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Historic Beer Birthday: Max Hassel

April 24, 2026 By Jay Brooks Leave a Comment

Today is the birthday of Max Hassel (April 24, 1900-April 12, 1933), who was nicknamed the “Beer Baron of Berks County,” which is where I grew up. That alone, get’s him a mention here, since he has quite the interesting, if short, history in the beer world. He was born in Lithuania, and at age 11 emigrated to the U.S. through New York with his family. By 1920, he was living in Reading, Pennsylvania, where he appears to have entered a life of crime, centering around beer and bootlegging. Here’s a short history, from Go Reading Berks, detailing several notorious local figures.

The Pioneer: Max Hassel (Reign: ~1923–1933)

Reading’s journey into organized crime began in earnest with the opportunities of Prohibition, and no one capitalized on it better than Max Hassel. While others, including a young Abe Minker, were small-time bootleggers, Hassel quickly elevated the game. By 1923, he had become a veritable “beer baron,” amassing a fortune by acquiring interests in breweries along the East Coast.

Hassel’s method was more business than brutality. Known as a “master briber” rather than a violent gangster, he used political corruption and well-paid lawyers to protect his vast enterprise. His influence was so profound that upon his murder by New York mobsters in 1933, an estimated ten thousand mourners flooded the streets of Reading for his funeral—a testament to the city’s complicated acceptance of its vice lords. Hassel’s death marked the end of Prohibition’s reign and created a power vacuum in the local underworld.

After he got started, he quickly focused on beer, which made him a millionaire by the time he was 25 years old. He was apparently trying to go legit after the repeal of Prohibition, and was in talks to buy the Harrison Brewery of Harrison, New Jersey. Unfortunately, he was unable to complete the deal when he was murdered, shot to death, just five days after the Cullen-Harrison Act took effect allowing the sale of 3.2 beer, on April 12, 1933. It is believed he was murdered by New York mobsters. According to one account, “his funeral [was] a massive event in Reading, with an estimated ten thousand mourners, indicating the city’s complex attitude toward its vice figures.” Curiously, he’s buried in cemetery in Shillington, the small town where I lived.

Several people and websites have written more extensive accounts of his career as a bootlegger. To read more about his exploits, check out these from the Berks History Center, by Edward A. Taggert, Brewery Aficionado, Hassel’s Find-a-Grave page, written by Tom Raub, and Go Reading Berks. These accounts also indicate he had links to between one and two dozen breweries in the area.

Taggert even wrote a book about Hassel, entitled “Bootlegger: Max Hassel, The Millionaire Newsboy,” published in 2003.

Filed Under: Beers, Birthdays, Related Pleasures Tagged With: History, Pennsylvania, Prohibition

Beer Birthday: Jeremy Cowan

April 24, 2026 By Jay Brooks 6 Comments

Today is Jeremy Cowan’s 57th birthday. Jeremy founded and owned Shmaltz Brewing, makers of He’Brew. Jeremy is a good friend and we’ve known one another since he first pitched He’Brew to me at BevMo many years ago (which is detailed in Jeremy’s memoir Craft Beer Bar Mitzvah). Jeremy used to split his time between San Francisco and New York, and so I would often see him at beer events somewhat frequently, but less so after he built a brick and mortar brewery in upstate New York. Although that’s now been sold, he’s also a co-owner of Alphabet City Brewing in New York, which keeps him busy, and I haven’t seen him in a while. More recently, he’s moved back to San Francisco, and I just saw him in Philadelphia a few days ago for CBC. Join me in wishing Jeremy a very happy birthday.

Jeremy at CBC in Philly this year at a “Class of ’96” event (breweries founded in 1996) at Barcade.
Jeremy and me at the Craft Brewers Conference in Minneapolis in 2022.
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Jeremy, with City Beer Store owner Craig Wathen at their original location.
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A few years ago at the Toronado for a He’Brew release party. From left: Alec Moss, recently retired from Half Moon Bay Brewing, Pete Slosberg, Jeremy, and Rodger Davis, when he was still with Drake’s Brewing.
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Jeremy with Rich Norgrove, with Bear Republic, at GABF in 2006.
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Me and Jeremy at the Bistro Double IPA Fest in 2009.
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Jeremy shortly after he launched the Shmaltz beers, before all the grey hairs set in. (Thanks to the anonymous source that sent me this photo.)
Ron Silberstein, Rich Norgrove and Jeremy at the Toronado.
Jesse Cutler, Jeremy and two original He’Brew employees along with Zak at Admiral Malting (photo courtesy of Jeremy).

