Why Beer Wars Matters
OK, this may seem self-serving coming from me but before you judge, please read on for at least another paragraph or two. Obviously Beer Wars matters to me. After all, I invested 3 years of my life making the film and another year securing distribution and promoting it. And as many of you know, I don’t (can’t) drink beer because of my alcohol allergy. I made this movie because I believe in its bigger message –consumer choice. (If you want to skip to the “call to action” then click here.)
And speaking of choice, Beer Wars is now available to virtually everyone with a TV or computer through several distribution deals with major media companies who obviously think the film has merit. So let’s take a minute to celebrate that. Woo hoo! After all, distribution (like in the beer business) is step one. After all if it’s not available, people can’t buy it.
The bigger issue is AWARENESS. It’s one thing to have the movie available along with hundreds of well-known movies (on cable and satellite on demand) or among thousands of films (on iTunes, Amazon, Netflix) but it’s another for people to actually buy or rent it. Just like in beer, the “shelf” is dominated with big names. Sure it’s easier to engage viewers on Netflix because people see it as “free” with their membership. But getting people to plop down $3.99 on a film they’ve never heard of, well that’s something else entirely.
So you may be wondering why you’re not seeing ads for this film or why it’s not being promoted on TV. Well first off, this is an independent film. That means that it wasn’t made by a studio but by me – the filmmaker – and so I invested in making the movie and there’s no ad budget. And no studio is going to spend advertising dollars on anything but their big budget studio films. Indie films like Beer Wars are left to find their own way.
So what about free publicity? Why isn’t the film promoted on shows like Today, Jimmy Kimmel etc.? Well I guess it’s time to bring up the 800-pound gorilla. If you’ve seen the film, you no doubt know that Anheuser-Busch InBev is a force to be reckoned with. And you also know that they are a HUGE advertiser on TV and radio, in print and on billboards. You also know that times are tough, ad budgets have been cut and so the reality is that no one wants to piss off a big advertiser. And so, you won’t be seeing me, or Sam or Greg on TV promoting the film anytime soon. And if you don’t believe that this sort of thing happens, check out Toyota’s recent boycott of ABC stations after they reported the truth about safety issues.
This leaves us with one area that the big brewers don’t control – social media. Word of mouth is what built and continues to strengthen the craft beer world. It’s regular people telling their real world and social network friends what they think about beer and the people who make it. And everyone has an opinion. It’s totally democratic. And yes, there are influencers and web sites to help you navigate through the choices and latest releases, but ultimately, the web gives everyone a voice. Independent brewers have a direct line to consumers. And unlike the big brewers, they take time to build relationships.
And believe me, I’ve heard many of the voices. There was some criticism when the film first launched. People were unhappy with the content of the film (wishing and wanting their choice of brewers) but now that it’s out in wide release, let’s talk about the bigger picture. Right now, this film is available to 80 million households on demand through cable and satellite operators and millions more through digital outlets like iTunes, Amazon and Netflix. That’s right, a film that celebrates craft beer is in the mainstream. And some people are actually getting the message. I know because they’re emailing, posting and tweeting about their “conversion.”
But to really break through, I need your help. Please understand that this isn’t about making me rich. I’m lucky if I ever make back the money I invested and pay off my loans. What’s left is the satisfaction of having people watch the film. And open a door for anyone who may want to make the sequel. (The Empire Strikes Back? A New Hope?)
So what can you do? Become an evangelist for the film, even if you didn’t think it was perfect. (I didn’t like Avatar but I still think people should see it because it’s like nothing I’ve seen before.) Tell your friends, family, co-workers, neighbors, fans and followers that the film is available and they should watch it because it’s about much more than beer. It’s about consumer choice. And the American entrepreneurial spirit. If we can get 100,000 people to rent it on demand or on iTunes or Amazon VOD, then it will be considered a success. And that means that the door will be open for another filmmaker to tackle the subject, for more indie films to be made available to a mainstream audience and let’s face it – broader support for independent breweries.
And for all of you who want more on craft beer, I am sitting on a treasure trove of footage — 200 hours of brewery visits and interviews with the who’s who in beer. Most of which never made it into the film. But here’s the rub. While you’re willing to pay a premium for quality beer, you seem to want to consume media for free. Unfortunately, I can’t give up any more time or my own money to edit this into something watchable. So, I’ll make you a deal. Please help spread the word about Beer Wars, support the film by spending $3.99 on demand (cable/satellite) or on iTunes or Amazon, and as soon as I’ve paid back my loans (and before I pay myself for 4 years of work), I will provide this content gratis to all those who want to see it. As a personal thank you.
