‘Sabra’ is the nickname for Jews born in Israel. It comes from the word tsabar, prickly pear cactus, which Spanish explorers found in Mexico and brought back to Europe and from there it spread to the Mediterranean area. Once it took hold in the Land of Israel, it became one of its best-known features appearing in paintings, songs and stories.
Sabra became a name for native-born Israelis starting in the 1930s, initially as an insult given how prickly it is. But by the 1940s, the word became one of endearment, by emphasizing the contrast between the sharp spines on the outside of the plant and the sweet pulp of its fruit. This was the new Israeli: rough on the outside with a sensitive soul.
In 1963, Edgar Bronfman Sr. (1929-2013) set out to apply his background at his family-controlled Seagram liquor conglomerate to develop an identifiably Israeli liqueur and chose Sabra as the name for the new drink. The first batches of Sabra liqueur were made from the cactus fruit which did not appeal to many palates. The product then pivoted to be made from oranges, supplemented by chocolate or coffee in certain lines, and became a successful brand.
The liqueur’s distinct bottle is modelled on an ancient Phoenician wine flask that is in the Tel Aviv Museum. Initially, Sabra was marketed and distributed worldwide by Seagram. Carmel winery purchased the brand in 2003 and it is now being made by Israel’s Binyamina winery.
Of course, Sabra liqueur was just one of Bronfman’s many contributions to Israel and to Jewish life. He was the president of the World Jewish Congress from 1981 to 2007 and a major philanthropist who contributed to many important causes including Hillel (the Hillel at New York University is named for him) and the Bronfman Youth Fellowships in Israel.
“I would like every Jew to be as comfortable in his skin as I am in mine,” Bronfman once said. This is something we should all aspire to, ideally without the need for a shot of Sabra liqueur to give us the confidence.
