When You Want To Be The Freakiest, Only The Freakiest Will Do

Joe Sitt will have a hard time rebranding Coney Island if someone beats him to it:

The Shmaltz Brewing Company, maker of “He’Brew, the Chosen Beer,” last week released Coney Island Lager, the first of a side-show-inspired series of beers.

The logo, designed by Brooklyn-based tattoo artist Dave Wallin, features a tattooed and pierced version of the iconic Steeplechase smiling-face surrounded by slogans such as “Freak’s Favorite Beer” and “Alive.” The beer will be brewed in Brooklyn and profits will go to Coney Island USA, a nonprofit arts group that runs the sideshow and the annual Mermaid Parade.

Jeremy Cowan, the owner of Shmaltz, was approached by Coney Island USA with the idea shortly after his company put out beer commemorating the 40th anniversary of the death of Lenny Bruce.

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Shmaltz plans to roll out Coney Island Lager over the next month.

“Coney Island Lager is already the freakiest new beer in the world,” said Dick Zigun, the head of Coney Island USA. “When we expand our Freak Bar, it will be featured as our bar’s house brand.”