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Photo: Shmaltz Brewing Co. image Image 1 of / 19 Caption Close Image 2 of 19 Founder Jeremy Cowan says you don't have to be Jewish to like He'Brew beers. But it doesn't hurt if you appreciate shtick. Founder Jeremy Cowan says you don't have to be Jewish to like He'Brew beers. But it doesn't hurt if you appreciate shtick. Photo: Courtesy of Shmaltz Brewing Co. Image 3 of 19 A debut party is planned for noon Saturday at the Red Eyed Fly. You don't have to have a SXSW badge for the free event, but reservations are required. Email austin@thewicknyc.com A debut party is planned for noon Saturday at the Red Eyed Fly. You don't have to have a SXSW badge for the free event, but reservations are required. Email austin@thewicknyc.com Photo: Courtesy of Shmaltz Brewing Co. Image 4 of 19 Among the first He'Brew beers to land in Texas is Genesis Dry Hopped Session Ale. Among the first He'Brew beers to land in Texas is Genesis Dry Hopped Session Ale. Photo: Shmaltz Brewing Co. image Image 5 of 19 Image 6 of 19 Photo: Shmaltz Brewing Co. image Image 7 of 19 He'Brew beers, including Messiah Nut Brown Ale, are available in the Austin area only right now. But Cowan expects them to expand to the Houston and Dallas markets in May or June. He'Brew beers, including Messiah Nut Brown Ale, are available in the Austin area only right now. But Cowan expects them to expand to the Houston and Dallas markets in May or June. Photo: Shmaltz Brewing Co. image Image 8 of 19 Photo: Shmaltz Brewing Co. image Image 9 of 19 Hop Manna IPA is also among the first to land in Texas. Hop Manna IPA is also among the first to land in Texas. Photo: Shmaltz Brewing Co. image Image 10 of 19 Image 11 of 19 Photo: Shmaltz Brewing Co. image Image 12 of 19 Bittersweet Lenny's RIPA, a double IPA brewed with rye malt, weighs in at 10 percent ABV. Bittersweet Lenny's RIPA, a double IPA brewed with rye malt, weighs in at 10 percent ABV. Photo: Shmaltz Brewing Co. image Image 13 of 19 NYC-brewed Coney Island Lager also comes as part of the Shmaltz Texas launch. NYC-brewed Coney Island Lager also comes as part of the Shmaltz Texas launch. Photo: Shmaltz Brewing Co. image Image 14 of 19 Coney Island's Human Blockhead imperial American bock is another 10 percenter. Coney Island's Human Blockhead imperial American bock is another 10 percenter. Photo: Shmaltz Brewing Co. image Image 15 of 19 Image 16 of 19 An example of Shmaltz's unorthodox marketing. An example of Shmaltz's unorthodox marketing. Photo: Shmaltz Brewing Co. image Image 17 of 19 Cowan tells the Shmaltz story in his book, "Craft Beer Bar Mitzvah: How It Took 13 Years, Extreme Jewish Brewing, and Circus Sideshow Freaks to Make Shmaltz Brewing an International Success." Cowan tells the Shmaltz story in his book, "Craft Beer Bar Mitzvah: How It Took 13 Years, Extreme Jewish Brewing, and Circus Sideshow Freaks to Make Shmaltz Brewing an International Success." Photo: Shmaltz Brewing Co. image Image 18 of 19 Photo: Shmaltz Brewing Co. image Image 19 of 19 He'Brew beer arrives in the Promised Land 1 / 19 Back to Gallery

Not that you ever doubted Texas was God’s country, but here’s more proof: Shmaltz Brewing Co., makers of He’Brew, “The Chosen Beer,” has arrived.

He’Brew just went on sale in the Austin area, but founder Jeremy Cowan says fans in Houston and Dallas can expect the distinctively packaged brews in May or June.

Cowan, who was in Houston on Thursday before heading to Austin for a debut party on Saturday during South By Southwest, said he has gotten more emails from Texas requesting Shmaltz beers than from any other state. Then he thanked the plaintiffs who persuaded a federal judge in December to strike down a long-derided Texas Alcoholic Beverage Commission provision that beer be marked “beer” or “ale” based on its alcohol content.

Otherwise, he said, it would not have been feasible to bring He’Brew to the Lone Star state, since each bottle label is marked “The Chosen Beer.”

“They handed us the best Hanukkah present this year, getting that law changed,” Cowan said. ” … It was more or less impossible to redesign our packaging.”

Shmaltz Brewing was founded in 1996 and has its beer made on contract, with Cowan splitting his time between San Francisco and Brooklyn. Production last year reached almost 9,000 barrels. Last year, the company also launched its Coney Island Craft Lagers line, made with what it claims to be the world’s smallest production brewery. Cowan said he purchased a used 7-barrel brewing system last year, but he hasn’t yet decided where to put it.

Cowan has high hopes for Shmaltz’s chances in Texas. The company arrives with four He’Brew and two Coney Island beers. (See photo gallery above for specifics.)

Cowan said the brewery was founded originally to develop his concept of a Jewish celebration beer, but it makes ample use of “shtick” in its advertisements. He said he hasn’t gotten any negative blowback from its unorthodox ads and slogans. (One example: “Christ, that’s good beer! — God.”) Rather, he said, he gets positive “blow forward.”

Regardless, Cowan says, Shmaltz beers are for more than just bar mitzvahs. Anyone who likes Mel Brooks movies or Beastie Boys music will likely appreciate the He’Brew attitude as well.

But Shmaltz offers more than novelty. The brewery boasts that it took 11 gold and silver medals at the World Beer Championships last year. And longtime Beer, TX reader Craig Stichtenoth was quick to point out on the Beer, TX Facebook page that “Messiah Brown Ale and Genesis Ale are very solid beers from this brewing company.”

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