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.

The cool thing about all this is that it was made possible through distribution deals with Warner Bros. and Netflix. That’s right, these folks who know a thing or two about the film business, have chosen Beer Wars as part of their offering. After the long road it took to get here, this is a happy day indeed not just for me but for all the people who can now get to watch it.

So where will the movie be available?

In the U.S., Beer Wars is available to rent On Demand through Digital Cable and Satellite providers Comcast, Time Warner Cable, Cox, Cablevision, Charter, Insight, Bresnan, Verizon FiOS, AT & T U-Verse, Dish Network and DirecTV. It is also available for download on iTunes, Amazon Video On Demand, Xbox 360 and PS3.

In Canada, the film is available to rent On Demand through Digital Cable and Satellite providers Rogers Cable, Cogeco, Videotron, Sasktel and Shaw.

The film will also be available through Netflix either through streaming or DVD. And you’ll be able to buy the DVD from Amazon.

If you live outside the US, you can buy the DVD here.

Here’s one of the spots that will be running on select on demand preview channels:

You know that (annoying) FBI warning you get whenever you put in a DVD. The one that says that the DVD is "for home use only?" Well, it’s there for a reason. You see, even in this age of free content, intellectual property has value. Especially when you’re dealing with an independent filmmaker.

I made a movie. I invested my time (3 years) and money, took out loans to make a film about a topic I believed in. And I wanted it to look good, sound great and have entertainment value. So I paid professionals to get it right.  I hired a top level cinematographer, editor, composer, graphics designer, animators and others.  I hope the quality is reflected in the film. But I did all of this believing that at some point, I would make my money back because people would put value to what I created. And pay for it.

So while I would love to just give away my movie, please understand that it’s not possible. I don’t have a big distributor or studio behind me. So if you want to screen the film at your bar, homebrew club or to your class, please get in touch with me. I always try to work things out. After all, it’s a catch 22. While I need to make my money back, I also want to expose the film to as many people as possible. And please, don’t force me to become "The Enforcer." It takes the fun away from being "The Filmmaker."

• Gift baskets like the “Drinky Stinky Cigars & Brews” or the “Golf & Beer Gift Basket” or the perfectly named “Arrogant Bastard Beer Gift”
• A membership in the Beer of the Month Club. You can customize this from 2-12 months. 12 microbrews arrive each month. This is the gift that keeps on giving.
• If your dad is the DIY type, how about an entry-level homebrewing kit?
• If dad’s a “foodie” then he may enjoy Garrett Oliver’s The Brewmaster’s Table : Discovering the Pleasures of Real Beer with Real Food
• If dad’s a history buff, I recommend Maureen Ogle’s Ambitious Brew: The Story of American Beer
• If dad is into lists, 300 Beers to Try Before You Die! by Roger Protz
• For the craft beer fanatic, how about a subscription to BeerAdvocate Magazine?
• Even macho men may appreciate Dogfish Head Shampoo Bar or Dogfish Head Lip Balm Festina Peche
• While I have no affiliation with any of the above, I can’t help but recommend the newly released Beer Wars DVD.

And feel free to suggest your own. Just add a comment.

And being the eternal optimist, I have 10,000 of them! But please, don’t ask me for freebies. This has been a long road. What many people don’t realize is that I financed Beer Wars with my “house money” and my passion.

So for me, it is and always will be about broadening the conversation we have to include not only the beer industry but also the future of the American Dream and entrepreneurship. But I have to say that I also see this as a time to replenish the bank account and finally get paid for all the hard work I put into making this film.

Thanks for your support. And please, help spread the word. I can’t emphasize enough how I can’t do this alone.

There has been such a flurry of activity since then. First, reading all the feedback (the good, the bad and the ugly) and responding to everyone who wrote to me. And then getting a DVD into production to make it up to all the people who didn’t get to see any or part of the event because of technical issues at their theater. And also setting up theatrical screenings in theaters where you can watch the movie and drink beer.

[If you want to see more craft brewers and more of Michael Jackson and Charlie Papazian, that's what DVD extras are for. I will happily put all of the great stuff that didn't make it into the actual film on a DVD so that it can satiate that desire.]

Like the entrepreneurs in my film, I too followed my passion. Maybe it wasn’t to drink beer but it was to tell this story. I put my own money on the line just like them and took a risk.

So where to from here?

Well, I made this film because I wanted to get it out to as many people as possible. I want people to think about the (everyday) choices that they make. And to let them know that they do have power — it’s called the almighty dollar. I never expected to lure BudMillerCoors drinkers away from their favorite cold one but I did hope that craft beer drinkers would help spread the bigger message of the film. And I still believe that will happen if we focus on the big picture.

And of course I will continue to work on getting on TV and radio. That’s still how you reach a mainstream audience. But in the meantime, we have this amazing new tool called social media. Let’s use it to tell the story and get people to think about their choices. I hope you will join my quest.