Craft Beer Bar Mitzvah: How It Took 13 Years, Extreme Jewish Brewing, and Circus Sideshow Freaks to Make Shmaltz Brewing an International Success

Craft Beer Bar Mitzvah: How It Took 13 Years, Extreme Jewish Brewing, and Circus Sideshow Freaks to Make Shmaltz Brewing an International Success

James Sullivan, Jeremy Cowan

Language: English

Pages: 292

ISBN: 2:00164116

Format: PDF / Kindle (mobi) / ePub

In this witty and compelling tale of how the nation's first and only Jewish Celebration beer came to fruition, founder Jeremy Cowan tells the story of Shmaltz Brewing's evolution from an inside joke into a thriving and award-winning craft brewing company. Divulged are the small-business challenges and marketing strategies that helped Cowan go from hand-squeezing pomegranates and delivering beer in his grandmother's Volvo to producing two of the most respected and unique craft beer brands in America: He'brew the Chosen Beer and Coney Island Craft Lagers. Included alongside the sage advice for entrepreneurs and the humorous personal anecdotes are suggested beer pairings for each chapter, a hangover rating system, and 16 pages of full-color photograph collages.

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side for free.” 8. This isn’t even taking into consideration blends from the most recent years of truly connoisseur offerings, such as Geektoberfest, our barrel-aged collaboration with Captain Lawrence and Ithaca for 2010 New York Beer Week, in-house projects such as Vertical Jewbelation, or highly regarded blends from Russian River, Lost Abbey, Allagash, Firestone Walker and more. 9. As I finish this, after many years of threatening to do so, Ken finally sold Anderson Valley. Brewing Co. In a

said, “Fine. Find somebody who will.” So I go over to Bay Area Distributing, which covers the same counties. The sales manager’s name is Keith. He reminds me of a captain on Hill Street Blues, except Hawaiian. There’s nothing you can throw at him that he hasn’t seen before. He just keeps bulldozing through this job. Bay Area had some SKUs in Safeway, and of course they wanted more, so he agrees to take on my little one-man, one-beer operation. I go back to talk to Sil at Geyser, who drove a

insisting that the characters looked nothing like us — we were just for sizing and placement. We chose little icons from around the world to place on the globe — the Eiffel Tower, a trumpet for New Orleans, Red Square, the Statue of Liberty. The beer would encompass the entire world in its breadth and harmony. Drawing from Jewish tradition, the label referenced the coming of the Messiah as a return to a state of innocence and grace reminiscent of the Garden of Eden. The two figures represented

all of Alexandra’s “dark lovers” from her past. Misery, or at least the pathetically inappropriate, loves company. Most of the time, when you stick your foot in your mouth like that, your friends will shrug it off. Not this time; not this crew. For months afterward, every time I saw someone who was there they’d say, “Dude, I can’t believe you did that!” Maybe this year has gotten away from me a little, I thought. So for the first time since I started drinking at fifteen, I consciously went on

started just months before the family dynasty cashed out to the world’s largest beer conglomerate, based in Belgium. Perhaps it is our own fault as consumers, so well-trained by big advertising budgets for so many brands, to slurp up products we know are being sold to us purely as style over substance. Known in England as the “wife beater” beer because of its well-documented connection to binge drinking, aggressive behavior, and particularly cheap retail pricing, Stella Artois (owned by InBev,

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