January – February 2025

In ‘Keeping Busy’ we keep you in the loop with the events and milestones we reach throughout the year. The start of 2025 sure has been busy as we’re enjoying ourselves with our sister industries in beer and wine, as well as collecting some well deserved awards from abroad!

SOMMELIER

Even though we are the vanguard of whisky in Israel, it’s no secret that Israel is a wine country first and foremost. We adore our colleagues in this sister-industry, and take great pride in sourcing world-class casks from assorted wineries all over the country. We however, felt that this partnership could run deeper, and thus on the 4th and 5th of February we took part in Sommelier, Israel’s largest annual wine festival! The response we received from dedicated wine aficionados towards our whisky was electrifying, with the sheer joy and curiosity shown towards us leaving smiles on the team’s faces for days afterwards. If you were present at the festival then you know we also provided a tasty sneak peek into an experimental new series coming out later this year. Good luck guessing what it is from the photos alone! 

WORLD WHISKY AWARDS

Since winning the 2023 award for the World’s Best Single Malt, the WWA feels like our home turf. So after submitting a few more whiskies to the keen noses and sharp palates of the judges, we sauntered off to London for the 2025 award ceremony. It’s always a great experience to be at this great hub of the whisky world, a days-long whirlwind of the best minds in the industry all showing off their best. Speaking of which, we took home three Gold Medals this year! The Elements Lightly Peated with its uniquely delicate smoke, the Apex Armagnac Single Cask with its unwaveringly bold flavour, and finally our exclusive exploration of terroir: the Apex Dead Sea. It was a great way to kick off the year, and you can be sure that we’ll certainly be back for more in 2026! 

ISRAELI FRIDAY: ALEXANDER BREWERY

Beer is just immature whisky. There, I said it. However, Alexander makes really good immature whisky! Every few Fridays we host another alcohol producer at our visitor’s center in order to let them present their products to a Tel Avivian audience. Since our Marketing Manager, Shawn Soffer, had her industry start at the Alexander Brewery, it seemed only logical to welcome them and their frothy beery goodness with open arms! A crowd of 120 squeezed themselves into our little visitor’s center, everyone eager for a taste of the 3 beers that Alexander brought to show off. There was a crisp Festbier Lager, an impressively traditional Bockbier, and an addictively vibrant Tropical IPA. It was certainly a Friday well spent, with everyone imbibing their fair share of malty alcohol, distilled and not!