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.

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:

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.

Constellation Brands

Corona Extra
Corona Light
Modelo Especial
Pacifico
Negra Modelo
St. Pauli Girl Lager, Special Dark
Tsingtao

Heineken USA

Heineken Lager
Amstel Light, a leading imported light beer brand
Heineken Premium Light
Dos Equis
Tecate
Sol
Carta Blanca
Bohemia.
Newcastle Brown Ale
Buckler (non-alcoholic)

In the interest of being thorough, the following are missing from the list:

• Anheuser-Busch has a 50% equity stake in Grupo Modelo (Corona, Modelo, Pacifico)
• Anheuser-Busch is a 49% shareholder in Coastal Brewing Company which in turn owns Old Dominion and Fordham
• The Craft Brewers Alliance (Redhook and Widmer and partially owned by Anheuser-Busch) holds a minority interest in Chicago’s Goose Island Beer Co. and Kona Brewing Co. of Hawaii.

So there you have it. The question to address is, why does this matter? I made a film about it. Why do you care?

Anheuser-Busch Brand List

Budweiser Family

Budweiser
Bud Light
Budweiser Select
Bud Light Lime
Bud Light Golden Wheat
Budweiser American Ale
Select 55
Bud Dry
Bud Ice
Bud Ice Light
Budweiser & Clamato Chelada
Bud Light & Clamato Chelada

Michelob Family

Michelob Original Lager
Michelob Light
Michelob AmberBock
Michelob Bavarian Style Wheat
Michelob Dunkel Weisse
Michelob Honey Lager
Michelob Honey Wheat
Michelob Irish Red Ale
Michelob Marzen
Michelob Pale Ale
Michelob Porter
Michelob Rye P.A.
Michelob Fall Sampler Pack
Shock Top Belgian White
Stone Mill Pale Ale

Michelob ULTRA Family

Michelob ULTRA
Michelob ULTRA Amber
Michelob ULTRA Lime Cactus
Michelob ULTRA Pomegranate Raspberry
Michelob ULTRA Tuscan Orange Grapefruit
Michelob Golden Draft
Michelob Golden Draft Light

Michelob Seasonal Beer

Beach Bum Blonde Ale
Jack’s Pumpkin Spice Ale
Hop Hound Amber Wheat
Winter’s Bourbon Cask Ale

Busch Family

Busch
Busch Light
Busch Ice

Natural Family

Natural Light
Natural Ice

Imports

Bass
Beck’s
Beck’s Dark
Beck’s Oktoberfest
Becks’s Premier Light
Boddingtons
Czechvar
Harbin Lager
Hoegaarden
Kirin Ichiban
Kirin Light
Leffe
Leffe Brown
Lowenbrau
Staropramen Pilsner
Stella Artois
Tennent’s Lager
Tiger Beer

Specialty Beers

Bare Knuckle Stout
Bud Extra
Ray Hill’s American Pilsner
Redbridge
Rolling Rock
Rock Light
Wild Blue
ZiegenBock
ZiegenBock Amber

Regional Beers

SkipJack Amber

Malt Liquors

Hurricane High Gravity
Hurricane Ice
Hurricane Malt Liquor
King Cobra

BACARDI Family

BACARDI Silver Mango Mojito
BACARDI Silver Pomegranate Mojito
BACARDI Silver Mojito
BACARDI Silver Lemonade
BACARDI Silver Raz
BACARDI Silver Strawberry
BACARDI Silver Watermelon

Specialty Malt Liquors

TILT Orange
TILT Green

Alliance Partner Products

Redhook
Widmer Brothers

Non-Alcohol Brew

O’Doul’s
O’Doul’s Amber
Busch NA
Beck’s NA

Energy Drinks

180 All-Natural Energy
Monster Energy

Specialty Waters

BORBA Skin Balance Water
Icelandic Glacial

MillerCoors Brand List

Domestic

Coors Banquet
Coors Light
Extra Gold Lager
Hamm’s
Hamm’s Golden draft
Hamm’s special Light
Icehouse 5.0
Icehouse 5.5
Icehouse Light
Keystone Light
Keystone Premium
Magnum Malt Liquor
MGD 64
Mickey’s
Micky’s Ice
Miller Chill
Miller Genuine draft
Miller High Life
Miller High Life Light
Miller Lite
Milwaukee’s Best
Milwaukee’s Best Ice
Milwaukee’s Best Light
Olde English 800
Olde English 800 7.5
Olde English High Gravity 800 Red Dog
Southpaw Light
Steel Reserve High Gravity
Steel Reserve Triple Export 8.1%
Steel Six

Import

Aguila
Cristal
Cusquena
Grolsch Amber Ale
Grolsch Blonde Lager
Grolsch Light Lager
Grolsch Premium Lager
Lech
Molson Canadian
Molson Canadian Light
Molson Golden
Molson Ice
Molson XXX
Peroni Nastro Azzirro
Pilsner Urquell
Tyskie

