Don’t Pass Out, Pass Over

A beer that started with a joke is celebrating its tenth anniversary. Jeremy Cowan and some friends thought it would be fun for Jews to have their own beer. He'Brew was the result, but after a decade and over 2 million bottles sold, it's no laughing matter.

NEW YORK - A company that started out as a joke celebrates ten years in business. Founder Jeremy Cowan says that starting out, he and his friends just thought it would be fun for Jews to have their own beer and brewed up something called "He'Brew." Ten years later, with 2 million bottles sold, it's not a joke anymore.

Cowan says he likes the beer, but wouldn't want to abandon the inside joke that started it all, the punch line being "don't pass out, pass over."

Here's the website for the Shmaltz Brewing Company, makers of He'Brew, Genesis 10:10 and a (heavenly) host  of other brews. Now I have to see if I can find any of this, though that's probably really unlikely in the midwest. You have to love a product that has a sense of humor.