Temple Emanu-El

More than Shtick December-5-2001

What began as an inside joke between Jeremy Cowan and his friends during high school has turned into perhaps one of the most fascinating Jewish entreprenurial ventures of all time. Soon after graduating from Stanford University, Cowan decided to turn his childhood joke into reality by opening Schmatlz Brewing Company, and with an initial personal investment of $2000, put He’brew: The Chosen Beer on the market. The Chagall-like Genesis Ale label cites Deuteronomy 8:8 and proclaims, "After 5000 years of civilization, finally a microbrew with the chutzpah to call itself the Chosen Beer."

Making beer might seem to be an odd expression of one’s Jewish identity, but Cowan views it as a social product, a statement of one’s Jewish-ness. His message-in-a-bottle, as one might call it, symbolizes that Jewish culture and Jewish pride is only getting stronger in America, and that such a Jewish product reaches young adults who are searching for ways to blend their Jewish and secular identities. He’brew, says Cowan, "is a celebration of shtick," and the Jerusalem Report called the beer a "fermentation of hip, sometimes radical, non-traditional expressions of Jewish tradition." Cowan believes he is contributing to the "regeneration of Jewish life in America", and pledges –on thebottle, no less- to give 10 percent of his profits to tzedekah. Additionally, Cowan gives away the beer to Jewish events and fundraisers.

He’brew is certified Kosher by the Los Angeles based Kosher Supervision of America, one of the country’s many kosher certification programs. A few large breweries have pursued the rigorous process of Kosher certification, but He’brew is, to date, the only Kosher microbrew available.

And how does it taste? When Cowan developed the recipe, he recalled a line from comedian Jackie Mason: "Gentiles drink, Jews eat." So Cowan developed a brew that would go well with food – a crisp light brown ale. He’brew won the 1999 Best Microbrewery award from the Sausalito Beer Festival, and was deemed "our favorite" by New York Times food critic Alex Witchel.

He’brew has recently released its second brew, Messiah Stout, a rich beer with hints of coffee and chocolate. Messiah Stout is appropriately promoted with the motto, "The beer you’ve been waiting for!"

Looking for a unqiue Hanukkah gift? He’brew can be shipped to most states. T-shirts and pint glasses are also available. Call the Brewery Gift Shop at (707) 895-2769.