Best Places To Buy Schmaltz Beer

The Shmaltz Brewing Company, also known as Shmaltz Brewing – Hebrew Brewery, is a craft beer company that was founded in San Francisco in 1996 by Jeremy Cowan. The company is now headquartered in Troy, New York, and its beers are sold across the U.S. East Coast and select other U.S. markets. While the company's distribution is currently on hold, you can find its beers at pop-up events and its tasting room in Troy, New York. You can also get its beers delivered to your home in New York State or shipped to you if you live elsewhere.

Schmaltz Brewing Company's history

Schmaltz Brewing Company: A History

The Schmaltz Brewing Company is an American craft beer company, founded in San Francisco in 1996 by Jeremy Cowan. The company's name refers to 'shmaltz', a type of cooking fat frequently associated with Ashkenazi Jewish cuisine. Its initial He'Brew Beer was inspired by ingredients mentioned in the Old Testament, with Cowan and friends squeezing pomegranates to produce juice for a brew.

In its early years, Cowan distributed his beer himself out of the trunk of his grandmother's Volvo in the San Francisco Bay area. In 1997, the company's distribution expanded to small craft beer wholesalers in California, Chicago, and New York, with the help of Anderson Valley Brewing Company.

In 2003, Schmaltz Brewing moved production to Saratoga Springs, New York, and began packaging Genesis Ale and Messiah Nut Brown Ale in six-packs. In 2004, the company launched the limited seasonal Jewbelation line, with each yearly edition reflecting the number of years the company had been brewing in its malts, hops, and alcohol-by-volume value.

In 2006, the company marked its 10th anniversary with the release of its Origin Pomegranate Strong Ale, fermented with pomegranate juice, which symbolises righteousness in Jewish tradition. In the same year, they debuted Bittersweet Lenny's R.I.P.A., a rye double IPA dedicated to Lenny Bruce, which won a silver medal at the Great American Beer Festival.

In 2007, Schmaltz Brewing released a new line of craft-brewed lagers under the Coney Island Craft Lagers banner, in collaboration with the arts non-profit Coney Island USA. The company operated the smallest commercial brewery by volume in the world at Coney Island seasonally. In 2010, the Coney Island brand was awarded "Best Craft Brewer" and "Best in Show" at Beverage World Magazine's BevStar Awards.

In 2013, the company sold the Coney Island line, generating funds to open its own New York State production brewery in Clifton Park, New York. The new facility included a 50-barrel brewhouse capable of producing 30,000 US beer barrels per year.

In 2015, Schmaltz Brewing launched its first "She'Brew" beer in collaboration with the 2nd Annual International Women's Collaboration Brew Day. The effort was coordinated by the Pink Boots Society to empower female brewers and help them further their careers in the craft beer industry. The company also began offering Slingshot, an American craft lager, in the same year.

In 2017, Schmaltz Brewing began releasing a series of Star Trek-themed beers, distributed throughout its sales network, under an exclusive licensing agreement with CBS.

In 2018, the company sold its Clifton Park production facility and returned to its roots as a contract brewer. It opened a new home in Troy, New York, for its Upstate New York-focused 518/838 brands and portfolio of craft beers, 518 Craft. The facility included a tasting room and bottle shop on Monument Square in downtown Troy.

In 2021, the company marked its 25th anniversary and the final season for the Shmaltz brand, with the announcement of a nationwide "Farewell to Shmaltz Tour". Founder Cowan retained his staff and the company pivoted to focus on the Alphabet City Brewing Company, the 518 Craft tasting room in Troy, and a consulting practice helping other craft brewers.

In 2022, Jesse Epstein, a 26-year-old rabbinical student, purchased the company from Cowan, with plans to revamp the brand with a greater focus on social justice and Jewish practice.

Where to buy Schmaltz beer in New York

The Shmaltz Brewing Company is headquartered in Troy, New York, and its beers are distributed across the U.S. East Coast and select other U.S. markets. The company was founded in 1996 by Jeremy Cowan and is known for its He'Brew flagship brand and Jewish-themed craft beers.

You can buy Schmaltz beers at the Shmaltz Brewing Company's tasting room and bottle shop in Troy, New York. The tasting room is located at 200 Broadway, Troy, New York 12180, and is open Tuesday to Friday from 4 pm to 10 pm, Saturday from 12 pm to 11 pm, and Sunday from 12 pm to 6 pm. The tasting room offers rotating draft lines of Schmaltz and 518 beers, as well as guest taps from other New York State breweries. You can also purchase beer to go at the Shmaltz Shop, located next door to the tasting room.

In addition to the tasting room and shop in Troy, you can also find Schmaltz beers at various retailers across New York State. The company's beers are distributed in over 37 U.S. states, by 40 distributors, and can be found in approximately 5,000 retailers across the country.

