He'Brew: the six-star beer

Add to our list of strange beer names the following: He’Brew, which is celebrating its 10th anniversary. (Yes, it’s kosher.) While many of these microbrews are merely an excuse for cheeky marketing gimmicks, a close examination of the bottle of He’Brew Messiah Bold that we partook of the other night showed that this, well, promotional shtick was quite well thought out. There’s the tagline: "It’s the beer you’ve been waiting for," the list of places where the brewer, Shmaltz Brewing Company, does business (San Francisco, New York, Beyond), and the fine print, which involved much talk of plowshares. We’ll try not to take it as a sign of our intense secularism that when we streamed the QuickTime ad, it caused Firefox to crashtwice.