Growing up in New Jersey, it wasn’t weird to ask folks what exit they were off of. It was only after moving away from the Garden State that I realized that was just a Jersey thing. However, every now and the, I feel a little nostalgic and want a piece of home. Its always difficult to find Taylor Ham or to grab a cheesesteak from the Midway – that has all changed with Flying Fish Beer’s Exit Series.
The Cherry-Hill based microbrewery’s new line will pay homage to the New Jersey Turnpike’s exits with this new series of beers.
There’s nothing inspirational about the clogged stretch of highway known as the New Jersey Turnpike. But don’t tell that to the Jersey natives at the Flying Fish Brewing Co. They’ve just embarked on a symbolic road trip to brew a unique beer for every exit on the turnpike.
Brewery founder Gene Muller says he was tired of going to beer conferences and having everyone make the same joke when they found out he was from Jersey: What exit are you from?
His response came in alcoholic form. Exit 4 is the location of the brewery and the first beer in the company’s exit series. The exit itself is a trash-strewn stretch of pavement populated with chain restaurants and cheap motels. Exit 4, the beer, is an American-style Belgian trippel with notes of banana and cloves and a nice bitter finish. Just like the turnpike itself.
It’s a good gimmick, but Flying Fish has vowed to come up with a different brew for each exit. It’s not easy.
“At first, we were going to have the alcohol level match the exit,” Muller says. “But Exit 1, 2 and 3 people really wouldn’t be interested in. And Exit 17 and 18, you’d probably start to get in trouble.”
While the beers sound tasty, they have some detractors at MADD and the NJ Turnpike Authority say they promote drinking and driving
Joe Orlando, a spokesman for the New Jersey Turnpike Authority, said it’s a bad idea to associate a highway with alcohol. Flying Fish has answered the authority’s concerns with disclaimers that the beer isn’t endorsed by the authority.
“There’s been a brokered peace here,” Orlando said. “But don’t expect to see it in any of our rest areas.”
That doesn’t satisfy Mindy Lazar, executive director of New Jersey’s chapter of Mothers Against Drunk Driving. “The combination of a roadway and advertising for any kind of a beer doesn’t make any kind of sense,” she said. “This is almost a mockery.”
While I see the benefit of airing these concerns, they are just truly foolish. Does Rocky Mountain Waters imply that Coors is good rafting fuel or Bud sponsoring NASCAR good for drinking and driving? No, but both are not little companies either where these organizations can take swipes.
On my trip home this weekend, I will try to pick some up and let you know if it tastes as good as my other favorites from home.
And if for any stretch of the imagination you were wondering what my exit is:
