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What: The Jersey Shore—long the domain of Miller and Coors, where Sam Adams is often the only craft beer you’ll find—finally has its own brew: Beach Haus Classic American Pilsner, launched last summer by the new East Coast Beer Co. Though the beer is currently contract-brewed by High Falls Brewing Co. in Rochester, NY, the Point Pleasant-based East Coast Beer is 100% Jersey Shore, founded in 2007 by two local longtime buddies. The brewery currently offers three beers: a pilsner, a black lager, and an American amber. There’s the company’s flagship, Beach Haus, a golden pilsner (termed “pre-Prohibition style” for its use of all-American ingredients, including Mt. Hood hops) that’s smooth and full-bodied, light but flavorful, and ideal for post-beach quaffing—a terrific hand-crafted alternative to the mass-produced muck so common around here. For the cooler months, there’s Winter Rental, a malty, hearty black lager. And for anytime in between, the new-in-2012 Kick Back Ale is a moderately hoppy, malty, caramelly ale.

Where: We photographed a bottle of Beach Haus from Spirits Unlimited (multiple locations including 3200 Rte. 88/Lakewood Rd. at Bridge Ave., map) in Point Pleasant, but we’ve also thrown back more than a few drafts ($4.50) at River Rock (1600 Rte. 70), along the Manasquan River in Brick.

When: River Rock is open daily, noon-2am (till 3am on Sat).

Alternatively: Other area bars carrying Beach Haus and/or Winter Rental include Frankie’s Bar & Grill (414 Richmond Ave., map) and 709 Point Beach (709 Arnold Ave., map), both in Point Pleasant Beach.

Good to know: The Shore area also has two Italian grill-cum-brewpubs offering a variety of handcrafted beers: Basil T’s (183 Riverside Ave., map), near the Navesink River in Red Bank, and Artisan’s (1171 Hooper Ave., map) in Toms River, across the bridge from Seaside Heights. Both places have a somewhat stuffy, Olive Garden feel—and the beers are nothing extraordinary—but if you’re in the area and want something different, they’re good spots to get a sampler and try some new brews.