Way back in 1996, if someone had told you that Hebrew, a kosher beer would still be going strong a decade later, they might have said you were having a laugh.
Well, Jeremy Cowan has been having a laugh with his Shmaltz Brewing Company and the Hebrew beer it makes.
"This is a beer to celebrate the Jewish community," says Cowan. "The product is primarily for the Jewish community, but the beer's humor is appealing to lots of people."
And with 2006 also marking the 40th anniversary of the death of Jewish comic Lenny Bruce, Cowan is riding high with a beer just released under The Tribute to Jewish Stars.
Its latest creation is brewed in New York, birthplace to Bruce himself.
Marketing is key to Cowan who has associated the beer with urban Jewish cultural events across the States.
While it has been sold across America, future plans include getting it across the Atlantic.
For more information: www.shmaltz.com/