Kallman is shutting down New Century Brewing for good this month, and preparing for the next challenge. The decision follows a move last fall by the FDA that essentially banned New Century’s Moonshot beer because it contained caffeine.

Kallman, who ran New Century out of her Cohasset home, puts most of the blame for New Century’s demise on the FDA. The decision to label the caffeine in the beer as a dangerous substance took the fizz out of her expansion plans. She says it didn’t make sense to reformulate Moonshot one more time, especially without its signature ingredient. Her other product – Edison Light – had a following, but it wasn’t doing well enough to sustain New Century on its own.

You can read the whole story here:

FDA’s move is last call for local beer company.

We wish Rhonda the best of luck as she pursues new adventures.

Unfortunately, Moonshot’s future has been cut short by the FDA who lumped it together with Four Loko and others and forced it off the market.

Rhonda has put out an appeal to get Americans to “lobby” for her right to sell Moonshot. Whether Moonshot appeals to you or not, the bigger question is whether Moonshot was caught up in the wrong net.

Here is the appeal in Rhonda’s own words:

If you want to read more, here are recent articles from the Boston Globe and the Washington Examiner.

Of course the film will live on and new people will discover it in years to come. But for me, it’s time to move on. And so Sunday night is my last hurrah. My chance to reflect. I do hope that the film has made a difference. One that lasts and grows.

I’m looking forward to seeing Sam and Rhonda who have been on this journey with me. I will bring them up on stage after the screening to take their bow. After all, without them, there wouldn’t be a movie as their stories provide its heart and soul.

So what will I say? Thank you. Because despite the challenges, I’m still grateful after all these years.

On Tuesday, an article in The Atlantic entitled “When Is A Craft Brewery Just a Brewery?” asked some interesting questions. The one that piqued my interest was about big brewers cashing in on the craft beer “movement” and its continued growth.

In today’s Beer Business Daily, Harry Schumacher asks: “will retailers get into private label craft?”

In case you’re thinking – so what? He goes on to say:

Since my film was released last year, there’s been some criticism that the points I made are “dated.” After all, craft beer is more available than it was 5 or 10 years ago. Indeed it is in states where liquor stores dominate but the reality is that craft beers from small, independent brewers are still hard to find in chain supermarkets where the big brewers continue to dominate. The entry of giant retailers into the private label craft business is another indication that this war is only going to heat up. Corporate America is not going to sit by and allow its market share to erode.

But in the end, it’s all up to the consumer. The sad reality is that most Americans don’t care who makes what they buy. They shop based on price and advertising. In order for this craft beer movement to continue to flourish, independent craft brewers will have to find new ways to ensure that those consumers who seek them out can find their beers where they shop.

Your thoughts?

It was a magical experience that we will never forget. It was a full-scale theatrical production (on the same stage as Yo-Yo Ma, Los Lobos an Arlo Guthrie perform) with tons of high tech electronics including 5 HD cameras and satellite trucks. For me, it was the culmination of a 3-year journey to make a feature film depicting not only the U.S. beer industry but also the American entrepreneurial spirit.

The journey to get the film seen has been fraught with challenges. They say that “it’s all in the timing” and for independent films, these are the worst of times. Not only is there a glut of finished films (including some with big name stars) sitting on the shelf but also the traditional distribution model has all but disappeared. And the media world has been transformed due to the influence of bloggers and social media. What this means is that the fight to get noticed for an indie film goes beyond distribution (and Beer Wars is a success story in that realm) to finding new ways to reach an audience. Fewer film critics, fewer newspapers and magazines mean less opportunity for mainstream reviews. Shrinking ad sales mean there’s no chance that a network would risk offending a major advertiser. You get the point.

So yes, it’s been a rough ride. But for all the downs, there have been many ups. I’ve met some amazing people on this roller coaster ride. And I’m grateful for the kindness of complete strangers I’ve met at screenings, bars, and festivals and through Twitter and Facebook. I wanted to start a conversation. I wanted to get people to think about the choices they make. And I love hearing that indeed the film appears to have made a difference. Small perhaps (because most Americans have no awareness of the film) but it’s a start.

I’m hoping that the conversation will continue and that it will involve brewers, distributors, retailers and regulators who will strive to create a more level playing field for beer consumers.

So I raise a (virtual) beer to everyone who has joined me on this amazing journey.

Thank you!

Thought I’d share a few of the thousands of comments I’ve received:

“You know you’re in a good bar when someone mentions Beer Wars as the reason they’ve decided to reform their beerin’ ways.”
Chris D. on Twitter

“I just saw it tonight and loved it. I work for a wine distributor that handles some beer, the ones Bud doesn’t want. Spaten/Franziskaner (INBEV now) is one of our big players and a Bud rep tried to yank my Franziskaner facing today. They eat their own! The beer/ wine mgr. at the store pretty much told him Bud doesn’t own the shelf space just because they write the sets. I used to work for a Gallo distributor and it’s the same with them.”
Brian S. on Facebook

“Beer Wars taught me the difference between good beer taste & ‘good’ beer companies. All about anti big 3 now.”
Noelle S. on Twitter

“Just saw this last night. Being a home brewer and a fan of the micro breweries I have got to say I really loved this film… I was just at a beer shop in my city (Philadelphia) picking up some beers, and happily noticed Coors/Bud and the like on the bottom shelf below handle level.”
Sean T. on Facebook

“Thanks so much for making your film – I am a conscientious objector to big food in general, but I never really thought of the beer angle…

The moment for me was the amount of money that ‘Big Beer’ spends on the lobby – It’s mind boggling that they need that kind of firepower to keep the status quo.

I have immediately and completely stopped buying anything but stuff from the little guys, and am currently trying to see if I can get a distributor to pick up an east coast brewery (Harpoon) that has no exposure here (Colorado).”
Jim T. in an email

“You opened my eyes there! I needed a good reason to start looking at smaller beer makers. Really made me mad on how big companies trample on the little guy.”
Ron B. on Facebook

Please keep the conversation going by adding your comments.

The first is Less is More? Are There Too Many Beers? which was started by World Class Beverage in Indiana following an insider discussion at a recent beer industry summit. The comments are fascinating. I’m thrilled that this discussion is going on although I wish it would expand beyond talk into action, especially as it pertains to franchise laws and self distribution. I’m not for dismantling the three tier system, just updating it for today’s environment. Online shipping anyone?

The other thread is on a Beer Advocate Forum entitled The realities of small guys vs. big guys. This thread also highlights the ongoing issues inherent in the present distribution system. Again, great cross section of opinions. Nice that distributors are jumping into the conversation.

Oh, and if you’re interested in the politics of beer, you may want to read Beer Business Daily’s Complete Coverage of Congressional Hearing on Alcohol.

Please feel free to continue the discussion here by adding your comments.

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 B.

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.