Our Story

Beauty for Ashes

The economic fallout from COVID-19 brought immense hardship to many families, including our own. In the midst of the pandemic, we channeled our passion and curiosity into creating the products that now define the Bethel brand—tej, vegan wine, and birz.

As the world gradually emerged from the crisis and returned to a sense of normalcy, we began developing a business plan to share our products with consumers. Along this journey, a familiar phrase resonated with us: beauty for ashes. Throughout human history, ashes have symbolized loss, grief, and devastation. Yet, this phrase speaks to resilience—transforming sorrow into joy, rebuilding from ruin, and discovering something beautiful amidst adversity.

The idea of beauty rising from the ashes offers a glimmer of hope in the wake of the pandemic—proof that even in the darkest times, something meaningful can emerge.

Cheers,

Bethel Beverage