Tubi 60 is a citrus based

liquor Liquor ( , sometimes hard liquor), spirits, distilled spirits, or spiritous liquor are alcoholic drinks produced by the distillation of grains, fruits, vegetables, or sugar that have already gone through ethanol fermentation, alcoholic ferm ...

and is either 30% or 40%

alcohol by volume Alcohol by volume (abbreviated as alc/vol or ABV) is a common measure of the amount of Alcohol (drug), alcohol contained in a given alcoholic beverage. It is defined as the volume the ethanol in the liquid would take if separated from the rest ...

. The drink is developed and produced in

Israel Israel, officially the State of Israel, is a country in West Asia. It Borders of Israel, shares borders with Lebanon to the north, Syria to the north-east, Jordan to the east, Egypt to the south-west, and the Mediterranean Sea to the west. Isr ...

utilizing local herbs, fruits and spices.

History and origin

Tubi 60 was developed in 2012 by two brothers: Hilal and Yanai Tubi in

Haifa Haifa ( ; , ; ) is the List of cities in Israel, third-largest city in Israel—after Jerusalem and Tel Aviv—with a population of in . The city of Haifa forms part of the Haifa metropolitan area, the third-most populous metropolitan area i ...

, Israel. In 2013 the first distillery was opened in Haifa and obtained necessary approvals, licenses, and legal documents from the Israeli Health Ministry to produce Tubi 60. The liquor is also approved by the TTB. Increased demand throughout the following year led to the founding of a larger distillery in 2015 by the two brothers. In 2017, the Tubi company started exporting the liquor to the US,

Hungary Hungary is a landlocked country in Central Europe. Spanning much of the Pannonian Basin, Carpathian Basin, it is bordered by Slovakia to the north, Ukraine to the northeast, Romania to the east and southeast, Serbia to the south, Croatia and ...

Norway Norway, officially the Kingdom of Norway, is a Nordic countries, Nordic country located on the Scandinavian Peninsula in Northern Europe. The remote Arctic island of Jan Mayen and the archipelago of Svalbard also form part of the Kingdom of ...

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

and other countries.

Composition and taste

Tubi 60 is made of

lemon The lemon (''Citrus'' × ''limon'') is a species of small evergreen tree in the ''Citrus'' genus of the flowering plant family Rutaceae. A true lemon is a hybrid of the citron and the bitter orange. Its origins are uncertain, but some ...

as well as other local

citrus ''Citrus'' is a genus of flowering trees and shrubs in the family Rutaceae. Plants in the genus produce citrus fruits, including important crops such as oranges, mandarins, lemons, grapefruits, pomelos, and limes. ''Citrus'' is nativ ...

fruits. It is infused with

herb Herbs are a widely distributed and widespread group of plants, excluding vegetables, with savory or aromatic properties that are used for flavoring and garnishing food, for medicinal purposes, or for fragrances. Culinary use typically distingu ...

spice In the culinary arts, a spice is any seed, fruit, root, Bark (botany), bark, or other plant substance in a form primarily used for flavoring or coloring food. Spices are distinguished from herbs, which are the leaves, flowers, or stems of pl ...

s, tree and flower extracts, including

ginger Ginger (''Zingiber officinale'') is a flowering plant whose rhizome, ginger root or ginger, is widely used as a spice and a folk medicine. It is an herbaceous perennial that grows annual pseudostems (false stems made of the rolled bases of l ...

, mint,

anise Anise (; '), also called aniseed or rarely anix, is a flowering plant in the family Apiaceae native to the eastern Mediterranean region and Southwest Asia. The flavor and aroma of its seeds have similarities with some other spices and herbs, ...

saffron Saffron () is a spice derived from the flower of '' Crocus sativus'', commonly known as the "saffron crocus". The vivid crimson stigma and styles, called threads, are collected and dried for use mainly as a seasoning and colouring agent ...

turmeric Turmeric (), or ''Curcuma longa'' (), is a flowering plant in the ginger family Zingiberaceae. It is a perennial, rhizomatous, herbaceous plant native to the Indian subcontinent and Southeast Asia that requires temperatures between and high ...

and

cumin Cumin (, ; ; ''Cuminum cyminum'') is a flowering plant in the family Apiaceae, native to the Irano-Turanian Region. Its seeds – each one contained within a fruit, which is dried – are used in the cuisines of many cultures in both whole ...

. Tubi 60 is most commonly served as a shot or a shooter, or mixed with

tonic water Tonic water is a carbonated soft drink in which quinine is dissolved. Originally used as a prophylactic against malaria, modern tonic water typically has a significantly lower quinine content and is often more sweetened than the original medic ...

seltzer Carbonated water is water containing dissolved carbon dioxide gas, either artificially injected under pressure, or occurring due to natural geological processes. Carbonation causes small bubbles to form, giving the water an effervescence, effer ...

. The makers of Tubi 60 claim the ingredients leave the consumer with a "refreshing and uplifting feeling".

Marketing

Tubi 60's popularity in Israel increased mainly by word of mouth. Initially spread by word of mouth through the friends and family of the two founders, it became a frequently requested drink in bars, with

Jerusalem Jerusalem is a city in the Southern Levant, on a plateau in the Judaean Mountains between the Mediterranean Sea, Mediterranean and the Dead Sea. It is one of the List of oldest continuously inhabited cities, oldest cities in the world, and ...

being the first city to serve it as a staple. It took until 2014 for the drink to reach

Tel Aviv Tel Aviv-Yafo ( or , ; ), sometimes rendered as Tel Aviv-Jaffa, and usually referred to as just Tel Aviv, is the most populous city in the Gush Dan metropolitan area of Israel. Located on the Israeli Mediterranean coastline and with a popula ...

's bar scene. Its popularity there cemented it as a countrywide mainstay.

References

{{Alcoholic drinks Liqueur brands Herbal liqueurs Israeli alcoholic drinks Premixed alcoholic drinks Products introduced in 2012

History and origin

Composition and taste

Marketing

See also

References