“Hope in a can”: that’s how the mother of hostage Nimrod Cohen, Vicky, defines the new beer launched this week called “Ach Sheli” which means My Brother.
The production of the beer is an initiative of the families and friends of IDF soldiers who were kidnapped along with hundreds of civilians on October 7, 2023, and are still being held in Gaza—alive or dead. The goal: to raise awareness for the struggle to bring them back; the profits will be donated to the “Brothers for Life” organization that supports wounded IDF soldiers. A package costs 130 shekels and contains eight cans of beer.
“From this pain—and from the desire to connect a young audience to the battle to bring them back—‘Ach Sheli’ beer was born,” Cohen said at the launch event held in partnership with BeerBazaar Brewery, together with the friends and families of Cohen, the late Staff Sergeant Itay Chen, the late Oz Daniel, the late Daniel Peretz and the late Omer Nauta. “No, it’s not just beer. And it’s not joy. It’s hope in a can. It’s a cool drink for a weary soul. It’s a story of brotherhood—among young people, families, friends and community—who from pain created a moment of togetherness, of raising a glass, of an embrace.”
“For nearly a month we brewed it, hoping that by the time it would be ready they would already be home. We tasted, we mixed, we prayed, and in our hearts was only one wish: l'Chaim - to life. To the lives of our children who will return—some to long rehabilitation, some to a proper burial. So from here I call to everyone listening to me—raise your glass to life as well. Not life just, but the lives of those sent to fight, and still there. Waiting for us to bring him home. This is the covenant between the state and its sons—and this covenant must be upheld. Don’t leave them there. Not one more day. Not one more minute. Because 632 days—that’s too long.”
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“Itay fought bravely on October 7," says his mother Hagit. "Since then, Itay’s dog goes with me everywhere. We were told that Itay did not survive, but I find it hard to accept. I still pray, every moment, that maybe they were wrong, that they’ll bring me some physical proof, something tangible. Until then, I continue to pray that he returns alive. And if not—that he will at least receive a proper burial. I want to thank Itay’s friends who are here with us. It’s very difficult to get up each morning to the struggle, and wonder every night if we managed to move something. The answer isn’t always clear, and the support—it’s not a given. Thank you.”
The mother of the killed hostage Oz Daniel, Merav, added: “Even now and throughout the 632 days. Thank you for the embrace and the love. I’m sure all the soldiers feel our energy. Both the living and the fallen. Oz is a fallen captive, but I know he feels our love.”
Or, a friend of captive soldier Nimrod Cohen, added: “Almost two years have passed without knowing what’s happening with Nimrod. He’s a funny person, stubborn when needed, and has a quiet, calming presence. This event was born from a simple but powerful idea—taking the sadness and longing, and turning them into something good. Nimrod, you have no idea how much we miss you, your silly things, your quiet. You’re missed at every gathering. The beer you are all drinking tonight is much more than a beverage—it’s a reminder, it’s a voice. A sign that we are not giving up. We continue to fight.”
Roy, a friend of Oz Daniel,added that: “Without Oz’s smile, without his energy—it all feels different. He always knew how to draw everyone to him. A gifted guitarist who, when he played, changed the air. In high school he’d go onstage, and everyone would wait for him just to start playing. One might think he would join a military band, but he chose to play for the homeland—and he enlisted in armor. I have no doubt that on that cursed Saturday he did everything to defend the home. Despite the grief and sadness, we came here to win. We must continue living, move forward. We continue to fight for the hostages. Oz is still in captivity as a fallen soldier—and we will not rest until he returns.”