Tiv Ta’am, in collaboration with the Israeli brewery Jem’s, is launching a special edition beer, called Jem's IDF, as a tribute to IDF soldiers, in time for International Beer Day on August 2.
10% of the profits of the new beer will be donated to help the rehabilitation of IDF soldiers, wounded in the war, in collaboration with the Israel Climbing Association.
The new beer is based on the most popular flavor in Israel, dark lager, with 5% alcohol. The beer is light and balanced, with a taste accessible to the Israeli audience. The beer is made from natural ingredients, not pasteurized, and without preservatives.
The beer will be sold for NIS 15.90 a bottle.
Daniel Alon, CEO of Jem’s: "We are very excited to launch this special beer, which also expresses our appreciation for the soldiers of the IDF and the security forces, and also our way of making the world of Israeli craft beers accessible to the general public. Jem’s IDF is a lager in the popular style in Israel, easy to drink and very balanced in flavors, so it will be very suitable for Israeli beer lovers."
Tiv Ta’am, which has a rich wine, beer, and alcohol department and offers over 500 types of beers from Israel and the world, will celebrate in August with new launches of beers and complementary products, events, discounts, and special offers.
According to Yossi Shalev, Tiv Ta’am's VP of Trade: "Tiv Ta’am operates large alcohol departments in the chain's large branches, which includes a huge variety of wines, alcohol products, and beer, with the chain marketing more than 500 different beer products in all types of packaging and sizes.
International Beer Day was founded in 2007 in Santa Cruz, California, and since then has turned from a small local event in the western United States into a global celebration. The purpose of Beer Day is to gather with friends and enjoy the taste of beer, to celebrate and rejoice together with the people involved in brewing and serving the beer.
Also, the intention is to use beer to unite the world, by celebrating together all the beers of all nations on one day. The popularity of International Beer Day stems, among other things, from drinking new beers from all over the world and special launches.
The beer market in Israel is estimated at 1.3 million HL. About 85% of the beer market is lager, a light and balanced beer with 5% alcohol.
This article was written in cooperation with Tiv Ta’am