Who doesn’t remember the rollicking antics of Joey, that lovable dolt from the hit show Friends? Well, I don’t for one. It made it two seasons, and I think I watched about 10 minutes of one episode. When Hollywood has a hit show that has run its course they try to spin off a character or two and create another blockbuster. Problem is for every Frazier there are about 10 Joeys. It is a formula that almost never works. Do you remember That 80s Show? What about that train wreck Jonie loves Chachi? Or Kramer? What about that Hollywood stunner After Mash? You see it is an age old dilemma that the studio’s face. They owned the world and for some reason interest in their product waned and finally they were forced to pull the plug, or as in the case of Friends or Seinfeld the actors got bored and pulled the plug themselves.
Well what about beer? Is there a right time to pull the plug on a beer? In their review of the Bruery’s Black Orchard the guys over at Thank Heaven for beer talked about The Bruery’s decision to stop making this brew that didn’t live up to their high standards. Their review is here. I had a beer this weekend, and maybe its time to pull the plug…
He’Brew Genesis Ale by Shmaltz Brewing might be one of those beers that has run its course. This is He’Brew’s first beer and has a great name, so I understand that there is probably a lot of company history and loyalty wrapped up in this brew. But I also know that Shmaltz makes some truly great beers too. I liked their Lenny’s Bittersweet RIPA very much, and have heard great things about many of their other beers too.
The beer poured a light brown color with amber highlights and about a one finger billowy head. Its nose was mild and was malty with a touch of hops too. The beer itself was medium bodied and had a malty flavor that finished with a touch of bitterness from the hops, but ultimately it was very forgettable. Not that it was bad, but it just didn’t stand out like many of the He’Brews do.
So is it time for Shmaltz to pull the plug on Genesis Ale? I don’t know, that decision will most likely be made based on sales and loyalty to their first brew, but this is what I do know. They make great beers, and the Genesis Ale isn’t one of them. In the end it is quite forgettable. With many great brews like the Lenny’s RIPA, and Jewbelation, Genesis Ale is a Joey.
-Don
Beer & Whiskey Brothers 
Interesting post, Don.
Hard to say if this beer has truly run its course, though, without seeing the sales figures. It could be the beer is still serving a valuable purpose for Schmaltz and new drinkers, by introducing people to flavorful beer that’s beginner-friendly enough to leave something to be desired among the more experienced set.
That is a good point Brad. I’d rather people drink this than any of the macro brews, and you’re right without sales figures it is hard to say, but I know they can and have done better. Just from an outside looking in perspective it is hard to see what Genesis brings to the party.
Pull the plug? Nah.
There’s a difference between a horrible beer and a beer that just isn’t memorable. If all beers were equally memorable, you wouldn’t be able to differentiate them.
I bet you will remember this beer because of its unmemorableness than some of the beers that you remember better. Time will tell.
Also, some unmemorable beers make great go-to beers for regular drinking. Also, I think you’ve raised some questions with your overt Joey imagery use in this post.
OK Scott. First of all, I’m not really sure what beer you are talking about because I forgot. Second, its lack of memorableness doesn’t make it more memorable, that is like saying if something is forgettable you won’t forget it because you said it was forgettable. I would say that given a choice between this beer and Bud I would pick this beer. II’d pick genesis over almost any lager, but that doesn’t mean it is truly their best effort. Finally Joey was the man!
You need Joey to make you know how great the other shows are. True that it’s not the best thing they make. It’s been a while but I remember think the beer was just okay. I think I agree with Scott on this one. It’s not memorable but it’s also not memorably bad. Now I’m thinking of Merle Haggard. It’s not love but it’s not bad.
OK now you have me thinking of Toby Keith. I’m not as good as I once was, but I’m as good once as I ever was! You are right it wasn’t memorably bad. Is a matter of fact it wasn’t bad at all, just not really good. It was OK, and hence you make my point that it is forgettable. If that is where Shmaltz wants to be then bully for them. I just know they have done better, and there is a lot better beer out there than Genesis, so the question is why not try to make it better, or move to something with a more profound flavor profile. They can and have done it, so why keep producing something that is forgettable. Who knows maybe they will forget to make any more.
Point taken, Don. However, some people just aren’t there on their palate. It is an introductory type beer which obviously isn’t something like Jewbilation. For many people, a beer like that would be far too much. The classic issue arises, which is whether to have a normal and a reserve type line-up. Forgettable for those who drink a lot of good but maybe not for the craft fledgling. Going from drinking Coors Light to this beer might indeed be memorable.
