- 3 days ago
On this episode of Scran we are looking to the Middle East and its oldest microbrewery, Taybeh.
Located in the West Bank, water only runs once a week and attacks are a constant threat. However, the only female brewmaster in the Middle East, Madees Khoury who runs Taybeh, says they are defying the odds and continuing to operate. Now Taybeh have joined forces with Glasgow-founded B-Corp, Brewgooder, to produce a new lager, Sun & Stone, as export restrictions make it virtually impossible to ship abroad. The beer is now on sale in 1600 Co-op stores nationwide.
Madees joins Rosalind to discuss the challenges her family brewery has been faced with in recent times as well as the partnership with Brewgooder. She also speaks to James Hughes, co-founder of Brewgooder who tells her more about this company who are trying to do some good in the world, and how the partnership came about.
Located in the West Bank, water only runs once a week and attacks are a constant threat. However, the only female brewmaster in the Middle East, Madees Khoury who runs Taybeh, says they are defying the odds and continuing to operate. Now Taybeh have joined forces with Glasgow-founded B-Corp, Brewgooder, to produce a new lager, Sun & Stone, as export restrictions make it virtually impossible to ship abroad. The beer is now on sale in 1600 Co-op stores nationwide.
Madees joins Rosalind to discuss the challenges her family brewery has been faced with in recent times as well as the partnership with Brewgooder. She also speaks to James Hughes, co-founder of Brewgooder who tells her more about this company who are trying to do some good in the world, and how the partnership came about.
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LifestyleTranscript
00:00Hello and welcome to Scran, the podcast passionate about the Scottish food and drink scene.
00:07I'm your host, Rosan Derskin, and on this episode we're looking to the Middle East
00:11and its oldest microbrewery, Tiber. Located in the West Bank, water only runs once a week
00:18and attacks are a constant threat. Who runs Tiber says they are defying the odds and continuing
00:26to operate. Now Tiber have joined forces with Glasgow-founded B Corp Brewgooder to produce
00:32a new lager, Sun and Stone, as export restrictions make it virtually impossible to ship abroad.
00:38Madice joined me to discuss the challenges her family brewery has been faced in recent times,
00:43as well as the partnership with Brewgooder. I also speak to James Hughes, co-founder of Brewgooder,
00:48who tells me more about their company, who are trying to do some good in the world,
00:52and how the partnership came about. It's almost the weekend, so we would like to talk to you about
00:59your recent project with Brewgooder, but just to go right back to the start, if anyone hasn't read
01:05the recent news about your beer that's launched in the UK, can you just let us know a little bit
01:10about your brewery, because it's the oldest microbrewery in the Middle East, is that right?
01:15Correct. My family, my father, uncle and grandfather, started the first microbrewery in the Middle
01:22East in 1994, and I basically grew up in the brewery since I was nine years old, and I now help manage
01:30the business and brew the beer as well. So you've grown up around brewing and everything,
01:36so it's always been a bit of a passion for you? Yeah, I grew up in the brewery, it's now like my,
01:44it's not my second home, it's my home now, because I spend all my time there, but I just grew to love
01:53the business and see how my father and uncle and grandfather invested so much effort and
01:58blood and sweat and tears into the business to make it a success, and I just love beer,
02:07and I love brewing, and I love sharing that with people who love beer, and I enjoy it. I'm doing
02:16something I love, and I'm not doing the same thing every single day for eight hours, I'm not on my
02:21computer every single day, like I do, I'm in every aspect of the business, whether it's visiting
02:29customers, or exporting, or importing, or brewing, packaging, so, or just giving tours and talking to
02:35people that come and visit us. So yeah, I just love it. And yeah, so anyone's, anyone's thinking,
02:41you know, Middle East brewery, that doesn't really, you know, people have a perception of
02:45you're not really being able to drink and things, could you just sort of talk to us a little bit about
02:49that? Yeah, so even till now, after 31 years, a lot of people are still surprised that, you know,
02:56there's the first microbrewer in the Middle East, or that we drink alcohol, or that there's a female
03:01brewer. I think, in my opinion, Palestine is one of the most liberal Arab countries. We are just as
03:12any other country in the world, but a much smaller market. You do have Muslims who don't drink, you have
03:17Muslims who do drink, you have Christians, you have expats, you have tourists. So it's a smaller market,
03:24limited market, but it's, we all respect each other. I mean, whether you do drink or you don't
03:33drink, we have that sense of, of cultural respect.
