In the beginning...

...Cowan created Genesis Ale.

Shmaltz Brewing Company was formless and void (and actually didn't exist yet).

Genesis was an experimental celebration ale for Hanukka, and to sell the 100 cases he brewed Cowan schlepped them around San Francisco in the trunk of his grandmother's Volvo. From these humble beginnings, He'brew's popularity has spread like a plague of locusts - but in a good way.

He'brew is, naturally, "the chosen beer," and Shmaltz reminds its customers that "exile never tasted so good," "thou shalt covet this" and "don't pass out, pass over."

(via sondrakistan)