two jews walk into a bar

Thanks to Erin Zimmer at Serious Eats for bringing He'Brew Beer to my attention. I have no idea if it tastes any good (I will find out tomorrow when I hunt it down at Whole Foods or one of the other sellers in DC), but I managed to get a laugh or two out of their web site. Great video schtick (although I wish I could embed it . . .), great merchandise, and they're giving love -- and real estate -- to their fans.

This is a beautiful thing. Appeal to the exclusivity of a group of folks -- myself included -- who call themselves the "chosen" ones and you have a fan brand that cannot fail.