03:39And so obviously, being based in Palestine, just now, as you know, it's always in the news,
03:44everyone knows the war that's going on there. And how are you guys sort of functioning as a business?
03:50You know, obviously, over your time, being involved, you'll have seen, you know, things change and
03:55develop. And how are things? I mean, it seems like a daft question, but how are things?
04:01Not too good, actually. They're the worst that has ever happened in 76 years. Before this war,
04:11and before these past 22 months, we are still under occupation. And being under occupation means you
04:18don't have your own roads, you don't have your own borders, you don't have your own water,
04:22you don't have control over anything. Everything that needs to go in and out of the country has to
04:27go through Israel. I guess these past 22 months, things have deteriorated greatly. Business has gone
04:36down significantly. Beer back home is a luxury product. You know, people are not working, they're
04:44not getting paid. It's a difficult time for people financially. They're saving that money for,
04:50you know, their kids, for their essentials, for their basic daily lives. And so to buy beer,
04:59it's at the moment, it's not a significant, important, you know, product. So, I mean, I can,
05:08I can talk for hours of the difficulties and challenges, you know, these past 22 months,
05:15the Israelis have made it very difficult for Palestinians to just to live a normal life.
05:20I don't know what normal is anymore. I'm in Scotland and I'm like, I've traveled and I've
05:26lived abroad, but I'm still fascinated how everyone is just moving so freely and so easily and planning
05:32like in, in two years or next month or next week, what they're doing. Whereas us Palestinians,
05:38even as a business, it's very hard to plan what we're going to do tomorrow because you never know
05:43if the roads are going to be open or the Israelis are going to close the gates on us and not allow
05:48us to move around. We don't know if we're going to have enough water to brew beer because the Israeli
05:53settlers have attacked the, our main water resource for the town and for 14 other towns. And so,
06:01yeah, it's a very, it's a very difficult time. I'm not saying that it's worse than what the people
06:10in Gaza are going through, but we all Palestinians are going through it in a different, in different
06:16ways. And it was because of everything that's going on that sort of introduced you guys to
06:22BrewGooder. So do you want to tell us a bit about how the collaboration came about?
06:25Yeah. So James, the co-founder of BrewGooder contacted me, I think at the beginning of the
06:33year, and he had read an article about the brewery and about the business and the family. And he was
06:41like, this is a great opportunity to get, to make a collaborated brew and to get in the market and to
06:49get the name Taybe, our product, our brewery out there. And my brother and I really pushed on this,
06:56this initiative and this collaboration. It's our first ever, and it's something new. And we've had
07:05a lot of fun working with James and the team. And I think it worked out pretty well and smoothly just
07:15because BrewGooder has, has values that aligns with our values as a brewery as well. Not just a passion
07:23for making great beer and sharing it with people, but also giving back to the community and doing
07:32something good. Um, so there is value with what, in what we are brewing and promoting.
07:39And, um, the beer is, um, Sun and Stone, is that right?
07:44Sun and Stone, yes. Uh, we named it Sun and Stone after, um, the beautiful sun and weather in Palestine
07:51Palestine. Um, and, um, the limestones, um, in Palestine as well. And so it's, um, very personal.
08:01I promise you it was sunny here until about two days ago.
