Shmaltz Brewing. They never seem to run out of ideas for naming, labeling, packaging, and peddling their brews -- almost always with a bit of Yiddish humor thrown in.
The latest venture from the makers of "The Chosen Beer" is called "Shtick in a Box." The company describes it as "a holiday variety 12-pack fully packed with delicious He'brew beers and sealed with Shmaltz's renowned signature shtick." It also bears the claim "There's no JUNK in this box!"
The usual definition of "shtick" is a gimmick, a performance style, or an area of activity. Given the fact Shmaltz is a brewery, one supposes the use of the word is OK in this instance.
The collection is three 12-ounce bottles of four different styles: Slingshot American Craft Lager, Hop Manna IPA., Messiah Nut Brown Ale, and Hannukah, Chanukah: Pass The Beer. The names of distributors for the Clifton Park brewery's products are available online.