Our Story

Beauty for Ashes

The economic fallout resulting from COVID-19 caused significant hardship for many families. Our family was not exempt from the hardship. In the middle of the pandemic, we put our passion and curiosity to work and developed the products behind the Bethel brand - tej, vegan wine, and birz.

As the world slowly turned the page on the pandemic and returned to normalcy, we started building a business plan to bring our products to consumers. As we went through the journey of launching the business, a familiar phrase came to mind, “ beauty for ashes.” Throughout human history, ashes represent loss, mourning, and destruction. The phrase evokes a sense of comeback - turning mourning to joy, rising from destruction, and finding something good during so much evil. The idea of finding beauty rising out of the ashes brings a glimmer of hope in the aftermath of the pandemic.

Cheers,

Bethel Beverage