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Monday, September 19, 2011

Shmaltz Brewing Company

As a collector of beer bottles, I like it when brewers do a little extra for their labels.  Some labels are artful, others are clever, a few are intellectually engaging, and some use humor.  The label is an important part of marketing the beer.  I recently came across a set of beers brewed by the Shmatlz Brewing Company that are marketed with a Coney Island theme.  The labels featured a guy hammering a nail into his nose, a circus freak, a lady showing cleavage and gleefully swallowing a sword, and a buxom lady with streaked hair lovely holding an albino python whose head is very close to her mouth.  Sex sells, right?  The labels extol the oral sensibilities of the beer, etc.

The labels expand a theme and got me, at least, to give them a try.  As expected they were all mediocre beers, except for the albino python.  This beer was supposed to be a wit-style, which should have high carbonation.  This beer, however, exploded with carbonation.  When I poured it into a glass as carefully as I could, 9/10 of the glass was foam.  Nothing says amateur brewing more than a super over-carbonated beer.  I waited, but the foam just kept building.  I decided to brave the foam and take a sip.  The beer foamed in my mouth.  Now maybe there is some other sexual reference there that I'm not getting, but once you are past the label the beer better deliver something.  Eventually, I did something I rarely do, I poured the foaming mess down the drain.

Lesson learned?  Probably not...



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