As a response to my CALL TO ACTION asking folks to spread the word about the recent availability of Beer Wars, I received this reply from Daniel Curran from Devil’s Canyon Brewing Company:

$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 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. Who is 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.

Wow! This was completely unexpected. And it got me thinking. Other than a few breweries like Stone, The Bruery, and 21st Amendment who have supported the film by buying DVDs and hosting screenings, where are the other breweries? Why am I not hearing from them?

You see, from where I sit, the film has been met by apathy from many of you. Which I must say surprises me because this is the first feature film about the American beer industry, focused mostly on craft brewers. I’ve heard that most of you feel that the movie is not really about you.

But here’s the thing. This film is all about you. Viewers are calling it Food, Inc. for beer. And the movie has put craft beer right smack in people’s living rooms and computers through the magic of digital distribution. It’s available in over 80 million households! But it’s lacking one key ingredient – AWARENESS. And that’s where you can help.

I may not be a craft brewer, but like you, I’m an entrepreneur. And I too recognize the challenges and the power of distribution. I’m on the shelf but I can’t get awareness from mainstream media because I took on some of their big advertisers. Oops. So I’m asking you to support a film that speaks to the very core of the American entrepreneurial spirit and promotes consumer choice.

Here are just a few of the thousands of emails, posts and tweets I’ve been receiving:

I just watched the Beer Wars film and it was brilliant…a true celebration of the men and women who are soooo passionate about what the love! Thank you so much for sharing their passion with us!” – Earl Smith

Thank you so much for getting this information out there. When it comes to beer I typically just drink Guinness, but this film will definitely help me make choices about products I want to associate with. After watching Fast Food Nation years back I have never stepped foot in McDonald’s etc. since!!” – Carmela Blackman

I was a majority Miller Lite drinker with a Shiner, or Sam Adams on occasion. I am now a full time independent brewery backer 100%. It may cost more, but I think it is worth it for the flavor and to support the smaller business.” – Robert Wilson

I wanted to let you know that I’ve now heard on my very boring corporate elevator ride your film being talked about. While as a homebrewer I had seen it quite some time ago via DVD, my coworkers folks had come across it on Netflix just the other day and I believe been “converted” you could say.” – Charles Bakofsky

Thank you for putting the time and effort into making a film that portrays the little guy as the bigger guy. For promoting these little breweries who have passion for their craft, passion for beer. I am only sorry that you’re allergic and cannot experience the explosion of aromas and flavors that craft beer has to offer.” – Hugh Crunk

The Bottom Line

This movie is out there. Right now. Included with other more mainstream films. Except that I don’t have the marketing dollars that Hollywood studios use to promote their films. So I need to do what you do, go the grassroots route. Imagine how many people we could reach together? And then envision how many people could be reached through the power of social media? What if you put up a banner on your web site or included the release as a news item in your newsletter? And talked it up?

I’m not asking you to donate money. I’m not a charity. But I am asking you to help spread the word. Over 100 cable and satellite operators, including Comcast, Time Warner Cable, Cablevision, Dish Network and DirectTV are showing Beer Wars on their video on demand channels, right next to Hollywood films. And iTunes and Amazon VOD are offering it for download. And then there’s Netflix streaming and DVD.

And beyond spreading the word, how about supporting the filmmaker as Daniel suggests and buying multiple DVD to resell or give away? Your choice. The DVD includes not only the film but also the panel discussion that followed the premiere. If you want a vehicle to showcase this craft beer community, for right now, this is it. And if you want someone else to make a movie about craft beer and get it distributed, well, that won’t happen unless this film is successful.

I’m asking you to step up and support this movie through action. Together we can reach millions both inside and outside the current craft beer universe. You see, awareness is really just a numbers game.

The choice is yours. You can keep complaining about what’s wrong with the film (don’t get me started on Avatar) or you can embrace it (flaws and all) and help spread the word about craft beer to a whole new audience.

Are you with me?

Anat Baron
Email me here.

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.

Thank you to everyone who has supported the film. Please continue to spread the word.

I’m planning to edit some more videos but I need your help. Who do you want more of? Please give me your top 5.

Wow. This guy is certainly passionate. And some of his comments were echoed by people I met at screenings and panels over the past few weeks.

One thing is certain. There is no singular craft beer enthusiast. And perceptions vary widely.

