Tubi 60 Spices up US Market

Tubi 60, Israel’s wildly popular spirit, is now available in the US at bars and stores in New York and Texas.

Tubi 60 has tantalized Israel’s cocktail tastemakers ever since it splashed onto the scene in Israel in 2012. A fixture in the suitcases of tourists and frequent visitors to Israel for several years, dedicated fans of this lemon and herb-infused spirit have long clamored to be able to buy Tubi 60 at home. Austin-based Tex Avivi Importers answered the calls of US fans in early January 2017 when Tubi hit bar and liquor store shelves across Texas, beginning its foothold in Austin and making an appearance at this year’s SXSW festival. New York is now squarely in their sights as Tubi launched in New York City in mid-April. West Coast fans will be happy to know they can start stocking up on Tubi beginning mid-summer 2017.

The Tubi 60 Story

Brothers Hilal and Yanai Tubi created Tubi 60 out of a shared frustration with the lack of high-quality spirit options in Israel. Working with master distillers, botanists, and their own creative passions, the brothers released Tubi 60 to their friends at select bars in Jerusalem in 2012. Entranced by the mysterious bottle and one-of-a-kind taste, patrons began to request Tubi more and more, making it the calling card of the discerning cocktail enthusiast. Within a year, it was one of the most requested drinks at bars in major cities across Israel. By late 2014, Tubi 60 was available on bar and store shelves nationwide in Israel and international fans were beginning to take notice. Pictures cropped up by the hundreds on Instagram of Tubi bottles being shared with friends all over the globe from Berlin to Nicaragua, South Africa, Argentina, Korea, and beyond.

Tubi 60’s rapidly growing and loyal fan base demanded Tubi prepare to go international by 2016. The first shipment arrived in the US in January and Tubi 60 is now available in New York and Texas. With plans for a California expansion in July, Tubi 60 is shaping up to be the toast of the summer of ‘17.

About Tubi 60

Tubi 60 is a 40%/80 proof herbal spirit, bursting with lemons, ginger, turmeric, saffron, anise, and other spices. Tubi 60’s appeal comes from its singularly unique flavor, which combines the sensual flavors of the Middle East — tangy lemons, citrus, herbs and spices local to the region – into a smooth and versatile spirit that shines osn its own, chilled and neat, mixed into a simple cocktail with tonic or soda, or used as the base spirit in a craft cocktail.

A category creator in taste, looks, and versatility, the characteristics that set Tubi 60 apart from its competitors also fueled its viral fan-led success, blanketing Israel in the span of a year with little more than a T-shirt marketing budget. This same fan loyalty was also the inspiration for Tubi’s expansion into the US market.