TUBI 60 GOING GLOBAL. HOW IT ALL STARTED?
The place where this unusual alcohol started, Haifa is clearly Tubi 60 territory. But seven years on, while this original Israeli liquor might have come up small, with profit the last thing on its agenda, it’s now poised to make it big around the globe.
Miracle drink? Secret ingredient? Hangover-free? The founder of Israel’s most talked-about drink sat down with ‘Metro’ and put the rumors to rest. When the Eagles of Death Metal stormed the stage at Barby Club last September, the first thing frontman Jesse Hughes said was “L’haim!” as he lifted a bottle of foggy lemony liqueur and saluted the crowd.
Made with some 60 herbs and fruit essences, the 80-proof elixir is making its way from the Jerusalem bar scene to markets overseas. While this honey-colored libation first became popular with the twentysomething crowd, it’s now going mainstream and will soon be found on liquor shelves in Texas, Brooklyn, Oslo and Berlin.
Mr. Tubi reveals the truth behind his mysterious beverage and its subculture. The bottle is Tubi 60, an Israeli spirit made in the bay city of Haifa. It seemingly came out of nowhere, and took the Tel Aviv party scene by storm back in 2013.
What the heck is Tubi 60? Good question. And honestly, I’m not 100% sure. It’s a new drink that has exploded in popularity in its home country of Israel, where it was created by two brothers in 2013 in the city of Haifa.
A new spirit out of Israel, known as Tubi 60, seems to be gaining traction in the US. Made with high-quality ingredients, including citrus elements, herbs, spices, flower, and tree extracts, the alcoholic beverage is specifically formulated to provide an uplifting and positive effect.
Meet Tubi 60, Israel’s best unkept secret you’ve probably never heard of. A cult favorite among those who have been to Israel. The mysterious liquor is an entity unto its own, a cloudy, yellow beverage with a citrusy bite and herbal undertones.
Tel Aviv is hooked on it: a cloudy liquor originating from the northern city of Haifa. Despite being widely sold in bars and spawning its own appreciation group, nobody really knows what ingredients it contains.
Tubi 60 (pronounced Too-be) is a citrus based spirit beverage and is 40% alcohol in volume. It consists of all-natural ingredients and is vegan-friendly. The drink has been developed and produced in Israel utilizing its local herbs, fruits and spices. It stands alone in its category; it is an elixir with a unique color and flavor.
Though it rose to popularity last year, Tubi 60 was actually invented in 2012 by two brothers who wanted a drink that tasted good, was extra smooth, and would give consumers a happy buzz. The bottle quite discreetly states that it’s made from high-quality alcohol, lemon juice, and spices.
We recently came across a local Israeli brew that almost knocked our socks off – Tubi 60 is its name, and yes, hang on to your socks baby!
From day one, Tubi 60, the story behind it and the hype around it, attracted the attention of the press and the media. As it swept across Israel and made its way to the USA and Europe, more than a few reports about Tubi and interviews with the people making it were published in leading newspapers and media outlets.
If you are a working in the media and want to book interview or get more information about Tubi, please contact us here:
