09 October, 2021

USA, CA: Shmaltz Brewing Company to cease production after 25 years

America’s “Jewish beer” company is to cease production after 25 years’ inebriating wedding and barmitzvah guests, Jewish News reported on October 11.

The owners of He’Brew beer, which launched in San Francisco in 1996, named their final ale ‘Exodus 2021’, aptly brewed with date, pomegranate, fig and grapes.

“This is a great time to put a bow on it and have our grand finale,” said founder Jeremy Cowan, who cited long travel times to drum up sales as a reason for closing. “Especially coming out of Covid, when we couldn’t do that, the prospect of being a door-to-door salesman is a lot less compelling, and I feel I’ve accomplished more than I ever imagined possible.”

Cowan’s Shmaltz Brewing Company started when a group of friends were sat around making puns while drinking beer, leading to names such as ‘He-Brew’ beer, ‘Genesis Ale’ and ‘Messiah Bold’.

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