Shmaltz Brewing Company's variety 12-pack for the holidays. Courtesy of Shmaltz Brewing Company.
Shmaltz Brewing Company’s variety 12-pack for the holidays. (Photo courtesy Shmaltz Brewing Co.)

(Press Release) 

CLIFTON PARK, N.Y.— Shmaltz Brewing Company presents SHTICK IN A BOX, a holiday variety 12-pack fully packed with delicious He’brew® beers and sealed with Shmaltz’s renowned signature shtick. SHTICK IN A BOX will be available beginning October 1, 2015 at retail stores in more than 35 markets through Shmaltz’s extensive distribution network.

Open the top and take a look inside, There’s no JUNK in this box! SHTICK IN A BOX features three 12 oz. bottles of four different styles from the microbrewery’s award-winning portfolio. Shmaltz’s tribute to the little guy and affable underdog, Slingshot American Craft Lager® is guaranteed to hit the craft beer bulls eye every time. Hop Manna IPA® is the answer to hop heads’ prayers for a delicious IPA bearing floral and citrus flavors. Messiah Nut Brown Ale® is the brown ale you’ve been waiting for with a complex yet smooth blend of bold dark malts revealing hints of chocolate, coffee and toffee paired with a lovely hop character. For this year’s Chanukah 2015, candles won’t be the only thing getting lit. Shmaltz releases Hannukah, Chanukah: Pass The Beer®, a Dark Ale brewed with 8 malts, 8 hops and 8% ABV in homage of those 8 crazy nights.

SHTICK IN A BOX is a seductive gift box sure to delight craft beer fans far and wide. It doesn’t matter if you celebrate Chanukah, Christmas, Kwanzaa or just like drinking great beer, this special package is sure to add cheer throughout the holiday season.

Shmaltz Brewing wants to see your shtick with a #ShtickPic!
Shmaltz Brewing invites fans to show off their own shtick on Twitter, Instagram and Facebook using the hastag #Shtickpic. Just follow these easy steps. Step 1. Get a SHTICK IN A BOX Variety Pack. Step 2. Crack open a He’brew Beer (or twelve). Step 3. Snap a picture or video exposing original shtick alongside your very own He’brew® beer and SHTICK IN A BOX. And that’s the way you do it!

To find a Shmaltz wholesaler in a city near you, please visit

About Shmaltz Brewing Company
Ranked in 2013 as one of the “Top 100 Brewers in the World” by, Shmaltz won 9 Gold and 5 Silver Medals in the World Beer Championships in 2012. A recipient of the “Distinguished Business Award” by the Brooklyn Chamber of Commerce, Shmaltz was also included in the “Top 50 Fastest Growing Bay Area Companies” by San Francisco Business Times.

Founder and owner Jeremy Cowan established the company in San Francisco in 1996 with the first 100 cases of He’brew Beer® hand bottled and delivered throughout the Bay Area in his Grandmother’s Volvo. He’brew® now sells across 35 states, through 40 wholesalers and nearly 5,000 retailers. In 2007, Shmaltz released a new line of craft brewed lagers under the Coney Island® banner. The Coney Island brand was recently acquired by Alchemy and Science, a craft beer incubator, owned by Boston Beer (Sam Adams).

After 17 years of being an outspoken cheerleader for contract brewing, Shmaltz recently broke with tradition and opened its own New York State production brewery in Clifton Park, NY, 10 minutes north of Albany’s capital district. Shmaltz’s new home boasts a 50-barrel brewhouse with 20,000 barrels of annual capacity. The new brewery packages 12 and 22 ounce bottles and kegs of their diverse core and seasonal favorites, and hosts fans and beer tourists in their new tasting room for tours, barrel-aged previews, and special releases.

In 2010/11, Cowan published his small business memoir, Craft Beer Bar Mitzvah: How It Took 13 Years, Extreme Jewish Brewing, and Circus Sideshow Freaks to Make Shmaltz Brewing Company an International Success. A free sampling of Chapter One and suggested beer pairings, can be viewed at In 2012, Cowan spearheaded the creation of the non-profit New York City Brewers Guild (which manages NYC Beer Week) and served as its Founding President.

Cowan also has presented at the 2013 Craft Brewers Conference, as well as previous Great American Beer Festivals, BevNet’s Brewbound conference, Beer Advocate’s Extreme Beer Festival, the Atlanta and the St. Louis Jewish Book Fairs, and the San Francisco and New York Jewish Museums.

Shmaltz Brewing beers have appeared in such distinguished media outlets as The New York Times, CNN Headline News, Beer Advocate Magazine, NPR’s “Weekend Edition,” USA Today, Fox Business News, Men’s Health, San Francisco Chronicle, The Jerusalem Report, New York Jewish Week, and Washington Post.

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