Joke Beer Celebrates 10 Years in Business,
Laughing All the Way to the Bank
09-17-2006 10:38 AM

SAN FRANCISCO --  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 they 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 California-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.

... Cataholic:  Can't stop bringing cats home.