It’s about fucking time. BREW MASTERS starring Sam Calagione starts tonight on Discovery Channel.

I first met Sam at the Great American Beer Festival in September of 2005. I told him then that he was going to be a star. He seemed embarrassed. But it was easy to see from our very first interview that here was a guy who was the real deal and a natural in front of the camera.

I got to know Sam over the 3 years it took to make the film. He allowed my crew into his home, his business, and into his head. I shot over 35 hours of footage with him in multiple locations across the country. And the rule of thumb worked – about one minute per hour made it into the film. There are so many gems that didn’t fit into the bigger story. Someday I hope to open the “vault” and share.

And Sam has been very gracious since the film came out. He showed up on premiere night in Los Angeles to be with a panel of his peers and at film festivals since then to help promote the film.

And yet he gets flak from “beer geeks” for being overexposed. Seriously, it’s time to stop. Yes, he’s a rock star. Celebrate it. He’s the guy Discovery picked to be the face of BREW MASTERS. And since it’s a positive message he’s espousing, he’s having no problem getting media attention. And that can only help craft beer.

I hope the show does well. I hope Discovery gives the wider TV audience a chance to well, discover it. I haven’t seen any episodes yet but since the show’s producers are also behind Anthony Bourdain’s NO RESERVATIONS, I think it’s safe to go in with high expectations.

So break a leg Sam. I hope you remember me when…

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!

So much to be grateful for. Especially the supporters who believed in the film from the start (before they even saw it) and stood by it despite the naysayers. A big thanks to (in no particular order):

• Dogfish Head — especially Sam and Mariah Calagione.
• Stone Brewing — especially Greg Koch who is the epitome of walking the talk.
• Brewers Association — especially Charlie Papazian for believing in the big picture.
• Beer Advocate — especially Todd Alstrom who not only promoted the film but invited me to be a part of the American Craft Beer Festival.
• Yelp — for taking a chance on this indie movie and engaging the Yelp community through its super enthusiastic community managers.
• Reason Foundation/Reason TV –- especially Jon Graff for all the exposure.
• Maureen Ogle -– for her support and smarts.
• Jay Brooks — for telling it like it is.
• Shaun O’Sullivan and Brock Wagner –- for helping to promote the film despite the fact that their brewery isn’t in it. They embody the collaborative spirit of craft brewers. I wish more would follow suit.
• On a personal note, thank you to my number one supporter and social media guru, my sister — Ayelet Baron.

And a heartfelt thank you to all the bloggers, journalists, Facebook fans and Twitter followers who helped promote the film. I couldn’t have done it without you.

The journey continues. I’m glad to have you on my side.

Happy Turkey Day!

Let’s start with the 2 you won’t see. I wanted the new heads of MillerCoors and Anheuser-Busch Inbev to provide their perspective. Tom Long from Miller Coors passed because he had a “conflict” while Dave’s Peacock’s “handlers” told me they’d get back to me. Tick tock.

Here’s what to expect from the panel. Sam Calagione and Rhonda Kallman will bring you up to date on their stories. And after watching the film, you’ll be glad they’re there to fill you in.

Greg Koch, Charlie Papazian, Maureen Ogle and Todd Alstrom will provide their unique perspectives on where we’ve been and where we’re going. Having spent time with all of them while making the film, I don’t think there’s a shrinking violet in the bunch. I have a feeling that 30 minutes may not be enough to contain these personalities.

Also remember that none of them have seen the film so their reactions will be raw. And since I’ll be on the panel with them, let’s hope no shoes are hurled at me or at each other. That’s the cool thing about a LIVE show. Anything can happen.

• Finish film
• Go to big film festival, Sundance, Toronto, Cannes, Berlin
• Get a big check from a distributor who will get your film out there
• Make your next film

Well, what I actually found is that a lot has changed since September 2005 when, on a lark, I took a crew of 7 to Las Vegas to film the annual beer industry convention.

Sam Calagione, one of the “stars” of my film told a small crowd when he was in LA a recently: “Anat is like a craft brewer, she wants to get her film just right.”

True enough. I wanted to make the best possible film. But by taking my time, I also seemed to miss the “window” when documentary films were big news and were getting rich distribution deals.

But now that I’ve given up on that fantasy, the reality is actually more exciting. I get to make the decisions and shepherd my film without having “suits” make decisions for me.

This new world of bypassing the middleman is very exciting. I get to have real conversations with the audience, respond to your needs and make this whole process a lot more fun.

That’s why instead of putting up a static brochure site, I decided to launch a blog. Sure you can get lots of information on the film but I’m going to keep you in the loop so you can be part of the launch and rollout of the film. And the best part is that you can participate in the dialogue by providing your comments here and also on Facebook, Twitter and MySpace.