“WE WOULD DRIVE ALL OVER THE COUNTRY AND BRING TUBI 60 TO WHOEVER WANTED IT. SLOWLY, PEOPLE STARTED ASKING THEIR FAVORITE BARS TO GET THEM TUBI”
THE TUBI 60 STORY
Tubi 60 was invented and developed in 2012 by two brothers, Hilal and Yanai Tubi in Haifa, Israel. Like many others, they started out in their parent’s apartment. After a two-year development process, began introducing Tubi 60 to people in bars, clubs, and dance events.
TUBI STORY – THE CREATION
The idea triggering the development of Tubi 60 emerged from an aspiration to create a spirit that was superior to the rest. Superior in quality of ingredients, taste, effect, and versatility. The brother’s realization that much of what stocks spirit shelves today is produced to engineer profit – not quality. It was clear that it was time for a change. This change came in the form of a long process of research and development. It involved collaborations with scientists, botanists, and food specialists. Together with these experts, the brothers formulated the recipe and process for Tubi 60, staying true to their aim of creating a spirit with a smooth yet complex taste and a superior positive feel.
TUBI 60’S GROWTH
In 2013 the brothers completed all of the approvals and licenses required by the Health Standards Board of Israel. Soon after, they moved into their first distillery in Haifa. A short while after Tubi was introduced, word about the new, magical, and innovative drink began spreading across Israel by word of mouth. Many people who tried Tubi for the first time wanted to let everyone know about it.
By mid-2014, the demand rose so much and so fast it outpaced their ability to produce enough from their small distillery. In 2015 the brothers moved the to a new, bigger, state of the art distillery in Haifa where Tubi 60 is produced today.
Tubi 60 has grown extremely quickly, largely by word of mouth advertising and the loyalty of many fans. Our entry into the bars and clubs that stock Tubi has largely come from people. People were requesting bars to serve Tubi, which is very rare for new spirits!. We are eternally grateful to have been able to reach an audience who cares so deeply about our product. Tubi is as much theirs as it is ours.
By the end of 2016, Tubi 60 had laid the framework to make its first international steps. By early 2017, export began to the USA, Hungary, and Norway. This summer, Tubi is expected to reach Germany as there is a growing demand for Tubi 60 in Berlin and other cities.
TUBI 60 IN THE USA
The first shipment of Tubi abroad landed in Texas in February 2017. It took less than 15 days for Spec’s – the leading chain liquor store in Texas to stock it on their shelves – record time. Within a few short months you could find Tubi in store shelves all over the state of Texas. Tubi was enthusiastically received by the cocktail bar scene in Austin and San Antonio. You can now find Tubi on cocktail menus from Austin to San Antonio, with the best bartenders in each city showcasing how versatile Tubi is.
New York is full of dedicated Tubi fans who were awaiting its arrival to the US. Thanks to them, some stores in New York that stock Tubi are selling 4-5 cases a week!
Tubi went west in July, expanding to California where the first shop that stocked Tubi sold 13 boxes on the first week. All the other stores sold out immediately and we’re currently expanding our availability in San Diego, Los Angeles, San Francisco and beyond!
Our top priority is to make sure any Tubi fan that wants Tubi can get it within a few minute’s drive. So, If you want to have Tubi at your favorite bar or liquor store, just tell them to contact us and we’ll take care of it.