Palestine Drinks: More than just a beverage

Palestine Drinks, an alternative soft drink brand to Pepsi and Coca-Cola, was founded by a Sweden-based Palestinian family. 

The drive to create the brand was the realization of how restaurants were dominated by Western beverages with no alternative in sight. 

Today, the brand has evolved not only as an substitute to dominant Western drinks but through its choice of nomenclature and design, symbolizes its deep connect with Palestine as well as remains keen to foster a message of community. 

We speak with Mohamed Kiswani, founder of Safadfood AB, the parent company of Palestine Drinks, on the brand's evolution, the broader cause and its growth moving forward. 

Palestine Drinks was established this February in response to the crisis in Palestine. How many product cans have you sold since then?
Kiswani: We have produced and sold more than 20 million cans since March this year.

How has the overall response been?
Kiswani: The response from the market have been a lot more than we could ever [have] imagined, from across all continents and countries in the world.

Are the products available in Europe and the UK? 
Kiswani: Our products are available in ten countries across Europe, with UK as one of our largest markets.

Did you face any challenges in partnering with wholesalers or placing your products on retail shelves? 
Kiswani: No problems at all; we have been partnering with wholesalers who have contacted us [and are] interested in being a part of this movement.

It's the cause that is the main purpose wholesalers wish to join us in the Palestine Drinks project.

Does the company plan to expand to the Middle East? If yes, when?
Kiswani: We have large plans for the MENA countries, of course, as we see it as our largest markets in the future. We are hoping we will launch before the end of this year and that we have reached all countries before Ramadan 2025.

How is the brand supporting the Palestinian cause?
Kiswani: The main message is to "Never stop talking about Palestine.." and that we believe in "Liberty for everyone".

All profits of Palestine Drinks sales are going to the Safad Foundation registered in Sweden as a charity organisation with a sole purpose of donating all funds every year to the civil society in Palestine for various water, food and healthcare projects in Gaza and the West Bank.

The foundation donates to already established organisations such as Childfund, Weworld, PCRF, Doctors without borders and their aid projects.