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After seeing the movie, I bought four DVD’s and sent them to my friends on the condition they show it to as many people as they can. Viva good beer!
My wife and I rented it on itunes the other night, so we’ve got you covered there. I’m going to send an email to my friends and tell people that I come into with.
A couple of weeks back my husband and I rented it off of our Direct TV. I will certainly buy the DVD! I have been telling all my friends about it and they have been renting it. Hang in there, the word will get out there!
Anat,
I am truly honored to say that I am among the (unfortunately TOO few) individuals who had the opportunity to see live broadcasting of Beer Wars in the the theatre. Being a craft beer evangelist and huge craft beer advocate, your movie was truly inspiring and I have been advocating the importance of its content ever since.
Not sure if I ever communicated to this, but the movie was so inspirational that I went out the next day to my local grocery stores and “stealthily” reorganized some of the beer shelves. I put the craft beer at eye level as well as stocked them in the middle of the Budweiser display in the cooler. Naturally, the displays were reorganized by the time I returned, but at least I did SOMETHING.
Now I am beginning to realize that power of my own voice. I wrote an article on my website last year entitled Please Put The Budweiser Down — which rallied several people and even caught the eyes of Budweiser. When I am at bars where there are craft beer options and I see someone order a “corporate” beer, I offer to buy the person a beer to prevent them from drinking the “fizzy yellow stuff.” And for me to do this is huge, since I am unemployed a broke.
For me, my Beer War extends far beyond beer. In college, I took several world studies classes that opened my ideas to globalization and corporate world dominance. I stopped eating McDonald’s and shopping at Walmart as a result. I refuse to buy anything from Nike or Hanes. Of course, limited resources prevent me from taking all the actions that I want. I cannot always eat local, sustainable and organic. I am forced to pick my battles.
But the bottom line is, at least I am fighting for what I believe in. No matter how small the fight, at least there is one.
My biggest war is with beer. And this is why I have tremendous respect and admiration for what you have done for the craft beer industry by creating Beer Wars. I hope that one day I will be able to make as strong as an impact as you have in the industry!
And so, Anat. I raise my glass to you, to craft beer and to Beer Wars!
Cheers,
The Beer Wench
Go Anat!
Anat, your work is fantastic. I watched your movie twice in a row. Your emphasis on social media being the catalyst is absolutely key. (Just look at RR selling out of Younger this year!) Thank you so much for this resource. Cheers!
I think the movie is wonderful and wish there was a way to setup another round of screenings with the live Q&A as I missed it the first time. I love the message of the movie as I am all about choice for the beer drinker. I for one am happy to live in NYC where I am able to go to bars with such a great selection. I even shouted your movie out in my blog in the past and am sure I will in the future.
[...] Is putting a dent in the wallet and mullet (NASCAR reference) of an empire such a bad thing? Click and read the original apologetic for the movie. And purchase it. I’m answering the call to action as many ways as possible. Spread the [...]
I watched it today, and was blown away.
I am going to try to get others to watch.
I really want to try to get those that don’t like being told what to do…
As a neighbor of Rhonda I want her to succeed, although I question the idea of caffinated beer. But it is a choice…
I am also going to ask for a craft beer that is not currently stocked in my local store until it is on the shelf. I will also continue to buy local beer and get friends to try them.
I was able to watch Sam interact with his “disciples” this past weekend at the Extreme Beer Fest in Boston, he is a STAR.
Where can I watch it?
Anat,
I live in Atlanta where the craft beer movement is starting to really hit in full swing. When your documentary became available through comcast and direct TV here I made sure that everyone I know who drinks beer either big corp or craft was aware. I’ve had friends who ordered it and loved it and those who ordered and did not. The point is that this discussion is happening regardless of what side of the fence you are on. I’ll keep pushing the doc and thank you for the herculean effort you put in.
Anat – we rented the movie from iTunes a few weeks ago. As home brewers was definitely out of touch with the depth in which the big guys dominate the process. I’ve sent the word out to my Facebook and Twitter peeps in hoping you can hit your goals! Thanks for your efforts in getting the word out on craft beers!
