Alexander Gaza Border Beer is the story of a beer bottle that became a medium to tell a story about a beer bigger than the beer itself. In 2018, incendiary kites turned Gaza’s border area, where most of Israel's wheat is grown, to ashes leaving Israeli farmers destitute. Alexander - a boutique brewery that relies exclusively on Israeli wheat to make its beer - had to do something. With almost 0 budget to spend compared to our competitors (Big local&international beer brands), we realized creating a special edition bottle as media would be the key success factor in creating a campaign no Israeli could ignore.

While a relatively small brand, Alexander understood they had the power to bring the plight of the Southern border farmers to the entire Israeli audience and enlist them into creating a positive impact. So we created "Gaza Border Beer" – a limited edition beer whose proceeds would be given back to farmers to regrow their fields.

Israelis being a very solidary people (something they learned from the army) we knew they would rally around our cause. The bottle acted as a carrier for our message which was amplified the more Israelis shared it with their friends on social media and chat apps.

Alexander Gaza Border Beer became a PHENOMENON.

The press covered the campaign extensively (3.5M$ earned media, 16M total reach)

Israelis endorsed the initiative instantly - THE BEER SOLD OUT IN WEEK.

Alexander sold more beer in 1 week than it sold in the past 6 months.

+1600% online sales in the first week.

Israelis’ demand for the beer was so high we had no choice but to make more - so what started as a limited edition beer became a permanent product line.

So far we gave back to the farmers 70,000$ and counting - enough to replant 30% of the burnt fields and create 1.5M$ revenues for next season.

Brand awareness increased by 300% and the brand is now the 3rd most known beer brand in Israel (leaving Carlsberg, Tuborg, Stella Artois, Corona and many more international brands behind)