There are many who believe that craft beer should stay small and local. Some believe that craft beer should not be made by corporations. But on one of the panels, all 5 brewers admitted that their breweries/brewpubs were all… corporations. Seems like those people feel less connected once “their” discovery brand gets “too big” and move on to the next small brand. But that’s a contradiction. All breweries are businesses (that’s why some homebrewers see going “pro” as the next step) and therefore want to get bigger. Bigger means making more beer to satisfy consumer demand. And just because they get bigger doesn’t mean they’re sacrificing quality or their soul. I think Sam Calagione addresses this issue eloquently in the film when he contemplates expansion. And by the way, Boston Beer (maker of Sam Adams) is less than 1% of the US beer market so size is relative.

I believe that consumers should drink what they like. Period. Regardless of the size of the brewery. It’s all about personal choice. I have nothing against BudMillerCoors. Even craft brewers admit that there’s nothing better on a really hot summer day. I think that choice is personal. Buy products from companies whose quality appeals to you. And if you care, whose ethics match yours.

More from the panels/audience Q&A to come.

I’m looking forward to joining Greg Koch (Stone) in Austin, Claus Hagelman (Dogfish Head) in Houston, and to finally meeting Brock Wagner (St. Arnold) in San Antonio, all at the Alamo Drafthouse who have been waiting patiently for the film’s release for quite a while. I’m expecting the Q&A to be quite lively and I look forward to hearing what’s on people’s minds and sharing my experiences and perspective on the issues.

And I look forward to meeting the 10 brewers on the panels set up by the Todd and Jason Alstrom at the American Craft Beer Festival. And of course the many attendees who will hopefully show up to participate in the conversation.

Finally, the conversation that I’ve been longing for will continue.

Many “experts” are saying that this is the best time ever to talk directly with consumers. I couldn’t agree more. I’ve loved the direct interactions with people on my blog, other blogs, Facebook, Twitter and through emails. It’s amazing to know exactly what you think, want and respond to. And you’re not shy about expressing your opinions.

It’s also a tough time (some say the toughest) to release an independent film. Technology has made it easier to make movies and thousands were released last year alone. But how many have you actually heard of? Or seen? The independent film world is like the Wild, Wild West. The fight is on for the Holy Grail – consumer attention. Even the major studios are going online and are conducting stealth-marketing campaigns to break through the clutter. Just look at Universal’s under the radar approach to the upcoming release of Sasha Baron Cohen’s new film Bruno.

The days of big distribution deals and massive releases are over unless you’re a comic book hero, Pixar film, big name star or director or in the documentary world, you’re Michael Moore. If one more industry insider tells me how much they love my film and how it would have been the next “Super Size Me” had it come out 2 years ago, I may just have to kill them. I too wish that the environment was different and would have welcomed my million-dollar check. But the gambler in me is fully engaged.

I hate Vegas but have always been a risk taker. One of those “road less traveled” people, who never take the easy path. Who love the thrill of a new challenge. Granted, I didn’t bargain for this brave new world we’re in. But as I come out of my fog, I realize that this is also a time of opportunity. So with that said, I embrace the next phase of the Beer Wars rollout.

I hope you join me on the ride! After all, we’re all in this together.

Let me start by admitting that the film is not perfect. Most documentaries are flawed. When you start out without a script and are creating a narrative structure, things aren’t as seamless as in a film that has an inherent beginning, middle and end. I chose to make a mainstream film about a topic I’m passionate about. And like the independent brewers in the film, I’m an entrepreneur. The challenge of making a feature film that’s both entertaining and enlightening while providing an emotional connection for the audience is no easy task. I can’t apologize if the film wasn’t what you were expecting. Like a brewer, I realized my vision with the ingredients I had at hand. And it didn’t help that it was nearly impossible to get the brewers to speak honestly about the obstacles they face with the camera rolling. I understand why but it made my job as the director much tougher.

Let’s get to it. The top 5 recurring issues brought up by bloggers’ critiques of the film (some made by people who have not even seen it) are:

1. The filmmaker doesn’t drink craft beer (or beer at all) and doesn’t know anything because mike’s hard lemonade is not a beer. The filmmaker’s presence irritated me.
2. Rhonda (or the Moonshot lady) should have been cut out of the film. She is not a craft brewer and her beer is shit.
3. There should have been more breweries represented from [insert region here].
4. The film is dated. Everything is good now. Craft beer is growing so the distribution issues are moot.
5. It is preaching to the choir.

Let’s address these from my perspective.

1. I never hid the fact that I’m allergic to alcohol nor my background. So yes, I can’t drink and I’m not a member of the craft beer club (maybe that’s a positive since I’m objective about the beers themselves). And let’s not debate mike’s any longer. It is sold in the beer cooler and distributed by beer wholesalers. So I may not be an expert on how beer tastes but I do have the experience of running an entrepreneurial company in the beer industry. You may not like mike’s or what it stands for but that doesn’t diminish my understanding of the way the industry operates.