Craft

Blue Moon Belgian White
Blue Moon Full Moon Winter Ale
Blue Moon Harvest Moon Pumpkin Ale
Blue Moon Honey Moon Summer Ale
Blue Moon Rising Moon Spring Ale
Frederick Miller Classic Chocolate Lager
Henry Weinhard’s Belgian Style Wheat
Henry Weinhard’s Blonde
Henry Weinhard’s Blue Boar
Henry Weinhard’s Classic Dark Lager
Henry Weinhard’s Hefeweizen
Henry Weinhard’s India Pale Ale
Henry Weinhard’s Private Reserve
Henry Weinhard’s Summer Wheat Ale
Leinenkugel’s Berry Weiss
Leinenkugel’s BIG BUTT Dopplebock
Leinenkugel’s Classic Amber Lager
Leinenkugel’s Creamy Dark
Leinenkugel’s Fireside Nut Brown
Leinenkugel’s Honey Weiss
Leinenkugel’s Light
Leinenkugel’s Oktoberfest Lager
Leinenkugel’s Original Lager
Leinenkugel’s Red Lager
Leinenkugel’s Summer Shandy
Leinenkugel’s Sunset Wheat
Sheaf Stout

Specialty

Coors Non-Alcoholic
Foster’s
Foster’s Premium Ale
George Killian’s Irish Red
Sharp’s
Sparks
Sparks Light
Sparks Plus 6%
Sparks Plus 7%
Winterfest

So here is the list. Debate on why it matters will certainly follow.

ANHEUSER-BUSCH INBEV
BUD LIGHT
BUDWEISER
NATURALLIGHT
BUSCH LIGHT
BUSCH
NATURALICE
MICHELOB ULTRALIGHT
BUD ICE
BUD LIGHT LIME
BUDWEISER SELECT
BUD LIGHT GOLDEN WHEAT
MICHELOB LIGHT
KING COBRA
HURRICANE HIGH GRAVITY
BUD LIGHT CHELADA
ROLLING ROCK
BECKS
STELLAARTOIS LAGER
ODOULS NA
HURRICANE MALT LIQUOR
BUSCH ICE
MICHELOB AMBER BOCK
BUDWEISER CHELADA
BUDWEISER SELECT 55
BUD DRY
LANDSHARK LAGER
MICHELOB
MICHELOB GOLDEN DRAFT LIGHT
TILT 8% LEMON LIME
BUSCH NA
SHOCK TOPBELGIAN WHITE ALE
MICHELOB ULTRALIME CACTUS
MICHELOB ULTRAAMBER
BUDWEISER AMERICAN ALE
BASS ALE
KOKANEE GLACIER PILSENER
BACARDI SILVER MOJITO
ODOULS AMBER NA
ANHEUSER-BUSCH SEASONAL
BECKS PREMIER LIGHT
BACARDI SILVER RAZ
MICHELOB ULTR POMEGRANAT RSPBRRY
BUD ICE LIGHT
TILT
HAAKE BECK NA
HOEGAARDEN WHITE ALE
ZIEGENBOCK AMBER
BACARDI SILVER STRAWBERRY
BODDINGTONS PUB CREAM ALE
BECKS DARK
BECKS OKTOBERFEST
BACARDI SILVER LEMONADE
KIRIN ICHIBAN
MICHELOB SEASONAL
WILD BLUE
ROCK LIGHT
BACARDI SILVER SIGNATURE SANGRIA
MICHELOB ULTR TUSCN ORNG GRAPFRT
BACARDI SILVER WATERMELON
REDBRIDGE
BACARDI SILVER MOJITO POMEGRANATE
KOKANEE GOLD
TAKE 6 HOME VARIETYPACK
BUSCH ASSORTED
BACARDI SILVER MOJITO MANGO
BUD EXTRA
MICHELOB HONEYLAGER
LOWENBRAU

MILLERCOORS BREWING
COORS LIGHT
MILLER LITE
KEYSTONE LIGHT
MILLER HIGH LIFE
ICEHOUSE
MILWAUKEES BEST LIGHT
STEELRSRV HI GRAV LAGER
MILLER GENUINE DRAFT
MILWAUKEES BEST ICE
COORS
MILWAUKEES BEST
MGD LIGHT 64
OLDE ENGLISH 800 MALT LIQ
MILLER HIGH LIFE LIGHT
BLUE MOON BELGIUM WHITE
KEYSTONE ICE
MICKEYS MALT LIQUOR
FOSTERS LAGER
GEORGE KILLIANS IRISH RED
SPARKS
SPARKS PLUS
MOLSON CANADIAN
BLUE MOON SEASONAL
STEELRSRV TRIPLE EXPORT
MILLER CHILL
HAMMS
MAGNUM
RED DOG
KEYSTONE
MOLSON ICE
LEINENKUGELSEASONAL
HEN WNHRDS PVT RSRV
OLDE ENGLISH HG800
FOSTERS PREMIUM ALE
SOUTHPAW LIGHT
HEN WNHRDS BLUE BOAR PALE
LEINENKUGELSUNSET WHT
MILLER LITE ICE
PILSNER URQUELL
PERONI NASTRO AZZURRO
LEINENKUGEL
BGROLSCH LAGER
LEINENKUGELCLASSIC AMBER
MOLSON GOLDEN
SHARPS NA
MICKEYS ICE ALE
COORS NA
MOLSON XXX
HEN WNHRDS HONEYHEFE
LEINENKUGELBERRYWEISS
MOLSON CANADIAN LIGHT
HEN WNHRDS BLOND LAGER
LEINENKUGELRED
LEINENKUGELVARIETYPACK
OLD VIENNA
HEN WNHRD CLSSC DARK
COORS EXTRAGOLD
HEN WNHRDS BELGIAN WHT
SPARKS LIGHT
LEINENKUGELLIGHT
HEN WEINHARDS SEASONAL
LEINENKUGLCREAMYDARK
HAMMS SPECIALLIGHT
TYSKIE GRONIE