period they began packaging Genesis Ale and Messiah Nut Brown Ale in six-packs. Genesis 10:10 was their 10th-anniversary brew, fermented with pomegranate juice resembling Cowan's original brew. In 2004, Shmaltz launched the limited seasonal Jewbelation line. Each yearly edition uses the same number of malts, hops, and alcohol-by-volume value as the number of years the company has been brewing. In 2006, Shmaltz Brewing marked its 10th anniversary with the release of its Origin Pomegranate Strong Ale along with its Genesis 10:10 beer, whose multiple-malt formula also includes pomegranates (pomegranates symbolizing righteousness in the Jewish tradition). In the same year, the company debuted Bittersweet Lenny's R.I.P.A., a rye double IPA dedicated to Lenny Bruce, as the first in a series of "Tributes to Jewish Stars." It won a silver medal at the Great American Beer Festival. In 2007, Shmaltz released a new line of craft-brewed lagers under the Coney Island Craft Lagers banner in collaboration with the arts nonprofit Coney Island USA, which works toward the cultural and economic revitalization of the Coney Island neighborhood of Brooklyn in New York City. A portion of the proceeds went to the organization. 2008–2012: Brooklyn, Coney Island Craft Lager, Founder's Memoir Shmaltz operated the Coney Island Brewing Company's brewery, the smallest commercial brewery by volume in the world, at Coney Island seasonally. In 2010, the Coney Island brand was awarded "Best Craft Brewer" and "Best in Show" at Beverage World Magazine's BevStar Awards for product quality, brand marketing, and overall creativity in "pushing the limits of lager". The brewery's 2011 ribbon cutting was attended by Brooklyn Borough President Marty Markowitz and Brooklyn Chamber of Commerce President Carl Hum. Shmaltz also received a "Distinguished Business Award" from the Brooklyn Chamber of Commerce. In 2010, Malt Shop Publishing released Cowan's memoir, Craft Beer Bar Mitzvah, recounting his Northern California upbringing and chronicling the evolution of He'Brew Beer from a joke among friends to a nationally distributed craft beer brand. In addition to a book tour, Cowan made many other appearances during this period, including as a panelist and keynote speaker at the Craft Brewers Conference and presentations at the Great American Beer Festival. In 2011, Shmaltz began an annual partnership with Terrapin Beer Company on their annual Reunion Ale to raise funds and awareness on behalf of the Institute for Myeloma and Bone Cancer Research (IMBCR). Hop Manna IPA, the first IPA in the He'Brew line,