Filed Under: Birthdays, Just For Fun Tagged With: California, New York, San Francisco

Beer In Ads #5228: To Clarify The “Bock Beer Date” Question

April 23, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Thursday’s ad is for Camden Bock Beer, which was published on April 23, 1939. This ad was for the Camden County Beverage Co. of Camden, New Jersey, which was originally founded in 1904. This ad ran in The Camden Courier-Post, of Camden, New Jersey.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, New Jersey

Historic Beer Birthday: Anton Schwartz

April 23, 2026 By Jay Brooks 1 Comment

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Today is the birthday of Anton Schwartz (April 23, 1853-November 6, 1910). He was a German-American brewer who after college began working for breweries when he was only 17 and built a reputation as a great brewmaster. In 1903, he bought a brewery with two partners, brothers Simon E. and Max E. Bernheimer, and they opened the Bernheimer & Schwartz Pilsener Brewing Company.

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Here’s his obituary from Find a Grave:

German brewer, president of Bernheimer & Schwartz Pilsener Brewing Company located at Amsterdam Avenue and West 128th Street in Manhattan, New York County, New York during the late 19th and early 20th Centuries, the heyday of German-American breweries in New York City.

Schwartz graduated from New York City College and soon therafter, in 1870, he was engaged by August Schmid and his Lion Brewery in Manhattan and by 1975 became its Superintendent. By 1903, after gaining a national reputation as a brewmaster, he purchased the John F. Betz Manhattan Brewery with brothers, Simon E. and Max E. Bernheimer. After their deaths, he became sole owner of the brewery.

Anton married Emma Kleiner, daughter of a Cincinnati brewer and sister of Princess Josephine del Drago (formerly Josephine Kleiner Schmid, widow of August Schmid), owner of the Lion Brewery of Manhattan.

Anton Schwartz died of a self-inflicted gunshot wound at 7 a.m. that morning in the family’s third floor apartment located No. 2 West 86th Street in Manhattan (the Central Park View Apartments) over the death of his only son, Adolf, aged 24, who died of spinal meningitis six weeks earlier while he and his wife and daughter were on holiday in Germany. All three learned of his sudden illness and immediately set sail back to New York City, only to arrive less than 24 hours after his death. Adolph was the only son and was being groomed to take over the family brewing business. The death of Adolph threw Schwartz into a melancholia that manifested in his failure to attend to the brewery’s business and, near the end, reclusiveness.

The family is not without similar tragedy as ten years earlier, in 1900, Anton’s mother-in-law, Mary (Mrs. Meinrad) Kleiner, committed suicide by inhaling gas from her bedroom heater by removing the tubing and placing it in her mouth.

Schwartz’s paternal grandfather was Gen. Anton Carl Schwartz, lieutenant in the German Army, who was born in Carlsruhe, Baden. He came to America in 1848 and lived in Springfield, Illinois and was a close friend of Abraham Lincoln. He traveled with Fremont on his expeditions through California, Nicaragua and Central America, suveying the first Nicaraguan Canal. He served as colonel in the Civil War, organizaing Gumbart’s Battery, Second Illinois Light Artillery. Hw was wounded in Shiloh and died a few years later of complications therefrom.

Surviving Anton Schwartz was his wife, Emma Kleiner Schwartz, and his daughter, Emma Josephine Schwartz Ruppert (Mrs. George Ehret Ruppert).

bernheimer-schwartz-framed

Curiously, the building where they built their brewery had originally been built by Yuengling Brewery in 1876. According to Wikipedia, “The Yuengling Brewery opened in this New York City location in 1876, when there was plenty of land to use in this part of Manhattan. The brewery included a stable with room for one hundred horses, a swimming pool, and large lofts for entertaining. David Yuengling’s Brewery enjoyed initial success, and an 1885 article in the New York Times gave the plant a rave review. It was not long, however, before Yuengling’s management decided to consolidate the company in Pennsylvania and sold the Manhattanville site to the Bernheimer & Schwartz Pilsener Brewing Company in 1903.” It fell into disuse during Prohibition, and by the 1940s the buildings used to store furs, and it became known as the Mink Building, the name it still goes by today.