Point well taken Michael. I agree that there are those entry beers, and this beer certainly wouldn’t scare anyone off. But I keep coming back to the fact that there really isn’t any real nuance that I can even point to and say that is what craft beer is about. For example, You put up a great post a couple of weeks back about the beers that got you into drinking craft brews, and mine was Sam Adams. None of their fancy stuff, just their Boston Lager, a Lager for pete sake, and I would say that the SA BL has a more profound flavor profile than the Genesis. Certainly the Genesis won’t scare anyone off, but I question its ability to pull anyone in either. That’s my point…I guess…
> Certainly the Genesis won’t scare anyone off, but I question its ability to pull anyone in either.
I wouldn’t be so sure. I recall back in my youth when I thought J.W. Dundee’s Honey Brown was a full-flavored beer. And I liked it – it played a role in inching me toward beer that had flavor in it.
You could say the same thing for the likes of Shiner Bock… it’s rather amazing to think now, but there was a time when brews like this actually seemed to have some taste to them!
Well Brad from the standpoint that it might get people to try other better He’Brew beers I can see your point. Certainly their labels are very distinctive, so if someone had a Genesis and liked it, that person might be inclined to try other beers in the line. This is a very good point. I guess I just jumped in a little quicker than most. I began with Sam Adams Boston Lager and moved quickly into much bigger brews. Maybe others need to put their big toe in forst and wade into flavor slower than I did.
I just received my latest batch of brews from The Beer of the Month Club and each beer is forgettable, but not bad (and NOT Saranac, thank god!).
I have come to the conclusion that the beers the club is sending aren’t for the jaded or overly-experienced beer drinker, but for people coming into the craft beer fold. They are all solid little beers, but nothing that’ll blow your mind, which is probably good, because we don’t want folks getting scared off at the beginning of their journey into good beer.
I think that’s what Genesis is – the beginning (literally and figuratively, I suppose). It’s a gentle entry into the Schmaltz line of beers. Too gentle for you, Don, but probably not for most. There’s a reason why brewers have two lines- the common stuff and the “good” stuff – because the common stuff sells. I bet they move more Genesis than anything else.
You’re probably right Jim. I’m thinking they probably do move a lot of genesis where they sell it in six packs. I could see picking some up for parties etc. It won’t offend, even the bud drinkers in the crowd will sip on one. So in that respect I’m sure you are correct it is a jumping off point.
BTW, I love the three pictures of Joey on the DVD box – it really show’s the actor’s range. There are three pictures and only two different facial expressions. And you wonder why such a character couldn’t carry a series…
Actually there are four pictures of him on the box and three of them are the exact same expression. Wow, now that is depth!
Don is just harsh. Needs to watch some more Joey reruns.
What is that Scott? See..I told you..Out of Balance and Sticky! I was right!
Hey guys. This is Zak Davis from Shmaltz Brewing Company. At first I was a little bummed that of all the beers in the universe, Genesis Ale was the one to make the Forgettable list. BUT THEN I read the whole review, and turns out it wasn’t actually that bad. I can certainly understand where you’re coming from. Genesis Ale (and Messiah Bold as well) actually serve a very important purpose for our company. Aside from being ‘Our Frist Creation’ and having some serious sentimental attachment, for a long time it was also one of the few “session beers” that we brewed. Lenny’s R.I.P.A. is a ridiculous beer as well as Jewbelation and some of our other biggies, but not everyone can handle those, so it’s important for us to have some lighter options that someone can just pick up and drink. Genesis Ale and Messiah Bold make up about 30% of our sales volume, which is pretty significant considering we’ve got about a dozen beers these days between the HE’BREW and Coney Island Craft Lager brands.
Anyhow, although Genesis isn’t your favorite, we definitely appreciate your support of the brand and for the rest of our offbeat brews. We’ll continue to pump those out and I’ll look forward to seeing your thoughts. L’Chaim!! ~Zak
Good morning Zak. I was wondering when you might stop by. I was actually quite impressed at how vehemently people supported Genesis in the comments. It has changed my opinion on the place for Genesis in your lineup. People made me understand in no uncertain circumstances that Genesis was an important beer. That it will help to bring more people to craft beer and that it gives people an important choice. While I might have thought it was forgettable, I am sure I will never forget it now because of all the comments in support of it. Thanks for checking in Zak.
I know it took me a couple days to jump in. Just finished SF Beer Week last week and have fallen behind on my blog trolling. Honestly, it was really nice to see all of the Shmaltz advocates that responded. Thanks all! As a teeny tiny company, it’s very exciting to see our brand recognition and reputation growing. We’ve been working our assess off for a long time to see that. I’m glad that our humble beginnings could bring about such a conversation. Cheers again! ~Zak