metro >> on the cover Young Jews And Booze At some Jewish events, the lure of free drinks attracts a crowd. Robin Schwartz Contributing Writer F or centuries, drinking has had its place in Judaism — from the Kiddush over wine on Shabbat, to the four cups of wine we consume during Passover seders. There's also the custom of toasting l'chaim (to life) with alcohol at joy- ous celebrations. But a new tradition, that's trou- bling to some, involves Jewish young adult events like "Latke Vodka," "Torah on Tap" or bar nights, which prominently feature alcohol. Organizers of those events and other programs for 20- and 30-some- things admit beer or hard liquor is intentionally added to the mix to attract larger crowds. "One of the dirty little secrets of Jewish outreach efforts to young people — particularly to college stu- dents and those in their 20s — is the use of alcohol to entice them:' wrote Gary Rosenblatt, editor and pub- lisher of the New York Jewish Week in a March column. "I am not suggesting that alcohol has no place in Jewish social events for young people of drinking age. But I do worry that it has become too prominent a part of 'the sell; spoken or unspoken, and a cheap replace- ment for imaginative programming and substantive content." Rosenblatt pointed to TribeFest, a March 6-8 gathering at Mandalay Bay Hotel in Las Vegas sponsored by the Jewish Federations of North America, noting, "Participants and observers described how the Vegas setting was a key ingredient in bring- ing some 1,200 participants to the conference, featuring nine open bars each evening." A large Detroit contingent took part in the event. Jewish Federation of Metropolitan Detroit CEO Scott Kaufman of Huntington Woods was even one of the featured speakers. He posted this reply to Rosenblatt's column online: "While Mr. Rosenblatt's main point may well be valid, his overview of TribeFest was not at all what I saw at the con- ference ... the positive energy at TribeFest was far beyond anything I have seen at any Jewish conference. While creating a social atmosphere was key to TribeFest, I did not see anyone acting like they were at a 10 August 25 a. 2011 bachelor party or 'getting hammered, as the Jewish content was clearly the main focus of the entire program." But, the column did get people thinking and talking about alcohol- infused Jewish programming. One anonymous poster shared these thoughts, "In so many bul- letins and on Facebook invitations, I see alcohol as the hook to bring in young people. What kind of fish are they trying to catch? Martini mixers, etc., have their place, but what does this have to do with Judaism? I hope the organizers of these events will rethink their use of alcohol." Torah on Tap Based on the success of local pro- grams like Torah on Tap, it does not appear organizers will rethink the "booze-for-young Jews outreach model;' as Rosenblatt calls it, any- time soon. Torah on Tap, sponsored by Federation's Young Adult Division (YAD), takes place the third Thursday of each month at Dick O'Dow's Irish Pub in Birmingham. Anywhere from 40-85 people gather in a back room for the popular lec- ture/shmooze/discussion session led by Rabbi Leiby Burnham, 32, who is with the Partners in Torah program of Southfield-based Yeshiva Beth Yehudah. He's also a YAD board member and officer. Thanks to an anonymous donor, drinks are on the house. "Our first event, I think we got eight or nine people;' Burnham recalls. He started the program five years ago in an effort to reach young unaffiliated Jews in an informal, non- threatening setting. "When we got a sponsor to cover the cost [making drinks free of charge], that increased participa- tion',' he says. "We're living in cash- strapped times. For young adults to have a good, free, social and educa- tional night out is an amazing thing." Burnham breaks the two-hour program into four 10-15 minute seg- ments. Each segment stands alone, in case someone joins the event in progress. "I try to include a story, a lesson, a message, something everyone in the audience can relate to:' Burnham says. "People really seem to enjoy it. It's gotten an amazing buzz." Jews and Booze on page 12 Emily Pomish of West Bloomfield, Jamie Rubin of Birmingham, Julie Marx of Bloomfield Hills, Jaimee Wine of Ann Arbor and Leah Bold of Royal Oak at Torah on Tap Aviva Abrams of Florida, Nikki Fayne and Mark Berkman, both of Birmingham, raise their glasses — whether cocktails or not — at TribeFest in Las Vegas this spring. Eric and Esther Steinberg, Jon Stone and Jamie Maniloff, all of Birmingham, sample cocktails or soft drinks at last year's YAD Latke Vodka event.