A Palestinian-Swedish soda company has seen an immediate surge in popularity for being an alternative to Coca-Cola and Pepsi amid consumer boycotts of the US brands over perceived connections to Israel. Palestine Drinks recently disclosed to the UAE’s The National newspaper that it is struggling to meet demands as some European restaurants and eateries opt out of American-owned market leaders. Within nearly two months, sales have hit four million cans.
Brothers Hussein, Mohammed, and Ahmad Hassoun, entrepreneurs of Palestinian heritage from Malmo, Sweden, made the decision six months ago to create an alternative to Pepsi and Coca-Cola. Their brand quickly gained millions of social media views and attracted global interest from companies seeking to carry their brand.
The eye-catching cans highlight the Palestinian symbols like the olive branches and the keffiyeh pattern, alongside the motto “liberty for everyone,” which emphasises the founders’ belief that irrespective of ethnicity and religion, everyone deserves freedom.
Although demand from the Middle East has been strong, releasing Palestine Drinks in the region has faced hurdles.
“We are working on that (Middle East) project. It’s a little bit difficult because we have to make the can in Arabic and we have to make the regulations in Arabic, and all the various details, but let’s say three to four months hopefully,” one of the founders said to The National.
But in spite of this local hiccup, Palestine Drinks has garnered global interest, with 100 companies expressing interest in becoming distributors across Australia, Asia, Canada, the US, North Africa, the Middle East, and Europe.
At the moment, Palestine Drinks only produces cola, but they aim to have their range of products “available at every restaurant, and every supermarket or convenience store in all of Europe”, and are even working a sugar-free product, alongside orange, lemon, and energy drinks. All profits from Palestine Drinks is dedicated to charitable organisations operating in Gaza and The West Bank through the Safad Foundation, which is registered with Swedish authorities.