08:04You know, I was, uh, I was telling James the day before yesterday, I'm like, wow, the weather's
08:10really nice. You know, I'm walking around and it's beautiful and sunny. And then the next morning
08:14I wake up and it's raining and I'm like, oh man, I jinxed it. Um, yeah, but it's, it's not so bad
08:23actually so far. Yeah, it should be all right. It's been, it's been pretty good. But yeah, so,
08:28um, anyway, back to your beer. So it's a lager. So can people expect it to be obviously quite light,
08:31fizzy? It's a very crisp, um, very enjoyable, light lager. Um, not too malty, not too happy. It's
08:41made with, um, a hundred percent British malt and German hops. So it has a touch of everything
08:47and, um, it's made with a lot of love and passion. And for anyone that's wanting to try
08:54it, cause it does sound delicious. Um, when and where can they get some? Um, so it was
09:00launched yesterday online through, uh, Brew Gooders, uh, website. So people can now, um, buy
09:06online and, um, it'll be in the store in 1,600 stores of, of the co-op stores, uh, September
09:1310th for the next nine weeks. Yeah. So, uh, people need to rush and get their beers before
09:20it runs out because already we're getting a lot of really great responses and people are
09:24enjoying the beers and, um, promoting and motivating us and encouraging us. So we've got
09:31some really good responses. Yeah, no, it's, it's been great. And it does, it does look
09:35lovely. Um, I'll need to, I'll need to speak to James. Yeah. Cause it's, um, it looks really
09:43nice. So what, when it comes to the launch of this, what are your sort of hopes for the
09:47achievement of, of the launch? Not, I, not just sharing the beer with everyone who loves
09:53beer and not making it just, um, accessible for people to go and find it everywhere. Um, it's
09:59also a message. Um, and, um, the beer itself is not just great beer, but it's also a story and
10:09it's, uh, an image of Palestine and what we represent and brew gooder and what they represent
10:16as well. Um, you know, uh, people, like you said, are still surprised that, or don't know that
10:23Palestinians drink beer or, um, or there there's a brewery. So when they see this collaboration,
10:29they want to know more about the business, about Palestine, about Palestinians, and,
10:34um, hopefully she get to share it with their loved ones and enjoy it.
10:37And do you think of the, the back of this, obviously the reception's been great. Um,
10:42is there capacity for you to do future collaborations?
10:45We would love to. I hope this is the first of many, uh, collaborations. Um, it's been a very
10:51nice experience and, um, hopefully everything sells out very quickly. And we will hopefully,
10:56if, uh, if, uh, if we can, we'll brew more. Absolutely.
11:02And have you been to Scotland before?
11:04No, this is my first time.
11:06So you're enjoying it.
11:07I am. It's lovely. It's so cozy. Um, it's, uh, I don't feel like a tourist, although sometimes I
11:14do look at with my backpack and walking around very like, uh, um, looking around at all the
11:20buildings very slowly. So, um, um, but I'm trying to wear my backpack and run quickly, like the,
11:25like the locals, but yeah, it's been, it's been a, it's been a lovely experience. I'm enjoying it a
11:31lot.
11:32And if you tried any beers here that you thought, well, that's,
11:35I have, um, um, I, maybe I shouldn't say this, but every time I go out, um, I'm trying, uh, to try
11:43the local craft beer everywhere I go. So, um, yeah, it's, uh, it's been fun trying all the beers.
11:50Yeah. I was great. I probably shouldn't ask you this cause it's a rival brand, but, um,
11:53have you had some tenants?
11:56What is it? Yeah, I did. I did. I heard it's your beer that you grow up with when you're a kid.
12:02It's mass produced. It's everywhere. You know, it's like a, it's tenants. So, um, I actually went
12:07to the brewery, you know, just walking around and I'm like, Oh, there's a, there's a brewery here.
12:11So I just went in and I saw the museum and had their beers as well. Um, so that was nice.
12:18Of course. Yeah. Yeah. I was going to say their, their beer is, is brilliant. Um, and it's such
12:22a good thing they're doing just across the board with all these really good collaborations.
