Brothers and Sisters, the Church of Beer has a special guest, Zak Davis from Shmaltz Brewing.
Zak, thank you for being with us today, can you tell us what you do for Shmaltz Brewing?
I’m the Western Regional Sales and Marketing Manager. I work on developing our brand between California, Colorado, Oregon, Washington, and Arizona.
Why is Shmaltz beer so great?
The question of the hour. There are a lot of really great things about Shmaltz Brewing Company. We’re a tiny brewery, with seven employees across the country, pushing one brand of beer with a double-fisting Rabbi on the label and another with a tattooed Freak Face. The marketing is fun and exciting and draws people in, and then the beers are well thought out and well executed, and keep people interested. We’re not brewing specifically to any style, so the majority of our beers are unique, and a fun change for the people drinking them. I doubt that we’re ever going to be a huge operation, and I think that that gives us the opportunity to really get out there and connect with our retailers and other customers on a more personal level. We’re all about, one case at a time, one person at a time, and over the past few years, we’ve really seen that pay off.
How long have you worked for Shmaltz?
I was hired in September 2007, so I just passed my two-year mark with the company.
What is your favorite part about working for Shmaltz Brewing?
Honestly, I love every element of my job. Because we’re a small company, all of the employees wear many different hats, and it’s given me the opportunity to experience many sides of the industry. Definitely doesn’t get boring. I have very close contact with the owner/proprietor, Jeremy Cowan, who, over the past two years has become one of my best friends. The other 6 full-time staff members around the country are amazing. I love the feeling of knowing that the work that I am putting into this company is actually making a difference. The beers are delicious and exciting. The branding is incredibly fun. And I really enjoy working with my wholesalers, retailers, customers, and watching the buzz grow.
What is your favorite Shmaltz beer?
That is always a very difficult question because the styles differ so much between our 11 beers. I think that my favorite go-to beer of ours is the Messiah Bold, a really nice, full-flavored, nut brown ale. The Coney Island Albino Python is perfect for a hot day. It’s a white lager (the only one in America) brewed with sweet orange peel, ginger, and crushed fennel seed. And if I’m looking to be a little more adventurous, I generally go to Bittersweet Lenny’s R.I.P.A. A Double IPA that’s brewed with 20% rye malt and has 10% alcohol content. That being said, I really think that the entire line is incredibly solid. A specific beer might not fit someone’s individual taste, and that’s fine, but there’s always something that we can find that someone can get behind.
Shmaltz Brewing has a strong labeling concept. How was the iconic Coney Island face developed?
The Coney Island Craft Lager brand came around as a result of the HE’BREW Bittersweet Lenny’s R.I.P.A. We were approached by Coney Island USA, the non-profit arts organization that runs and supports the Coney Island Circus Sideshow in New York, who asked us if we’d be interested in doing this project with them. The Coney Island Craft Lager™ brand is a partial fundraiser for that organization. The Freak Face logo was inspired by the old steeplechase-era Tilly Face, which was is the most recognized icon of Coney Island. Using the Tilly Face as the foundation, we asked a friend of ours, Dave Wallin, who is a great tattoo artist in Brooklyn to reinterpret the logo; keeping it recognizable and reflecting Coney Island’s history and culture while also moving it forward to reflect Coney Island’s progress and modernity. The tattoo on the Freak Face was inspired by one that is on the face of Insectivora, one of the Coney Island Circus Sideshow performers.
Where do you see Shmaltz going in the future?
Over the last 5 years, Shmaltz Brewing Company has grown over 1000%. We’re still a very small company, but right now, we’re trying to increase our distribution and brand recognition across the country. We’ve been getting some great press and have participated in events with, and our beers have been reviewed next to some of the best and most successful craft breweries in the country. I think that we want to continue that trajectory as we continue to increase our size and production. Eventually, we’re aiming to have physical locations in California and in New York for people to come enjoy our beers and the culture that we’re trying to create.
One last question, how did you hear about the Church of Beer?
Like I said earlier, the way that we see growth is one case at a time, and one person at a time. Because we don’t advertise, and because our beers aren’t on every shelf yet, it’s really important for us to be in touch with the people that are, not only supporting our brand, but are also telling other people about us. The internet and blogs have been crucial in getting the brand out into the universe. I do what I can to keep up with all of the places that we pop up on the internet, and I generally try to leave a comment and a thank you for the people who are taking the time to buy our beers and then write about them. That’s how I came across the Church of Beer. We really do appreciate all of the support that we get from bloggers, and, we’ve found that by putting out just a little effort, we’re able to really connect with the people who are doing the most to help spread the word. So again, thanks so much for picking up our beers, writing about them, and especially for supporting them and telling the world.