If you can't make it to the tasting room or a retail location, you can also order Schmaltz beers online through the company's website for delivery or curbside pickup. The website offers a variety of options, including year-round favorites, limited releases, and vintage bombers. Shipping is available, and free shipping is offered on orders over $25. If you live in Brooklyn, you can take advantage of the 2-hour delivery service.

The company's unique branding

The Shmaltz Brewing Company is an American craft beer company that has been in operation since 1996. The company's unique branding has played a key role in its success and longevity. The name "Shmaltz" refers to a type of cooking fat frequently associated with Ashkenazi Jewish cuisine, reflecting the company's roots and specialization in Jewish craft beer.

The company's flagship brand, He'Brew, and its related lines draw on Jewish tradition in humorous and tongue-in-cheek ways. For example, their slogan, "The Chosen Beer," playfully opposes the slogans of large industrial breweries. The company embraces what founder Jeremy Cowan described as "the Three Pillars of Shmaltz": Quality, Commitment, and Shtick. This emphasis on shtick, or playful humour, is evident in their creative and quirky beer names and flavours, such as David's Slingshot Hoppy Summer Lager, a jelly donut-flavoured Hanukkah ale, and Babka Loves Rugelach stout (brewed with chocolate, cinnamon, and raisins).

Shmaltz Brewing's branding and marketing go beyond clever names and flavours. Their products have appeared in distinguished media outlets, including The New York Times, CNN, and Beer Advocate Magazine, helping to build brand awareness and recognition. The company has also won several awards for its beers, including "Best American Craft Beer" and "Best in Show" by Beverage World Magazine in 2010, further enhancing its reputation and brand image.

In addition to their creative branding and marketing strategies, Shmaltz Brewing has also demonstrated a commitment to social responsibility and community engagement. Under the new ownership of Jesse Epstein, a rabbinical student, the company aims to use beer as a vehicle for rethinking the idea of a synagogue and Jewish communal gathering spaces. Epstein plans to host a series of pop-up events in partnership with various Jewish groups, creating opportunities for community-building and exploring Jewish texts and traditions over a pint of beer.

The Shmaltz Brewing Company's unique branding, combining playful humour, creative flavours, strategic marketing, and a commitment to social responsibility, has helped establish a strong and differentiated brand identity in the craft beer market.

Awards won by Schmaltz Brewing Company

The Shmaltz Brewing Company has been producing award-winning beers since 1996. The company has won several accolades for its brews, including:

• Grand Champion (Giant Beer Category) at the United States Beer Tasting Championship for its Jewbelation Reborn beer.
• Silver medal (Sour & Barrel Aged Category) at the World Beer Cup for its Funky Jewbelation beer.
• Silver medal at the Calgary Beer Fest for its Death of a Contract Brewer beer.
• Silver medal at the Great American Beer Festival for its Bittersweet Lenny's R.I.P.A. beer.
• Best Craft Brewer and Best in Show at Beverage World Magazine's BevStar Awards for its Coney Island brand.
• Distinguished Business Award from the Brooklyn Chamber of Commerce.
• Gold medal at the 2012 World Beer Championships for its Hop Manna IPA.
• Gold medals at the Beverage Testing Institute's 2010 and 2011 World Beer Championships for its Rejewvenator beer.

The company was founded in 1996 by Jeremy Cowan, who established the brand with a focus on quality, community, and Jewish tradition. The name "Shmaltz" refers to a type of cooking fat frequently associated with Ashkenazi Jewish cuisine, and the company's beers often feature Jewish-inspired ingredients and tongue-in-cheek references to Jewish culture.

The company's future plans

In 2022, Jesse Epstein purchased the Shmaltz Brewing Company from founder Jeremy Cowan. Epstein, a 26-year-old Reform rabbinical student, plans to revamp the company with a greater focus on social justice and Jewish practice. While distribution is currently on hold, the company will host a series of pop-up events in 2023 to build community, discuss justice, and study texts—all over a pint of beer.

The new owner's goals are to use beer as a vehicle for rethinking the idea of a synagogue and Jewish communal gathering spaces. Epstein plans to start brewing his own beer selections, with a Purim-themed beer named "Shushan Beer-a" and beers inspired by each of the weekly Torah portions. The brand's labels will now include a Jewish blessing for beer, in Hebrew and English.

Shmaltz Brewing Company's future plans also include continuing to operate under a New York State Farm Brewery License, which allows them to serve beer by the glass without an additional permit. The company will focus on its Upstate New York-focused 518/838 brands and portfolio of craft beers, including the tasting room in Troy, New York. They will also continue to market the Alphabet City brands in New York City, distributed by Manhattan Beer.

In addition, the company will further develop its consulting practice, helping other craft brewers. With Epstein's vision and passion for combining Jewish traditions with craft beer, the future of Shmaltz Brewing Company looks promising.

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