Tennessee. This is the first time that fans of American Pickers get to see picks from the show that Mike has pulled out of barns and sheds across America presented as decor.
Two Lanes Blog •

The Oldest Roadside Attraction in Florida

Since 1947 the Weeki Wachee mermaids have lured U.S.19 drivers to a performance 20 feet below the surface inside the deepest freshwater spring in America.

Imagine you’re out cruising down the Two Lanes of central Florida and you see a mermaid waving to you from a rock on the side of the road. You pull over, follow the tropical mirage out of the car and down into a limestone theater submerged 20 feet below the surface of one of the deepest naturally formed underwater caverns in the country.
Two Lanes Blog •

Motor Motels: Spend The Night In Another Time

There was much to celebrate with the conclusion of The Great Depression and WWII. The economy was beginning to bounce back, soldiers returned home, and in neighborhoods around the country, more automobiles could be found parked in the driveway.

With daily life beginning to return to normal, there was a hunger to explore beyond the front porch and create happy new memories by taking road trips. All there was to do was pack a bag, pick a direction on the map stashed in the glove compartment, and
Two Lanes Blog •

Documenting Biker Culture In America

Paul d’Orléans and Susan McLaughlin travel on Two Lanes, using a Sprinter van as a mobile darkroom, as they capture wet plate-style photos of motorcycles and their owners.

Wet plate photography is an art that’s as old as the state of California. That’s where Susan McLaughlin, a tintype photographer, met Paul d’Orléans, a motorcycle culture expert, author, and rider, in the 1990s, not knowing that one day their two specialties would unite, and discover new ways of picturing biker culture.
Two Lanes Blog •

What It Looks Like Restoring One of The Oldest Hotels in America

“A nod to the past and an eye to the future…”

Welcome to The National Exchange Hotel in Nevada City, California. You’ve just checked into one of the oldest hotels in America.

If the ornate velvet walls of this place could talk, there’d be enough material to produce the next big Netflix docuseries. Stories about famous guests like Mark Twain and Black Bart swimming in the mountain spring-fed pool in the courtyard, the legendary lore of gold-hungry hopefuls exchanging their finds in the tunnels.
Two Lanes Blog •

Check In To The Last Remaining Hotel Designed By Frank Lloyd Wright

Mason City, Iowa is home to the only remaining hotel in the world designed by world-famous architect, Frank Lloyd Wright. Completed in 1910 and restored in 2011, The Historic Park Inn continues to welcome guests from around the world to experience this truly, one-of-a-kind stay.

Three hours northwest of Antique Archaeology's LeClaire location rests this historic hotel and next door bank. 100 years ago, this midwest town of fewer than 27K, brought one of the greatest architects of all time to break ground

My Lastest Editorial Work

Ollie •

Craft Beer Trademarks: How to Apply for One and How to Protect Yours

Four years ago, Stone Brewing filed a trademark dispute with Molson Coors. The now ninth largest brewery in the country argued that the macrobrewery’s Keystone brand violated Stone Brewing’s registered STONE® trademark when they marketed cans with only “STONE,” dropping the “KEY.” In March 2022, the San Diego federal court ruled in Stone’s favor, awarding the brewery $56 million. Interestingly enough, not one month later Stone Brewing found itself embroiled in a trademark dispute once again.
Ollie •

Sustainable Brewing Tips From Allagash and New Belgium

Three Ways New Belgium Makes Its Brewery More Sustainable at the National Level

New Belgium has supported sustainable incentives and regulations for the brewing industry for more than three decades, advocating for other breweries to produce beer in a more environmentally friendly manner.

In a significant effort to reduce its greenhouse gas emissions, New Belgium has brewed the country’s first carbon-neutral beer, implemented solar panels, produced power from process effluent.
Untappd for Business •

The 5 Most Profitable Bar Foods

Fried food is usually the first thing that comes to mind when you think about amazing bar food. With good reason.