12:26Um, so just to quickly go back to, to your beer, um, out in September, unless you bought online,
12:32um, we're probably heading into hopefully the tail end of like a summer. We usually would get
12:37some nice weather in September. What would you, what would you eat with the beer? Could you,
12:41would you pair it with any particular food with sun and stone? I would pair it with, um,
12:47if you want to go middle Eastern, maybe some tabouleh, um, some chicken, uh, shawarma. Um,
12:54if you want to go something more Western, I would go with a pizza, um, maybe some lamb kebabs.
13:01I just hope that, you know, this collaboration creates awareness and, um, shows people a different
13:08side of Palestine than what they see on the news, um, regard in spite of what we're going through
13:13as Palestinians, um, for the past 22 months, which has been very heartbreaking and depressing.
13:19And you, as a Palestinian, I feel very depressed all the time because of what we're seeing and
13:26hearing on the news, but that doesn't mean we don't stop. We continue to build, we continue to
13:32invest, we continue to grow and, um, plan for a peaceful future and, um, and continue to get the
13:40name Palestine out there. Well, I think that's a pretty strong end and there's not much I can,
13:45can say to add to that. Um, but thank you very much for your time. And I am looking forward to
13:51trying it if I can get my hands on something. You're welcome. I hope you do. I hope you enjoy it.
13:55Thank you very much. So we are here to chat beer and one of your most recent launches,
14:00but for anyone that hasn't heard of you guys or, um, read about things that we've written in the
14:05past, could you just give us a little sort of potty testity of brew good or like what you guys are,
14:10what you do, how you started out? Yeah, for sure. Um, so we are, I guess,
14:16first and foremost, we're a beer brand based in, based in Glasgow, been running since 2016.
14:21Uh, we've got an office in Kenning Park. We are a contract brewer, so we don't actually have a
14:25brewery. We use, um, spare capacity of different, um, brewery sites all over the UK now. Um, and I
14:33guess our founding reason and why and purpose, everything is probably quite different to,
14:38uh, more beer brands than, than not. We, um, started really as a consequence of a personal
14:45experience that my co-founder Alan had in, in Nepal. Um, he spent some time there,
14:50came, came home and had this realization that he wanted to ultimately dedicate his life and his
14:56career to making the world a better place than, than the one he found. Um, and decided that beer
15:03actually was a really powerful vehicle to do that as much as he could have gone into charity work.
15:07And, you know, he didn't do that for a period of time. He became obsessed about this idea of,
15:11of how companies actually can make it many times, you know, just as much, if not more impact,
15:18you know, positive difference as, as the charities themselves and beer being this,
15:23I guess, certainly in Scotland, you know, omnipresent product. Um, you know, it's at the
15:28heart of communities. It's the heart of, you know, celebrations and commiserations. It just caught
15:34our imagination as to how that could, you know, that power and that position it had could be
15:39channeled in a really positive way. So ever since then, we've, we've kind of been dedicated to
15:44brewing beer and, and really we have, um, obviously proceeds that come from every single
15:50pint, every can, every keg sold, um, that go into our foundation, the Brugger Foundation.
15:56And then that is then distributed to, um, charities and initiatives, both on a global and
16:01a local level, um, that are basically helping to reduce barriers, um, and effectively make
16:08the world a fairer place for all. And so a lot of that is to do with clean water,
16:15isn't it? The foundation. Yeah. So clean water, again, links back to that sort of origin story
16:22and Alan and Paul, um, he picked up a waterborne illness and upon arriving home sort of decided
16:28that clean water and sanitation, you know, access to those things were, were so integral, you know,
16:34that was such a key barrier and pillar that we wanted to sort of dedicate our efforts towards.
16:39And that remains to this day, kind of one of the areas that we fund, um, you know, more
16:44than anything else on, on that macro level. Um, but we've also moved into other areas, whether
16:49it's inclusion or, um, we work with the likes of Refuge Weegee in Glasgow in terms of the amazing
16:55work that they're doing right here on our doorstep. So there's been a bit of a proliferation,
16:59if you like, in terms of what we support, but it all kind of comes under this banner of,
17:04um, I guess, reducing inequalities and particularly for marginalized groups.
