Soft drink maker Tempo has removed the word "beer" from the name of its non-alcoholic Nesher Malt drink - traditionally known as "black beer" - as part of a campaign to re-brand it as a health drink, the company said Monday.
Nesher Malt now also will be sold in a transparent bottle and its label will provide nutritional information on the presence of vitamins, minerals, antioxidants and calcium in the drink. Tempo will also begin selling "Diet Nesher Malt" alongside the original variety. Tempo holds about 70% of Israel's black beer market, estimated at NIS 70 million yearly. Nesher Malt itself accounts for about half of black beer sales in Israel.