Clifton Park, NY -- Friday, January 5, 2018 -- Turning 21 is an epic milestone. Ever since the National Minimum Drinking Age Act was passed and implemented in the 1980's, 21 is synonymous across the 50 U.S. states with the legal ability to purchase beer, wine and spirits. In 2018, Shmaltz Brewing Company celebrates its own coming of age as the Upstate New York brewery hosts "21 & Over" launch events across the country in honor of its 21st birthday, including this weekend at the Big Beers Festival in Breckenridge, CO.
At the Big Beers Festival, Shmaltz Brewing founder Jeremy Cowan celebrates the launch of Jewbelation 21® Anniversary Ale (Dark American Strong Ale). The much-anticipated Jewbelation 21® (draft & 22 oz. bottles) is brewed with 10 Malts and 11 Hops and is amped up to 12.1% ABV.
21 Years -- celebrating being the largest, the smallest, the most award winning, and astonishingly still the only Jewish celebration beer in the country. And also 21 years as a complex borscht of much more as well -- creating brands, selling brands, acquiring brands. Reinventing the company to reflect the new brick and mortar facility. Transforming from exclusively contract brewing with another producer to now being a contract brewer itself for other respected regional beer companies. Over 30 professional tribe members comprise the Shmaltz efforts, continuing to amass over 40 awards and counting. Through this trek, Shmaltz maintains its enduring sense of shtick that paved the way to this milestone.
And what would a true celebration be without the proper beer to mark such an occasion?
Jewbelation 21® -- Dark American Strong Ale
Mazel Tov -- it's a big beautiful bouncing barelywine! Shmaltz's 14th version of its acclaimed seasonal Anniversary offering Jewbelation® essentially stands as a triple brown ale. Pouring a dense mocha head, the color spans deep maroon to dark ruby. Flavors of this massive complex malt bill overflow with dark fruits -- bing cherry, raisins, currants, and figs. Pronounced notes of pumpernickel and dark chocolate, coffee roast and cherry wood dance with pounds and pounds of hops leading with citrus and stone fruit up front melding into a grassy earthiness on the finish. Rising to a hefty 12.1% ABV, the alcohol feels more warming and welcoming than its percentage might suggest. A very complex anniversary ale worthy of being part of the Jewbelation® family.
Shtick from the label of Jewbelation 21®
Jewbelation is finally 21! No fake IDs or over-limit ABVs and legal in all 50 states! Genesis 21 narrates the birth of Isaac, meaning "He who laughs," born to 100 year-old parents who still circumcised him on day 8. The day I turned 21 (4/24/90) drinking birra alla spina in Florence (unlikely to say 21 letters in Italian backwards that night), the Hubble Telescope launched to seek the deepest views and true age of the universe. 620mi years ago, a day on Earth was only 21.9 hours. Astronomy 2017: both solstices and the solar eclipse land on the 21st (June/Dec/Aug). In 1921 Einstein won the Nobel Prize in Physics. Exodus 21 lays down Divine Law, particularly brutal for the treatment of slaves and the "eye for eye, tooth for tooth" shpiel. B-21 bombers drop nuclear warheads. 21 is the winning jam in ping pong, bball, blackjack & acey deucey. A 2016 forensic psych study found 21% of corporate execs show psychopathic traits, the same rate as prisoners. 21-gun salute honors royalty or heads of state. Louis Brandeis, author of the 1st Supreme Court decisions on the beloved 21st Amendment, also famously wrote, "We may have democracy, or we may have wealth concentrated in the hands of a few, but we can't have both." After Prohibition closed his Father's brewery, in 1921 Theodor Geisel enrolled at Dartmouth and was later caught for illegally drinking gin so penned his middle name "Seuss" for the campus humor mag, soon adding "Dr." Diagnosis from You're Only Old Once: "You're in pretty good shape for the shape you're in." Prognosis for the evolving 21st C. coming of age tale of Shmaltz Brewing and He'brew Beer? Even more Quality, Community, and Shtick of course! To Life -- L'Chaim!
About Shmaltz Brewing Company
Founder and owner Jeremy Cowan established Shmaltz Brewing in San Francisco in 1996. The first 100 cases of He'brew Beer® were hand-bottled and delivered throughout the Bay Area from the back of his Grandmother's Volvo. After 17 years of being an outspoken cheerleader for contract brewing, Cowan and staff opened their own New York State production brewery in 2013 in Clifton Park, 10 minutes north of Albany. Shmaltz's home boasts a 50-barrel brewhouse with 30,000 barrels of annual capacity and packages a diverse and tasty variety of core and seasonal favorites in 12 and 22-ounce bottles and kegs. Shmaltz Brewing now sells He'brew Beer across 35 states, through 40 wholesalers and in nearly 5,000 retailers.
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