17:09And, um, what is your role within the company?
17:13So I guess I'm now considered sort of a co-founder. Um, I joined Alan in 2016, really initially just
17:21helping him as much as I could, you know, with the limited experience that I had as a,
17:26as a 25 year old. Um, I then stepped away momentarily. I went, um, was offered the brand
17:33job at tenants, um, which obviously within Scotland, if you're going to do beer, um, that's,
17:39that's a fairly good brand to be working on. Um, but within, I guess, as little as three months
17:45of being away from Brugador, I had this just, I guess my own epiphany, if you like, and my
17:49own realization that actually the work we were doing there was, was what I want to do more
17:54of. And actually the benefit of stepping away allowed me to almost look back and see all
18:00the things I think we could have been doing better and improve on. So, um, I guess formally
18:06we started a new company at that moment in time, um, versus the old sort of entity. And,
18:12and that was around just, just before lockdown actually. And ever since Alan and I have almost
18:17just been going on this journey together. So co-founder slash sort of a, um, I guess a brand,
18:24you know, I gravitate really towards the brand and the consumer facing side of, of our business.
18:30And so your most recent launch, um, which has just been, uh, this month earlier this month
18:35is, um, with, I'm going to say this wrong and I do apologize. Um, uh, Tebe Brewery in Palestine.
18:44So we've, um, you, you've obviously teamed up with their brewery there, who's Madis. Um,
18:52how did you come to know about them?
18:56Yeah, so we came across, um, and don't worry about the pronunciation. That was something that
19:00I had to grasp as well. So it's, it's Taiba. Um, yeah, which, um, I don't know if Madis is
19:06explained, but it's, it's basically a word used almost at a moment of, um, satisfaction. So if
19:12like someone says, Oh, how was your, how was your food? How was your beer? You would say Taiba,
19:16um, which, which basically means great. So, um, we came across their story two years ago,
19:23now approaching two years ago. Now there was, um, a spotlight on them done by the guardian that
19:28really kind of told their story following the escalation and in the conflict. Um, they're a brewery,
19:35obviously it's been running since 94. They were the first ever microbrewery within the Middle East
19:40as a, as a whole. Um, they've faced just about every single, every single obstacle and barrier
19:46you could ever think of. You know, we have the luxury of, you know, now being able to joke with
19:50Madis around our own challenges in running a beer brand in, in the UK and in Scotland. Obviously there's
19:57various challenges, whether it's governmental or whatever. And obviously they are immediately put
20:02into perspective when you speak to Madis and you hear what they've gone through just to sustain
20:08themselves as a family business. Um, and this article kind of just went into how everything
20:15had just ramped up to levels that they've really not seen before. Um, in terms of, in terms of the
20:19challenges daily, you know, whether it's water supply to the brewery through to, um, checkpoints,
20:25you know, new checkpoints being set up, new military gates, new barriers. They're really at a stage now
20:30where they can't really ever plan a day in, in their business operations. You know, there's always
20:36something that comes out of the blue. Um, and I guess we were just super inspired by the fact
20:43that they were continuing to try, you know, the, the resilience that existed within them as a team
20:49and as a family. And, you know, one of the most prevalent, you know, activities within the beer
20:56industry is collaboration, you know, in our sort of 10 year history, we've collaborated with probably
21:01the best part of 40, 50 breweries, you know, around the world. And obviously as part of that
21:08process, you know, you arrive at a recipe, you know, mutually, sometimes obviously done over
21:14conversations like this. Um, and then at some point in time, you obviously decide which brewery of,
21:20of the two is actually going to brew the beer, you know, physically. And I guess we saw that
21:25noting all of the logistical obstacles and the restrictions that were being imposed on them
21:30in terms of, you know, Israeli controlled ports, meaning their beer quite, quite literally can't
21:35leave the country anymore. We actually thought, well, this is actually a really neat way to almost
21:40circumvent all of that. You know, if the beer is brewed here, then all of, all of those restrictions
21:46cannot, cannot be applied. Um, but we can still obviously generate all the benefit that comes
21:51from a collaboration in terms of the awareness of Taiba, you know, the opportunity to tell their
21:56story and get their brand out there on top of, of course, um, all the proceeds and the,
22:01the sort of vital source of income that this will generate directly for them. Um, during obviously
22:06what was a super difficult time. Yeah. So it's, it's not for profit for you guys, isn't it?
