Meet the Hassoun brothers, the creators behind Palestine Drinks, which soared to a sellout of a million cans in just one week. In an exclusive interview, Communicate spoke to Mohamed Kiswani, PR Manager of Safad Foundation (a foundation launched by the brothers). He shared their mission to provide an alternative in a market influenced by consumer boycotts, support humanitarian efforts in Gaza, and ensure the name 'Palestine' remains visible on store shelves worldwide.
Amidst the ongoing tensions in the Palestinian region and a growing consumer movement to boycott brands with perceived ties to Israel, the search for alternatives has intensified. Consumers are increasingly turning to local cafes and restaurants, consciously directing their spending to align with their values.
Hussein Hassoun, the eldest of the Hassoun brothers, based in Sweden, observed this shift firsthand. As he visited various restaurants and stores, he realized a significant gap in the market: there were no notable alternatives to the two dominant drink brands that were being boycotted. This realization was one of the inspirations behind the creation of Palestine Drinks, owned by Safad Food.
“The inspiration [behind the drink] was to create a foundation aimed at rebuilding and aiding civilian infrastructure in Palestine, specifically Gaza,” says Mohamed Kiswani, Communications Director at Safad Food.
Having been in the business world for over two decades, Hussein, Mohammed, and Ahmad Hassoun initially considered using their network to gather donations to help Palestinians. However, they pivoted towards a different approach, founding Palestine Drinks. Under this initiative, they themselves would primarily contribute to the Safad Foundation (that they founded) through the profit gained from Palestine Drinks. Through the Safad Foundation, the brothers will collaborate with organizations in Palestine to execute charity projects until they can establish their own team on the ground.
Image Above: Hussein Hassoun, one of the founders of Palestine Drinks.
“Our projects include supporting orphanages, healthcare stations, and housing projects for displaced people living in tents. Eventually, our goal is to have our own team managing these projects within the next six to seven months, ensuring full control and oversight from our end,” said Kiswani, speaking on behalf of the Palestinian-descent brothers.
“One hundred percent of our profits go to the Safad Foundation. Our mission is not about profiting from the political situation but about funding meaningful humanitarian efforts,” he added.
Image Above: Mohamed Kiswani, PR Manager of Safad Foundation.
Palestine Drink, a subsidiary of Safad Food (registered in Sweden), was named with a purpose.
"When deciding on the brand name, numerous suggestions were considered, but it was Hussein who put forth the name 'Palestine Drink' to signify our purpose and guarantee that all proceeds would contribute to Palestine's support. Despite encountering criticism for the use of the name 'Palestine,' we remain steadfast in our commitment," Kiswani shared.
Amidst the mass expulsion of Palestinians from their homeland in the Nakba of 1948, the Hassoun family were among the many Palestinians forced out of Safad, a city in the Galilee region of what was then Palestine. Seeking refuge, they journeyed to Lebanon before finding a new home in Sweden. In honor of their lost homeland, they founded Safad Food.
With the aim of making a difference and extending a helping hand to those in need, the Hassoun brothers launched Palestine Drinks in March. The initiative has garnered significant support and has achieved remarkable success.
“Since its launch, the market response to Palestine Drinks has been overwhelmingly positive. There was a huge demand since day one. We launched with about one million cans on the first of March, and it sold out in less than a week. We’ve ordered millions more, but there is still a shortage!” stated Kiswani.
Presently, the factory dispatches 10 to 20 trucks daily, but meeting demand remains a challenge for the company. Efforts are underway to establish a consistent production line to match the high demand.
The company offers flavors such as cola, orange, lemon, and an energy drink. Additionally, they are exploring the introduction of iced tea, iced coffee, mineral water, and sparkling water. To expand their market reach, they are also open to exploring other product categories like chocolate bars and energy bars, aiming to provide market alternatives.
“Our initial goal was to launch in Europe, but we've received interest from all over the world. We now aim to have our products in restaurants and stores in 200 countries, ensuring the name ‘Palestine’ is visible on shelves globally, keeping the conversation about Palestine alive,” said Kiswani.
Image Above: Some of the available flavors of Palestine Drinks.
The cans display important Palestinian symbols, such as branches of the olive tree and the keffiyeh. The olive tree, native to Palestine, represents the country's deep-rooted history, with some trees being thousands of years old. Beyond their economic value, these trees are uniquely drought-resistant and thrive in poor soil conditions, symbolizing the resilience of the Palestinian people.
