The time has come to take action on behalf of the future vitality of home brewing. While sales have continued to decline and participation to dwindle among home brewing's rank and file, many have multiplied words and hand-wringing over the direction of the trade. None, however, has stepped up to do anything about it. In the absence of leaders, BrewingTechniques has decided to assume that role. I invite - even challenge - all who care about home brewing to join forces with us for the good of home brewing's future.

Back in the July/August 1998 issue, I wrote in these pages that the rumors of home brewing's demise were greatly exaggerated. I argued that reports of sales declines among homebrew suppliers had to be tempered with the realities of increased competition and the effects of gray market activities. Despite the downturn for many suppliers, "a core of dedicated home brewers continues to push the limits of the hobby." I offered the new homebrew festivals, the new national MCAB competition (see page 10 this issue), and the Palexperiment (see page 20 this issue) as evidence.

Now I see more clearly the paradox of our situation. Although it is true that the creativity and energy of countless dedicated home brewers continues to push home brewing forward, from an accounting standpoint the overall numbers are, in fact, clearly shrinking. Homebrew clubs are reporting declining membership rosters, and suppliers - from national wholesalers down through local retailers - continue to report depressed sales. Our stalwart front line continues to push ahead and inspire, yet the number of footsoldiers declines. Popular support for their mission wanes. Growth is essential for any living entity, and the home brewing community is no exception. For the average home brewer, growth means access to a wide variety of high-quality, innovative products at low prices. Without growth, home brewers face a future of scarcity and mediocrity.

For the past two years I have been lobbying the Home Wine & Beer Trade Association (HWBTA) to launch a major publicity effort on behalf of home brewing. Others have made separate appeals and offered proposals to both HWBTA and the American Homebrewers Association (AHA), asking for their support in outreach campaigns. To date, neither has taken action.

BrewingTechniques has decided that inaction is as unacceptable as sitting around blaming others and has therefore decided to do something on its own. We ask only that the industry's commercial interests join us by collectivizing to underwrite the cost of the effort.

The first objective will be to create a top-quality, professionally produced 30-second TV ad spot promoting home brewing. We will make this ad available to homebrew retailers for airing on major cable networks in their local markets, to promote home brewing in general and their stores in particular.

We live in a visual world, and TV captures attention like no other medium. Sponsored by the industry's manufacturers, wholesalers, and other leading suppliers, this publicity program will provide retailers cost-effective access to this powerful medium. It will put home brewing in the public eye as it has never been before.

Credit for the working concept goes to Don Van Valkenburg of Stein Fillers (Long Beach, California), who discovered that TV ad spots can be placed for as little as $18-30 each. The key is using cable (ESPN, CNN, A&E, Discover, and others) to target local markets, so retailers pay only for the viewership of their local market. The largest barrier to TV advertising is in producing the spot. This program covers all production costs and even provides an easy-to-use manual, so retailers need only obtain the master tape, call their cable company, specify the tag information, and get airtime.

This is an exciting program, but it cannot succeed without the support of the industry's commercial interests. Hence my challenge to all industry suppliers: Be a player. Be a leader. Show your vision for home brewing's future. Contribute to this effort.

All sponsors will receive high-profile recognition in BrewingTechniques and elsewhere (see the ad on page 39). Already, Cascadia Importers (Coopers), Crosby & Baker, and California Concentrate have eagerly signed on as major sponsors. These are the companies that will lead home brewing's future. Stand among them.

Future issues will report our progress with this effort. Stay tuned.

Stephen Mallery
Publisher