22:11This beer. Correct. Yes. We're brewing the beer at, um, zero, zero margin effectively.
22:17And it's a, a lager called, um, Sun and Stone. Um, so is that obviously you say you collaborated
22:24on the recipe. Is that something that they wanted definitively or did it, you know, sort
22:29of come through discussion or?
22:32Yeah, I think, you know, Taiba traditionally their beers are, um, probably more sophisticated
22:40in, in style and approach than necessarily a lager. Um, their lead product is, is a product
22:47called golden, which is probably about as close to a lager as they, they offer. Um, but the,
22:55the sort of intent on the lager came from us, I think, in recognizing that it still makes
23:01up, you know, the biggest part of the beer market, you know, despite obviously the, the
23:06rise of craft and all these different styles, you know, lager is by far, you know, on a volume
23:11and a, and a revenue point of view, you know, the biggest space. And, and really when we
23:16were approaching this, yes, it's absolutely about the beer. Like we wanted to make a great
23:20beer, but ultimately it's, it's much more than that. It's, it's about creating a mechanic
23:26and an initiative basically that as many people as possible can participate in. And so we wanted
23:33to just basically go with a liquid that we felt was most accessible and could be enjoyed
23:37by the most number of people. And, and that's what sort of brought us to, to where we landed.
23:41Yeah. And what about the can as well? We, we sort of touched a little bit on the illustration.
23:47So what can you tell us about that?
23:48Yeah. So that, um, artwork illustration work was done by a Levantine, um, based, uh, artist
23:56called Nuri Flayn. Um, so really, I guess our desire of being a brand based in Glasgow, you
24:04know, was to make sure this was as authentic an execution as possible across the board. And that
24:11involves sort of every touch point that we can involve Palestinian artists, you know,
24:17Palestinian, um, creatives and filmmakers, you know, so the video, for instance, that
24:22we've released, we managed to work with an incredible videographer based out there, um,
24:26who, who, who catched all of that. And, uh, the artwork was the same, you know, we could
24:33have designed it like any other beer we've designed here, but we decided to sort of, um, if
24:38we could find someone that could provide it that sort of authentic sense of tradition
24:43and, and Palestinian touch, if you like.
24:46Um, and how's it been received? How's it, how's it going?
24:50Yeah, it's been phenomenal. You know, particularly the reaction in Scotland is, is, has been so,
24:55so strong. Um, quite a, quite a proud moment as well for us. You know, I think the nervousness
25:02in, in putting ourselves forward to do this, um, for Ty, but was, you know, can we do it
25:09justice? You know, and, um, um, I think how the people, particularly in our home city and
25:16our home country ultimately have, have reacted is, has just been so, so positive. And we're,
25:21you know, super appreciative of that, but all across the UK as well. And even internationally,
25:25I think we've had requests from now 13 or 14 different countries internationally wanting
25:30to, you know, get their hands on, on this product, which is amazing. And I think, you
25:37know, it's a very strange, um, initiative emotionally on the one hand, you really want to celebrate
25:43all of that sort of initial success and reaction. And particularly on behalf of Tyba, you know,
25:50providing them the platform that it has, you know, that's, that's exactly why we set out
25:53to do it in the first place. But I'm, you know, personally, and I know the team are
25:57as well, just constantly sort of checking yourself in, in, in terms of obviously the
26:01situation is extremely bleak, you know, even in the 12 months that we've been in contact
26:07with Tyba, you know, their own situation has deteriorated massively. You know, they went
26:12from a position of, yeah, you know, this is an escalation, but we've had escalations in
26:17our, in our past and we know that it will die down to now saying this is without question
26:22the worst it's ever been in, in their lifetimes. So it's a very sort of bittersweet situation.