The keffiyeh, depicted at the bottom of the can, also has a rich history. Translating literally to “related to Kufa”, the city in Iraq from which it is thought to have originated, the keffiyeh became a symbol of political freedom in the 1930s, when Palestinians of all backgrounds unified against British colonial rule. Once worn by farmers and fishermen in Palestine, the scarf has now become a powerful emblem of Palestinian identity and solidarity.
Image Source: Getty Images (Lior Mizrahi)
“Our primary goal is to achieve liberty for the Palestinian people, as stated on our cans: ‘liberty for everyone’. This is the main objective of our project. In the long term, and hopefully, very soon, we aim to extend our support to other groups seeking liberation and support for their movements,” said Kiswani, sounding hopeful.
The UAE has consistently demonstrated its support for Palestine, announcing a contribution of $20 million to the UNRWA humanitarian response in the Gaza Strip in October of 2023. This donation followed several previous contributions. Additionally, the UAE successfully launched the 'Tarahum - for Gaza' initiative, delivering humanitarian aid to Palestinians affected by the war in Gaza.
Image Source: WAM
Kiswani emphazised that while the name and brand have certainly contributed to their success, the taste and quality of their drinks are equally important.
“People might buy our product once or twice for the name, but they won't continue to do so if they don't enjoy the taste. Therefore, we are diligently working on perfecting our recipes and developing new flavors, just like any other beverage company. Ensuring a high-quality product that people love is essential.”
Currently, Palestine Drinks is available in Scandinavia, including Sweden, Denmark, Norway, and Finland. The company has also started supplying parts of northern Europe, such as Germany, Belgium, and the Netherlands, with expansion plans in the MENA region.
“In the next couple of weeks, we are expanding to the UK, and plan to launch in France within a couple of months. Regarding the MENA region, the drinks should be available by the beginning of August,” Kiswani reassured.
Image Source: @docjazzmusic via X
The emergence of Palestine Drinks is a direct response to consumers' desire to boycott brands perceived to have ties with Israel, highlighting the power consumers hold today and the vulnerability of even the most prominent brands or celebrities.
Early in March, the CFO of McDonald's announced a $7 billion loss in sales across the Arab region due to the boycott, as reported by Moroccan World News. In the same month, the AlShaya Group, which owns the Starbucks Middle East franchise, disclosed the necessity of cutting 2,000 jobs — a figure representing around 4% of its workforce — due to the boycotts. Meanwhile, fast-food giant KFC temporarily closed over 100 stores in Malaysia on April 29 following significant business declines attributed to boycotts.
“Companies that fail to align with consumer values, will face pressure from consumers. I strongly believe that consumers have the power to drive change with their purchasing decisions,” Kiswani said.
On the other hand, high-profile celebrities, particularly those who recently attended the Met Gala, faced criticism for their silence on the Gaza conflict. This scrutiny intensified with the emergence of Blockout2024, a viral trend initiated by a TikTok user aimed at reducing celebrities' social media followings as a form of protest.
Image Credit: Mashable
“We gave them their platforms; it’s time to take it back, take our views away, our likes, our comments, our money by blocking them on all social media and digital platforms,” said a TikTok user in a video that has garnered 2.7 million views.
Following the growing trend, Social Blade data revealed significant follower losses for well-known celebrities, indicating the impact of online activism on celebrities’ earning potential.
“Historically, movements such as the South African anti-apartheid struggle have shown how consumer actions can drive significant change. We are working toward a similar goal: liberate the Palestinian people from daily discrimination and injustice, as well as the ongoing conflict and bombings,” Mohammad expressed.
Image Source: Getty Images (Mustafa Hassona/Anadolu)
In 1948, the Hassouns left their homes behind, clinging to their dreams and hopes as they embarked on a new life in a new country. Yet, amidst their journey, they never forgot their roots.
The Hassouns' potential return to Safad hangs in uncertainty. Yet one undeniable truth persists: much like the unshakable olive trees, the souls of Palestinians are deeply anchored to their homeland. Just as the Keffiyeh once adorned the landscape of the Arab world, today, its symbolism of solidarity is embraced by millions beyond Palestine's borders. And with the power of social media, Palestine, a name that sought to be silenced, now echoes across every corner of the globe.
Ultimately, whether in the realm of business or politics, power lies in the hands of the people, or rather, the consumers — who continually shape the world we inhabit. Solidarity is the force that has changed, and will continue to change, the world as we know it.
“We pray every day that we don't stumble or fall as we keep pushing forward to get this product and brand out to the market, ensuring that people never stop talking about Palestine,” Kiswani concluded.