Yuengling-Brewing-Complex

Here’s his obituary from the New York Times:

NYT-schwartz-shoots-himself
bernheimer-schwartz-logo

Filed Under: Birthdays, Just For Fun Tagged With: New York

Beer Birthday: Christian Kazakoff

April 23, 2026 By Jay Brooks 2 Comments

Today is Christian Kazakoff’s 55th birthday. Until a few years ago, and for a long while, Christian was the head brewer at Iron Springs Pub & Brewery in Fairfax, California, and before that brewed at Triple Rock. He’s more recently helped open the Canyon Club Brewery in Moraga. I first got to know Christian when we shared a room for a week in London several years ago to attend the Old Ale Festival at the White Horse on Parson’s Green. Besides being a terrific person, he is also a stellar brewer. Join me in wishing Christian a very happy birthday.

During the photo shoot at Canyon Club for a newspaper article a couple of years ago.
Christian at Fuller’s in London, along with Shaun O’Sullivan from 21st Amendment Brewery and our tour guide Derek Prentice, during a trip to London a few years back.
Mild-mannered Christian Kazakoff becoming Super Brewer
Flying the flag in 2010 at the Celebrator Party at the end of the 2nd SF Beer Week.
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In March, at the Fairfax Beerfest several years ago.

Filed Under: Birthdays Tagged With: California, Northern California

Beer In Ads #5228: We Are Coming On The Run …

April 22, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Wednesday’s ad is for Terre Haute Bock Beer, which was published on April 22, 1899. This ad was for the Terre Haute Brewing Co., of Terre Haute, Indiana and was founded in 1855. This ad ran in The Vincennes Sun Commercial, of Vincennes, Indiana.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Indiana

Beer In Ads #5228: All Together For Newark

April 21, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Tuesday’s ad is for Consumers Bock Beer, which was published on April 21, 1916. This ad was for the Consumers Brewing Co., of Newark, Ohio and was founded in 1897. This ad ran in The Newark Advocate, of Newark, Ohio.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History

Beer Birthday: Steve Parkes

April 21, 2026 By Jay Brooks 6 Comments

american-brewers-guild-wh
Today is the 66th birthday of Steve Parkes. Steve owns and runs the American Brewers Guild, which trains brewers. I’ve known Steve for a number of years now and he’s one of my favorite Brits in the industry. I had the pleasure of writing a profile of him for Beer Advocate magazine a few years ago, from which I learned the following. Steve studied brewing sciences at Heriot-Wyatt University in Edinburgh and worked at several small UK breweries before moving to Maryland to open British Brewing (later known as Oxford Brewing). He then moved to California and created Red Nectar for Humboldt Brewing, which is also where he caught the teaching bug. Eventually buying the ABG school in 1999, several years ago making the leap to running the school full-time. In 2009, Steve was awarded the Russell Schehrer Award for Innovation in Brewing by the Brewers Association at CBC in Boston. Steve said at the time. “It’s gratifying when someone notices what you’re been doing every day. It just feels tremendous, like standing on the shoulder of giants. The willingness to share is the best part of this industry. I love being part of a working community that thinks like that. It makes you a better person.” Join me in wishing Steve a very happy birthday.

Steve with Mitch Steele, Shaun O’Sullivan & me at the Grand Re-Opening of Iron Hill Brewery.
Pete Brown and Steve Parkes
Pete Brown and Steve at the GBBF in 2009.
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Steve at Cantillon in Brussels.
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Enjoying a Rodenbach.
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Words fail me. Happy birthday Steve. [Note: Last three Photos Purloined from Facebook.]

Filed Under: Birthdays Tagged With: Education, UK, Vermont

Beer In Ads #5227: It’s Here! Bock Beer By Bosch

April 20, 2026 By Jay Brooks Leave a Comment

Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Monday’s ad is for Bosch Brewing Bock Beer, which was published on April 20, 1935. This ad was for the Bosch Brewing Co., of Houghton, Michigan and was founded in 1857 by William Ault. This ad ran in The Escanaba Daily Press, of Escanaba, Michigan.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Michigan

Beer Birthday: Drew Beechum

April 20, 2026 By Jay Brooks 3 Comments

maltose-falcons
Today is the 51st birthday of Drew Beechum, who’s a past president of the Maltose Falcons homebrewing club and its current webmeister. He’s also the author of The Everything Homebrewing Book: All you need to brew the best beer at home! and wrote a regular column for Beer Advocate magazine. Join me in wishing Drew a very happy birthday.

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Drew’s Facebook Profile picture.
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Drew at 21st Amendment.
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Drew in a Jayne hat — from Firefly — with his wife, Aymee. (NOTE: All photos purloined from Facebook.)

Filed Under: Birthdays Tagged With: California, Homebrewing, Southern California

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