Lets face it, we all love craft beer. Because of this I went and saw beer wars with a group of my best beer nerd friends on opening day. I have to be honest and say that I did not like everything in the film. However, this is not for forum or place to discuss differences. Rather, this message is about what’s important: stick up for and supporting your passion. Knowledge is power and this movie seeks to spread knowledge about how big companies influence society and people’s choices. I’m more than happy to support through social media and have recommended this film to many of my friends in the past.
Liva la Craft beer!
I’m not sure how your example of Toyota is appropriate with ABInBev. Can you illustrate how they have made an effort to keep your film from getting ‘free publicity’?
I think that craft beer and macro beer can co-exist in the world. Consuming and enjoying one does not preclude someone from enjoying the other. I understand the marketing behind your ‘us vs. them’ philosophy but I fail to see concrete examples of companies such as ABInBev or MillerCoors trying to stop individuals from viewing and enjoying your film.
Your hysterics remind me of the story of the boy who cried wolf.
Jason:
I don’t know who you are or who you work for but I stand behind what I said. And if you don’t believe that TV and radio networks are influenced by their advertisers, then you don’t understand the business.
I did not claim that A-B InBev or MillerCoors were actively trying to stop people from seeing the film, I said that the TV networks and radio stations did not want to piss them off. This has been my experience of trying to promote the film over the past year.
Anat:
I’m don’t mean to take over your comments section but your reference to Toyota implied that ABInBev would engage in a similar practice. I simply disagree with your conclusion.
I think people should watch your film and decide for themselves. Just as people should try all the beers that interest them and decide which ones they enjoy.
Cheers!
Jason:
I agree that people should make their own decisions. And I believe there’s room for Bud Light and Arrogant Bastard.
And while I can’t speculate on what would happen, all I was saying is that the line between editorial and advertiser is blurring. And that the fear is there. I know because I ran into issues when running mike’s. But that’s a whole other movie…
Jason:
Whoever you might be, I suppose you’re truly the target audience, since it forced you to think outside the box. Unfortunately the subtext seems to have shot over your head. The film very directly shows the market calculus employed by “Big Bev”…..store shelf alignments? Do you think this impacts a good deal of your product selection in the supermarket or grocery store, and not just the beer aisle? Does “new and improved” resonate with you?! Given the acquisitiveness of the “big three”, not to mention the untold millions spent on advertising and influence peddling, do you REALLY doubt that “media control” doesn’t factor into their thinking? I dare you to open a shop called McDonald’s ANYTHING…a team of lawyers will be on your ass before you open your doors.
Anat, Thank you for making the movie! Even though it deals with what’s going on in the US, I recognize a lot of what the “Big Three” is doing here in Denmark with our “local” big brew, Carlsberg. They dominate the shelves at the supermarket and bribe pubs with bar desks and marquises and even money to only sell their product. This makes it very hard for the small local breweries and micro breweries to get in to the pubs. So your movie speaks not only to the US audience, but very likely to anywhere the big brew businesses are at.
My copy of your film is currently circulating among my friends and so far everyone loves it.
Badbeard, Jason; Here in Denmark a man had a small hot dog stand in a small town. He was called McAllan by friends and decided to call his place McAllan’s hot dog place. He had only been in business for a short while before McDonald’s had their lawyers knocking at his door demanding him to change name because they thought that his name was too close to the McDonald’s name and costumers could be confused by a man selling hot dogs out of a small trailer with the actual big golden winged McDonald’s restaurant that was across town. Needless to say McAllan’s is no more. So big business will go to any lengths to protect their position and marked shares, even if that means to smother a one man business that only have a very remote resemblance to their actual product.
Anat, keep up the good fight, we’re behind you! Overall, beer wars was great and I sent a bunch of them out over Christmas as stocking stuffers. I’ll keep evangelising about this movie.
As for Jason, c’mon man. Are you that naive? Do you honestly think that Budweiser would be fine with Beer Wars being publicized all over television talk shows? That isn’t how corporate America works. Here’s one example: NPR was owned by GE at one point. NPR decided to report on a story about GE polluting rivers. GE threatened them, NPR reported the story anyway, and GE pulled all their funding from NPR. Need another example? How about Monster energy drink (same distributor as Budweiser) suing Rock Art Brewing for having a beer called The Vermonster? (http://consumerist.com/2009/10/brewer-sued-by-monster-energy-drink-asks-america-for-help.html).
