New Brew comes to the Jersey Shore
This June, a new beer will effectively revolutionize the way your mouth feels about the Jersey Shore. Newcomer to the craft brewing industry East Coast Brewing Co. plans to unveil its flagship brew, Beach Haus Classic American Pilsner.
This All-American Pilsner is made from all-American ingredients, and will eventually be available all over America. John Merklin, partner and co-owner of East Coast Brewing, explains, “At this very moment we have distribution partners in two-thirds of [New Jersey]. We absolutely want to distribute out of state. Our hopes are that the folks visiting the Jersey Shore enjoy our product so much (and the good times at the Shore enjoying it) that they will seek our product back at home.” Beach Haus will be available in 12 oz. six-packs and 1/6 bbl kegs initially, but as demand increases, so will the bottling options.
This state-representative beer craze is all the rage, and while many brewers have chosen to create a session or specialty beer to rep their state, Merklin and Brian Ciriaco are going a different route. While the pair was trying to decide on what kind of taste would capture that iconic Jersey Shore, they decided to bring homebrewing legend Tom Przyborowski to the table.
The process of choosing which beer would best rep the Shore was a democratic one: “An interesting fact about Beach Haus is that it is the first Pilsner any of us have ever brewed,” says Merklin, who began homebrewing around the ripe age of 21. “That includes Tom, Brian, and myself. Naturally we are looking to move into more familiar brewing territory, so nobody should be shocked if our next product is some style of ale.” The businessmen have also tossed around the idea for a dark lager, but whatever they ultimately vote on, one thing’s certain: It will be reflective of the brew’s Jersey roots.
“We want to make product that is very meaningful to the local population, but equally appealing to others as well,” Merklin says. “New Jersey is rich in history, full of local traditions and celebrations that are significant in our local identity. There is so much to work with the trouble becomes in deciding exactly what we do work with.”
While the team has approached homebrewers both locally and internationally to assist with the development of their Jersey suds, all of the product recipes were inspired by and developed at the Jersey Shore. Most of the brews will be named for local events, parks or bodies of water in the Jersey area.
New Jersey is not an industry-leader when it comes to beer companies per capita, and this is something that East Coast Brewing intends to change.
“Back in 2007, the New Jersey Brewery map was not very populated, especially along the Jersey Shore” Merklin says. “We really believe that there is a strong consumer appetite for this and the locals want something of their own more than anyone else.”
While the company’s brewery is still in the planning phases of construction, their office is currently located right on Point Pleasant Beach. The team hopes to keep its brewery as green as possible, in keeping with the recent movement to make ale production more environmentally conscious.
So just what makes these guys think they have what it takes to rep the Garden State when MTV seems to be doing a helluva job? History.
“We started the company and idea for the beer way before the release of the TV show,” Merklin says. ”Jersey Shore has an iconic status — a testament to this is the number of times it is referred to in books, songs and yes, even TV shows” — case in point, the popular show of the same name.
They know the Shore better than The Situation, Snookie, and the rest of the gang ever will. And they’re brewing up the beer to prove their point.
Mariah Beckman is a freelance writer and former DRAFTMag.com editorial intern.



















