In this witty and compelling tale of how the nation s first and only Jewish Celebration beer came to fruition, founder Jeremy Cowan tells the story of Shmaltz Brewing s evolution from an inside joke into a thriving and award-winning craft brewing company. Divulged are the small-business challenges and marketing strategies that helped Cowan go from hand-squeezing pomegranates and delivering beer in his grandmother s Volvo to producing two of the most respected and unique craft beer brands in America: He'brew the Chosen Beer and Coney Island Craft Lagers. Included alongside the sage advice for entrepreneurs and thehumorous personalanecdotes are suggested beer pairings for each chapter, a hangover rating system, and 16 pages of full-color photograph collages."