Customers enjoy fried foods. Fried food is a great way to upsell in your bar or brewery because crunchy, salty, fried foods make people thirsty for something cold and bubbly to wash it down.

In that same vein, fried foods often become bestsellers on bar menus because they complement beer so well, especially hoppy styles such as hazies, West Coast IPAs, and double IPAS.
Ollie •

The 3 Benefits of Implementing a Successful CRM System at Your Brewery

1. Help All of Your Sales Representatives Build Amazing Relationships

A robust CRM system makes your sales reps’ lives easier. Every day your sales team has a goal to develop relationships and sell beer. Often on the road making account visits, they could have anywhere from ten to fifteen conversations a day.

Your sales reps simply won’t be able to recall every discussion from memory. A CRM provides a place where they can record all of their interactions.
Untappd for Business •

How to Create a Prix Fixe Menu

Here are a few of the top reasons why a prix fixe menu benefits your business.

A prix fixe option might be available every day at some restaurants or just for a set amount of time. Either way, because you use a set menu price, running with a prix fixe means that you know the exact food cost per diner.

Which in turn helps you keep your food cost under control. With just a set menu, you can order only the ingredients you need for each dish instead of a wide range that may not be used everyday.
Untappd for Business •

A Guide to a Standard Liquor Pour

There is nothing better than a full bar. As a bar owner, witnessing patrons sipping cocktails and engaging in conversation is a sign of repeat business and a profitable day. According to a National Restaurant Association study, the typical bartender can make thirty-six drinks in an hour (Ward III). To get the most out of your liquor bottles and maximize your margins on a busy night, it's critical that your bartenders are well-versed in standard liquor pours.
Ollie •

Should Your Brewery Serve Branded or Non-Branded Glassware?

You’ve probably heard the saying, “You only get one shot to make a good impression.” In your taproom, the glassware you serve your beer in is essentially how you make your first impression. And last year we poured a lot of beer in the United States.

Craft Brewing Business reported that small and independent brewers produced 24.8 million barrels of beer in total last year, an increase of eight percent, bringing the market share of craft beer overall (by volume) to 13.1 percent.
Ollie •

6 Reasons to Stop Using Google Sheets to Manage Your Brewery

As a brewer, when it comes to your day-to-day operations, reliability is key. Knowing that you’re fully prepared to brew your brand’s best-selling pilsner or making sure that your hops supplier received a timely invoice is crucial to healthy brewery operations.

Just as you pride yourself on using the best ingredients for your beer, why shouldn’t the same care go into a reliable brewery management system that works with your brewery as it grows?
Untappd for Business •

Should You Start a Food Delivery Service?

While researching food industry trends for 2022, they forecasted that the pandemic would drive a revolution in digital and delivery services by changing how people purchased and received food like curbside pickup, online ordering, and delivery. Now, it’s a sentiment shared across the industry. Boston Consulting Group reported in the article “The $100 Billion Digital Lifeline for Restaurants” that “Delivery’s market share jumped from 7% in 2019 to about 20% in 2020.
Untappd for Business •

The Top 5 Restaurant Wait-in-Line Apps to Try Right Now

When people have a good time in your restaurant, they’re more likely to leave a better review, which in turn can actually help you boost your bottom line.

For instance, Qless reports that a restaurant's income is anticipated to increase by five to nine percent with a one-star boost on Yelp.

According to that report, five percent of customers say they are unlikely to return after a bad experience that can be attributed to poor customer service, subpar cuisine, or excessively long queues at rest
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Websites & UX Copy

2025 Rio University

Rio de Janeiro, Brazil

2025 Global Leadership Conference

Honolulu, Hawaii, USA

2024 Global Leadership Conference

Singapore

Two Lanes Blog

By Mike Wolfe

Two Lanes Guesthouse

Loft Style Apartment in Downtown Columbia, Tennessee

Campaigns & Content

Scriptwriting

Let’s Work Together

Strategic storytelling starts here.

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