Joke Beer Celebrates a Decade in Business
From the Associated Press
September 18, 2006 (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."
The tiny San Francisco-based brew, which depends almost as much on schtick as it does on brewing expertise, is celebrating its anniversary with several new beers. They include a rye-flavored tribute to the late comedian and free-speech icon, Lenny Bruce.