One last one: Remember when Anheiser-Busch sued Bush Belgian beer for name rights and won?
If you seriously think AB InBev would do anything apart from control its surroundings with a monetary iron fist, you need to sit back, have a beer, and rethink how you look at reality.
Anat, keep it up!
Anat, you are an inspiration. Congratulations. I did attend the live event and had hours of conversation about it. I also purchased the movie and gave some copies as gifts. This movie does make a difference! I am personally extremely glad that it exists.
A silly question: Will it find a way to the Documentary channel or something like IFC? You are right on in saying that we want our media for free. Unfortunately that big glass box in the corner of everyone’s living room has been conditioning us for that.
I will use social media to tweet and facebook to push for you, but there has to be another way to get this back on the national radar. Possibly a sticker campaign on craftbeer cases?
I also saw the live screening and I had a couple schillings to contribute but I think I would be just echoing the Beer Wench. Well said.
Best Regards
Tim C
@yunkk
Anat,
“While you’re willing to pay a premium for quality beer, you seem to want to consume media for free. ”
…
I already paid $30 for two tickets to go see the live premiere.
Please don’t guilt trip me about you not getting paid for four years of work. That was your decision.
At least thank those of us who have already supported you before you try to manipulate us into spending more.
Lame.
Chris: I have continually thanked everyone who has supported the film. I’m asking people to help spread the word. That’s why I wrote the “call to action.” Sorry if you feel put upon. That was not the intention.
And yes, the decision was all mine. And now that the film is widely available, I’d love for people who have access to it to watch it.
Yes Anat, as Chris said, shame on you for trying to promote your hard work and business. How dare you ask people that liked your work to share it with their friends and family!! Don’t you realize the help, promotion, and success grow naturally on trees. You should be ashamed of yourself for trying to make a living and increase word-of-mouth for your product. Tisk tisk! (sarcasm, of course)
Chris, don’t be so touchy. She worked hard to get this DVD where it currently is, why do you feel you need to get pissy that she asks her fans to keep spreading the good word? Do you get mad at your favorite local restaurant if they advertise to bring your friends to the restaurant? Sheesh.
Heard about the movie in a Stephen Fry tweet! Bought it via iTunes, and it was great. Thanks. We have a lot of great beers here in Asheville, NC — there are now eight microbreweries in the county — and it’s fascinating to hear just what these guys are up against. Keep up the good work.
I posted the Call for Action on facebook and will add it to my site soon.
I love this movie. I’ve told over 20 people to watch Beer Wars.
Are Jim Koch of Boston Beers and Greg Koch of Stone Brewery related?
Either way, here’s an interesting video of Greg talking about distribution of Stone beer amongst other things: http://www.hoperatives.com/?p=2892
Thanks for all the support! I appreciate everyone rallying behind this film.
Adam: Jim and Greg share a last name but aren’t related.
Thanks for the link.
Anat, et. al.,
$400,000 / 1,600 craft breweries in the US = $250 per brewery. My brewery will send you $500 because we know Beer Wars had contributed to at least that much in additional revenue.
In return – I want to be able to to give a copy to every single person that I meet. At every summer event, at every brewers festival, at every bar and restaurant our beers are on tap.
Whose in? How do we organize it?
Just so I am clear – why WOULDN’T each and every craft brewery in the US donate? Yes money is tight for all of us – but $250 / $300 is very reasonable.
Breweries could raise that from their fan base in no time.
Hell, we could finance your next film.
The key in my opinion is the ability to get a copy in everyone’s hands I meet.
I work in public health trying to prevent underage drinking and heard about the documentary from a friend. I recently attended a conference put on by the beer wholesalers assocation and the main discussion was keeping the three tiered system in place. We in public health have typically been supportive of the three tiered system, providing the checks and balances that seem necessary for such products. Now I understand why the intense focus.
I am curious to learn how Moonshot plans to survive in light of the FDA’s recent probe into the legalities of adding caffeine to alcoholic products. It’s clear that the Big 3 caught onto the alcoholic energy drink market, making their own products, such as Sparks and Tilt. It was because of these products that a group of attorneys general from across the nation demanded that both Sparks and Tilt remove the caffeine from their products and prompted the FDA’s involvement. You may already know that the FDA began its investigation in November 2009 and still hasn’t rendered a verdict.. I guess only time will tell.
