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ST. LOUIS (March 29, 2007) — As part of its "Here's To Beer" industry development campaign, Anheuser-Busch has commissioned "The American Brew," a film celebrating the rich history of America's favorite beverage of moderation. From colonial settlers, through the rise of microbrewers and developments in brewing technologies, "The American Brew" explores the evolution of beer throughout the centuries.
Produced and directed by award-winning filmmaker Roger Sherman, "The American Brew" is scheduled to air Saturday, April 7, at 10 p.m. EDT on A&E. The hour-long broadcast takes place on one of the most significant days in beer history — the repeal of Prohibition for beer. After beer lovers in the United States were deprived of legal alcohol for 13 years, friends and family were finally able to legally toast their good times. This year marks the 74th anniversary of the repeal.
"Since the Pilgrims landed at Plymouth Rock through today, beer has been woven into the fabric of America," said Robert C. Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. "The 'Here's To Beer' program is about sharing the rich traditions of the American beer story."
"The American Brew" is a production of Florentine Films/Sherman Pictures LLC and is presented by "Here's To Beer." Producer, director and cinematographer Roger Sherman's documentaries have received a variety of honors including a Peabody Award, an Emmy Award and two Academy Award nominations. He founded Florentine Films with fellow filmmakers Ken Burns and Buddy Squires and celebrated their 30th anniversary in 2006.
"Told with interviews and cinema verité scenes that mix history with present day stories, The American Brew brings effervescent history to life, 'The American Brew' brings beer to life," said Sherman. "Viewers will see everything from beer being brewed in a fireplace in colonial Williamsburg to 20-foot hop vines in northern Idaho and a behind-the-scenes look at judging beer at the World Beer Cup in Seattle."
Following its national airing on April 7, "The American Brew" DVD will be available for sale at beer stores and taverns across the country. The special-edition DVD includes 42 minutes of extra footage and interviews, making it the ideal gift for adult beer lovers.
In February 2006, Anheuser-Busch spearheaded the launch of the "Here's To Beer" campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
• Reminding consumers of the social value of beer — it brings people together in an unpretentious way.
• Romancing the product and the art of brewing — reinforcing beer's refreshment, all-natural ingredients and the beauty of its liquid.
• Encouraging adult consumers to view beer differently — giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since its launch last year, the consumer-focused Web site www.herestobeer.com has received more than 100,000 hits per month. In March 2007, the site was redesigned bringing even more original content to adults including humorous short films about famous people in history who enjoyed beer, tips on becoming a beer connoisseur and lists of upcoming beer events across the country. For more information on "The American Brew" and "Here's To Beer," visit www.herestobeer.com.
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