He-Brew

New York: A company that started out as a joke celebrates 10 years in business.

Founder Jeremy Cowan says that starting out, he and his friends just thought it would be fun for Jews to have their own beer and brewed up something called "He-Brew". Ten years later, with two million bottles sold, it's not a joke anymore.

Cowan says he likes the beer, but wouldn't want to abandon the inside joke that started it all, the punch line being "don't pass out, pass over."