Daniel:
I’ve been thinking about your posts all weekend. I’m writing an open letter to America’s small brewers to address their lack of support. This has perplexed me for the past year and I guess it’s time to bring it to the forefront. Thank you for your support and for showing me that there are some brewers who totally get it.
Cassie:
I purposefully stayed out of the underage drinking debate in the making of the film. I wanted to tell a different story. As to the NBWA and their efforts to keep the 3 tier system in place, let’s just say that they use all the weapons in their arsenal.
As to Moonshot and the FDA probe, as you note, there hasn’t been a verdict so it’s still in limbo.
A very eye-opening movie. I wasn’t shocked by anything you revealed, yet was surprised to learn about the size of the beer industry lobby, and was amazed to hear that the beer category managers in supermarkets are largely employed by AB. Thanks for taking the time to make this film; I look forward to spreading the word to my friends–some of them still drink swill, and after watching this movie they might finally serve better beer when its their turn to host a party.
Making a documentary is like writing an open letter to the world. No matter what the subject might be, there will always be vast numbers of detractors. Those detractors have never made a documentary themselves.
Documentary film makers are never “The Big Guy”. They go out there in public, drop trou, and say, “Whadda ya think?”. I personally think that takes a lot of bravery.
Thank you, Anat, for your supreme effort.
Anat – We are total fans here at Limestone. I want to hold a public screening at our brewpub. I totally want you to make another film and would support it as much as possible.
What would it cost me to license Beer Wars for a nithgt and screen it for my customers?
Thanks,
Ken
I loved the move. My family owns a small payroll business. Our “budweiser” is adp and paychex. People should remember that when they are going to a restaurant, buying ice cream, buying beer, buying organic products, or buying payroll service. We are people trying to give you the best product/service possible, not some faceless corporation. Choose wisely. CASA Payroll Services supports this wonderfull film!
I’m from Rochester, NY and a college student. (I’m 21 years old) I have seen this movie 3x and I love it. I will be writing my midterm paper about this film for my Rhetoric of Film class at Oswego State. Plus dogfish is one of my favorite beers. All my friends at Oswego drink Keystone, but I will never drink it. It not beer, it just mud in a can. When I’m with my friends, I’m drinking a Sam Adams, Dogfish Head, Purple Haze, Labatt Blue, Saranac, or Devil Hop. This movie open so many beers for me to try some thing new than Bud, Miller, or a Coors.
Chris:
Thanks for the thoughtful comments. The film gave me a forum to express my ideas and I hope it helps enlighten others.
Tom:
Thanks for getting it. while the film is set in the beer industry, I believe that it applies to many others. We all have choices as consumers and I for one, think twice about who I buy from.
Darena:
Wow, a diehard fan. Thank you!
Love the movie, and got all of my friends, and their friends to rent and watch it. We drink a LOT of beer and have already changed our buying habits and spread the word.
I noticed you’re somewhat frustrated by a lack of response among the many craft breweries your film is supporting. One idea that my friends and I struggled with is: besides Anheuser Busch, who are the major corporate offenders. What about Mexican beers? Etc. I think if you were to compile a LIST, using the information you’ve accumulated, and post it, that would generate a lot of buzz. Beers to drink, beers not to drink bc of shady business/brewing practices. A list like that would sweep the nation! DO IT, PLEASE!
Thanks for everything, keep it up,
Nick K
Nick:
Thanks for all the support! It’s much appreciated. I did create the list you’re requesting. It can be found here: http://beerwarsmovie.com/2009/12/10/who-owns-what-part-ii/ and here: http://BeerWarsMovie.Com/2009/12/11/lets-not-forget-the-imports/
Anat
I was one those, stumbled onto the film on Netflix. As a home brewer myself and someone who holds Budwicoorsmiller in complete contempt, I watched with great interest. I am a huge advocate for the micro brewers (especially the local Texas ones such as 512 Brewery, Saint Arnolds and Live Oak to name three). I also love the Dogfish Punkin.
I am constantly trying to educate my water drinking friends and have turned several on to exceptional beers having had a few tell me (after trying some real beer then taking a sip of yellow water) that they finally “got it.”
Keep up the good work.