   I’m not sure how to address what some have portrayed as my “irritating presence.” I made a choice to tell the story from my point of view. The feedback from screenings was always that the film needed a narrator to tie it together and that my character worked fine.

2. On to Rhonda. I didn’t pick her because she’s a woman. Or because Moonshot is a “marketing gimmick” like mike’s. Or because she’s a craft brewer. Because she clearly is not. I chose Rhonda because she had a compelling story that was different than Sam’s. Following 2 craft brewers while interesting to the beer geeks would have made for 2 parallel stories at a time when craft beer’s trajectory is rising. Frankly — not that interesting. Especially in a feature film. Hopefully one of the myriad of TV series pilots about craft beer will make it to the airwaves and that’s where you’ll satiate that appetite.And I always knew that I’d get this reaction from the beer community. But in test screenings with umpteen mainstream audiences, her story is the one that got them feeling something. Some loved Rhonda and some hated her. But that is the test of a great character in a film – the ability to evoke emotion from an audience. And yes, I tried taking her out but without her, there was no movie. If Sam is the soul of Beer Wars, Rhonda is its heart. And if you pull yourself out of what you know and look at her as a character in a movie, I think you’ll agree that her story is powerful. She had it all. The Queen of beer. Chose to start over again. On her own this time. And despite the obstacles, she kept on going. You have to wonder why she chose to compete with mainstream beers when she could have jumped on the craft bandwagon. What drives this woman? Will she make it? Try to look at her story objectively (like others have) and maybe you’ll see that she has just as much in common with other independent brewers trying to realize their dreams. Maybe the reason that Moonshot doesn’t succeed is that it’s running counter to what consumers want. As to taste, I can’t comment but I never saw anyone spit it out. It may not be for you, but does that mean that anyone who doesn’t make a craft beer should fail? Isn’t the point that we should let consumers decide? And to do so, give them the choice?
3. I had 90 minutes to tell a story. There is no way to show even a fraction of all the amazing breweries in America. I had to make choices early on. I selected some of the better known breweries to highlight (Yuengling, Boston Beer, New Belgium and Stone) and Dogfish Head which in 2005 was still tiny and was just starting to get some heat. Sure, there are many others. I even filmed at breweries like Schlafly in St. Louis but ultimately everything had to fit into the bigger story. And so, yes, I made creative choices and I stand by them. The breweries I excluded (over 1400) were absent from the film because their story was either similar to others already represented or because they simply did not fit into the narrative structure. Again, hopefully a cable network will buy a TV show that showcases all these fabulous breweries. It was just impossible to introduce any more complexity into the structure of this film.
4. I’m really not sure how to address this. Ironically, this comment was out there before the film was even screened. Rather than repeating myself, I’d like to direct you to a comment Greg Koch made in response to a blog post about this very issue .And speaking of Greg, I must say something here about his integrity. Here’s a guy who knew that the film wasn’t specifically about him and yet he not only agreed to sit on the panel (even though he wasn’t the “Star”) but he graciously supported the film by encouraging people to see it. And all this before he ever saw one single frame. If I make a sequel, I’m making it about Greg.
5. I made the film to appeal to the widest possible audience. That’s why I chose to create (and pay for) a one night event to be simulcast to 440 theaters. I thought that being in mainstream theaters would bring out a wider audience. It’s why I got into business with Fathom Events and not independent art house theaters. I still don’t know how many people actually attended the event so let’s hold off on this discussion until I have all the facts. Suffice to say that I am sorry that many of you never got to see the film and/or panel because of technical issues at your theater. I’m trying to do my bit by giving you first dibs on the DVD at a reduced price.

Todd Alstrom was right when he said that the Internet makes everyone a critic. And while I welcome the strong opinions on the film, I really hope we can move on to discussing what really matters. As to film reviews, they were provided by the Los Angeles Times and CNN, with more to follow. And these mainstream media players seemed to get the film and the message.

So please, let’s continue the discussion but make it about consumer choice. The question before us is, do we accept the status quo of being at 5% or is there room to grow from there and reach more beer drinkers? I encourage you to think about Greg’s words as they echo the reason why I made this film in the first place.

And hopefully we can spread the conversation to a wider audience once I announce additional screenings and DVDs. Isn’t that the whole idea? To bring the issues out to a mainstream audience and get them to care about their beer choice and having access to it?

So let’s talk. Openly and honestly about the future and what it can be.