We're Selling Dreams Here
Los Angeles Times
Packaging is important we know that in LA. HE'BREW Beer is heavy on shtick: It's "The Chosen Beer" boasts the label and in fine print, "Exile never tasted so good." But Shmaltz Enterprises insists that it's serious beer. It's a strongly malty brew, bottled for Shmaltz by the respected Anderson Valley Brewing Company.