In the 1980s Maccabee beer dominated the Israeli beer market and was considered one of the symbols of young Israel. Today, it is popular only with tourists - who want to drink a local brew – and is mostly sold in Eilat. The Israeli beer-lover crowd, on the other hand, prefers the amber-colored Goldstar beer, also an Israeli brew.
As a result, manufacturers Tempo have decided to stop investing in advertising and marketing.
Tempo's CEO Rafi Bahrav said that "we will have to decide what to do with Maccabee. We are not thinking about ending production because it still has a market share of 10 percent."
Bahrav added that "we will have to figure out who is our target audience – tourists only or a niche crowd – and then make a decision."
Simultaneously, Tempo is exploring the option of exporting Goldstar beer. "Why are foreign beers sold in Israel and not vice versa?" Bahrav asked.
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