26:29Um, as a consequence of those two, two things come together.
26:36And from a brew gooder point of view, do you guys sort of hope to be a sort of leading light
26:42in terms of like, you know, there's a lot of, there's a lot of corporate businesses in Scotland,
26:45especially around about drinking in general, like you guys are doing good. Do you sort of
26:49want to sort of, you know, forge a path to maybe have, you know, other bigger businesses
26:54might look at you guys and be like, we should be doing something similar?
26:58I think for me, that's one of the best things this could ever do. Like, I think we're well,
27:05you know, we have enough self-awareness to realize that this is just one initiative that
27:09yes, will hopefully be the success that we, we think it can be, but it's not going to touch
27:16the sides in terms of what is needing to be done here. And, and actually, you know, if
27:22this initiative can just inspire, you know, one more company, one more person, one more
27:28platform or organization of influence to look inward and say, actually, you know, via what
27:34we do as a business or what I do personally is in terms of a hobby or a passion that that
27:40can be directed towards supporting and standing with the people of Palestine during, you know,
27:46for me, what will be a pivotal moment in history, you know, we'll, we'll look back on this time,
27:52whether it's two years, five years, 10 years from now, and think, you know, how could I have acted
27:58differently? And, and, and I think, I know Alan and I were in a position where yes, there's risks
28:04to this, you know, I'm sure there's people that will take a sort of controversial angle
28:08on it, but could we legitimately, you know, look at what we tried to build over the last
28:1310 years? Um, and, and having not done something, you know, continue to operate in, in, in that
28:22way, like, I just don't believe we could have done. So I don't want anyone else to have that
28:27same sense of, of regret. You know, I think there's a real opportunity here. There's so many
28:32people, you know, so much activity going on that almost increasingly, you know, people
28:38are now in the minority almost if, if you're not taking action at this point in time. And
28:42I really would hope this could inspire someone a wee bit bigger and more influential than
28:46us to, to make a real positive difference.
28:51Well, fingers crossed. Um, so all that aside, do you have anything coming up in the next, this
28:56sort of half of the year that you are working on any future plans? Do you think this will,
29:00you know, obviously the demand is so big, I'm assuming you'll be focusing on this for quite a
29:04long time?
29:06Yeah, I think we, we want to make the most of this, you know, as possible, as much as there is
29:13an interest in supporting it and, and people thinking that, you know, this sort of activity
29:21within our industry ultimately is, is valuable in, in contributing to the sort of wider cause and
29:27in the situation will, will continue to do it. You know, I think one of the, one of the angles
29:33that's quite interesting is obviously it is a Mediterranean lager, you know, strictly speaking
29:38in terms of its recipe, but also the fact that Palestine is on the Mediterranean, you know, not
29:43many people are aware of that. And that's a consequence of largely, um, education and also marketing.
29:51You know, there are a lot of large scale Mediterranean laggers that were sold, you know, day in, day out,
29:57you know, from countries across Europe, you know, for instance. Um, why can't one of the world's biggest
30:06Mediterranean laggers be from the country of Palestine, you know, and, and one that ultimately
30:12continues to support the people, you know, through on the ground work and, and, and one day potentially
30:18even brewed there. You know, I think that that really becomes the full circle moment for this
30:22is that we've done this initiative to circumvent restrictions currently imposed. You know,
30:28it would be amazing if this shone such a powerful spotlight on that situation to the extent that
30:33one day, you know, sun and stone lager actually comes from Taiba Brewery and, and the country itself.
30:39I don't think there's anything else I can add to that. So, um, thank you very much. And, um,
30:44yeah, I'm, I'm looking forward to Jaisam soon. Nice one. Thanks for, thanks for having me. Thank you.
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