Philly Beer Scene™, a new magazine focusing on the Philadelphia region’s fast emerging craft beer marketplace has hit the street with it first edition (June/July), it was announced today.
The new bi-monthly magazine which is dedicating itself to following American and imported craft brews and the establishments which feature them within the Philadelphia area was created and is being published by a collaboration of five young and talented entrepreneurs, all between their mid-20s to early 30s. Scott Willey is serving as president, while Matt Falco and John Galster have been named managing editors. Neil Harner is the editorial director and Melissa Levenduski is the art director for the new publication.
The idea for the magazine was conceived during a social outing at Earth, Bread & Brewery in the Mt. Airy section of the city, one of the good establishments that offers craft beers. “Scott Willey brought up the topic of craft beers and how they were becoming a real item on Philly’s beer scene. From that point, the idea for a craft beer magazine evolved,”, explains Harner. “We took our concept and ideas from that casual outing and started to talk to the owners of good craft beer bars, retail beer establishments and take out stores about what we were planning,” state Willey and Harner. “The more people we talked to about the idea for the magazine the more encouraging and supportive they were. With that in mind and certain we had the talent, know how, and entrepreneurial spirit to publish Philly Beer Scene, we went forward with our inaugural edition.” The cover showcases Ben Franklin, personified by Ralph Archibald.
“We experimented with two concepts for the cover, one with a beautiful model and the other with the Franklin image, and really couldn’t decide which way to go,” explains Harner. To make a final determination the publishing and editorial staff polled 7,000 people and the results favored the Ben Franklin cover 2 to 1.”
Also featured in the June/July issue are stories about the origins of brewing in America, homebrew recipes, recipes for cooking with beer, bar and restaurant reviews, a brewing events calendar, and a special round table taste testing panel for craft beers which includes Archibald as one of its reviewers. Additionally, there are details about the magazine’s Premier Party which is scheduled for World Café Live in Philadelphia on June 28 from 3 to 7 p.m. The party will benefit Live Connections.org, a non-profit dedicated to music, education and performing artists. more… Philly Beer Scene (add one)
The new magazine is primarily targeted at the 21 to 35 year old males who enjoy drinking American and imported craft beers, however it is remaining cognizant of the older male demographic and growing female interest in craft beers. Philly Beer Scene is being distributed through good craft beer bars, retail beer outlets, and beer take-outs in Philadelphia, Bucks, Montgomery, Delaware, Chester and Berks counties in Pennsylvania, southern New Jersey and Delaware. Subscriptions are available online at www.beerscenemag.com. Additional details at 215-253-5629. The business and editorial offices are headquartered at 4432 Bristol Road, Suite 1B, Oakford, PA, 19053.Philly Beer Scene also owns and operates Brew Studio™, an affiliate which provides marketing, promotional and graphic design services to bars, restaurants and brew pubs.
According to the Brewers Association, of Denver, Colorado, the non-profit trade and education association for American craft brewers and community of beer enthusiasts, craft beer dollar sales during the first half of 2008 increased 11% compared to the same period in 2007. The association also reported that the 2008 volume of beer sold by craft brewers grew by 6.5% totaling an estimated 4 million barrels compared to 3.768 million barrels sold in the first half or 2007. The association also noted that 1,420 of the 1,463 breweries in the United States are independent craft brewers. #
For Further Media Information:
Stu Coren
ROSEN COREN AGENCY
215-741-2003
