Rejuvenator, one of the numerous varieties of HE-BREW.
|It’s never too late to celebrate your bar- or bat mitzvah. He-Brew Beer—an uber-kitschy concept to start with—wants to put vintage bar mitzvah pictures on the label. You with Uncle Izzie, with the challah, with your pink cherub cheeks under that yarmulke.
The company, Shmaltz Brewing of San Francisco, is celebrating its 13th year of beer and shtick with a special release called Jewbelation Bar Mitzvah, their 13th “Chosen Beer” in 13 years of Shmaltz. Brewed with 13 malts, 13 hops and soaring to 13% ABV, Jewbelation Bar Mitzvah will be nationally available in 22 oz. bottles and a very limited amount of draft for select bars.
While the concept may seem schmaltzy, Shmaltz’s Jewbelation series, launched in 2004, has receiving top accolades from critics, including “5 Stars” from Celebrator Beer News, “Best Holiday Beer“ from Pacific Brew News, and 97 out of 100 points for 2007’s Jewbelation Eleven from Ratebeer.com. A recent issue of Beer Advocate (Volume II, Issue VIII) commented, “Today, Jeremy Cowan of Shmaltz Brewing Company is arguably making some of the best contract-brewed beers in America.”
The beer is certified kosher, of course, by KSA. It just may be the perfect beer to serve at bar mitzvahs—to the grown-ups, of course. While Jewish law may deem the 13-year-old a man (or woman), there’s still the state liquor law to contend with.
Bar/bat mitzvah men and women (age 21+ only): Submit photos of you in your braces, awkward suits, frizzy hair, ’80s-tastic family portraits with Aunt Linda and Uncle Dan… and celebrate the day you became an adult. The “winning” photos in each of these categories will receive a HE’BREW Bar Mitzvah Gift Set and will be featured on Shmaltz’s website: “Best Hair,” “Best Family Photo,” “Most Awkward Moment,” “Youngest-Looking Adult,” “Funniest Shot,” “Best-Dressed,” “Best Braces,” and “Best Dance Moves.”
|Send photos with your name, date and location of event to firstname.lastname@example.org. If you are on Facebook, join their group “The Jewbelation 13 Project,” and check out some photos they’ve collected, post your picture, and become a fan of Shmaltz Brewing and HE’BREW Beer.|
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