Founders of to Launch Magazine

by: BeerAdvocate on 06-09-2006
- Boston, MA -

With a style similar to magazines dedicated to aficionados of wine, food, and cigars, BeerAdvocate magazine, will be both a classy and loud voice for beer and the lifestyle that surrounds it. The monthly aims to introduce its better beer advocacy to those beer drinkers who've yet to experience what craft beer has to offer.

"It's high time we wake people up, get them thinking about beer in new ways, and give beer its due respect!" proclaimed co-founders, and brothers, Jason and Todd Alström.

US craft beer sales continue to rise at a staggering rate, and in the US alone there are roughly 1,500 breweries producing tens of thousands of different beers. Beer is also one of the most popular alcohol beverages in the world.

"Despite this, there's still very little media coverage for beer," stated Jason Alström, "and there's a serious demand from consumers and the industry, which is why we plan on meeting this demand by launching a unique, monthly magazine dedicated to advocating beer." Todd Alström added, "Unfortunately much of the current beer coverage has become stale and nearsighted. Beer deserves more."

In 1996, the Alström Bros built their web-based business using little more than word-of-mouth marketing and pocket change. Today, is one of the most popular beer websites in the world, reaching 2 million unique visitors a month and supported by a membership of over 70,000 registered users - expected to reach upwards of 100,000 in early 2007.

The magazine is expected to debut in late fall 2006. "We're currently in negotiations with major publishers to provide a partnership through distribution, both internationally and for retail outlets. We've also begun building our editorial team, receiving loads of interest from writers, designers and photographers throughout the world. The talent and passion that these people bring to the magazine is simply awesome, and refreshing," added Todd Alström.

Until October 6th, 2006, beer lovers can become "Founding Subscribers" which entitles them to the Fall 2006 Inaugural Issue, an Official BeerAdvocate 2007 Calendar, a 12 issues starting in 2007, and a locked annual subscription rate of $19.95 per year, for life. Founding Subscribers are already in the thousands.

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