16 Friday, August 29, 1980
THE DETROIT JEWISH NEWS
New Image for Israeli Beer—Acceptable
heard of.
In fact, except for wine
JERUSALEM — With during Kidush and a shnaps
each passing day, beer is be- during a wedding or Bar
coming more popular with Mitzva celebration, Jews
Israelis. Yet as recently as a have for the most part
decade ago, an Israeli drink- abstained from imbibing
ing beer \vas virtually un- liquor, including beer, in
By SHOLOM MORGAN
World Zionist Press
t'ait f ij e m at
ih `tt
eligi aJ-e_
1 spaet
YES—to the Jewish , National Fund
JNF land supports the whole Israel
economy — It grows its food — On it
stands Israel's religious, educational
and welfare institutions. A bequest to
Jewish National Fund is a bequest to
the entire Jewish people, linking the
name of the Testator with Israel in
perpetuity.
.1
For information and advice
in strict confidence apply to
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FOUNDATION FOR
JEWISH NATIONAL FUND
F
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Southfield, Mi. 48076
557-6644
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Weiner thinks the grow-
ing popularity of beer in Is-
rael will continue. "Beer is
not a strong drink like
whisky and not as weak as
soda pop. Beer satisfies the
need to grow out of the soft
drink market without being
pushed into hard liquor," he
said.
Weiner maintains that
"Israeli society is becoming
closer to Western patterns
of consumption, one of
which is the consumption of
beer."
Statistically speaking,
climate plays a role in the
amount of beer consumed,
although it is not the sole
criterion. Eilat, for exam-
ple, consumes much beer
because of its hot climate.
Despite the drink's
growing popularity, Is-
rael still ranks among the
lowest in beer consump-
tion in the world. West
Germany's average con-
sumption — the highest
in the world — is 147 litres
per person per year, fol-
lowed by Czekoslovakia
and Australia with 142,
New Zealand with 133,
and Belgium with 130.
Compare these statistics
with Israel's average of
16 litres per year, and it is
not difficult to under-
stand that Israel has a
long way to go to become
a beer country.
In an effort to bolster
foreign as well as domestic
sales, the NBL now employs
a New York public relations
firm to bolster foreign sales.
The NBL and their PR
men have teamed up to pro-
duce a lot more than just
beer and commercials. Be-
cause beer is generally
associated with "close
friends, the weekend,
sports, vacationing and the
entertainment world," ac-
cording to Weiner, the NBL
sponsors many sports ac-
tivities, some of which com-
bine with its advertising
campaign, others indepen-
dent of it.
Tal Brody, an Israeli bas-
ketball star originally from
the U.S., was recently
signed by the NBL to a two-
to three-year contract to
promote a program called
"Come Play Basketball
with Tal Brody." The aim of
the project is to train boys
and girls, aged 9 to 18, in
basketball clinics around
the country. The NBL has
also sponsored the- Tel
Aviv-Maccabee soccer
team, a skydiving team,
tours of the country by
popular singers such as
Shlomo Artzi and similar
projects.
An artist's drawing o
synagogue.
BEERSHEVA — Accord-
ing to Yaacov Agam, a
house of worship should be a
place where one may be
very much alone with God,
although surrounded by
other congregants.
Shaped' like a pyramidal
"tent of the desert," the
synagogue which Agam re-
cently designed for Ben-
Gurion University which is
located in Israel's great
southern desert, will rise to
a height of 210 feet and each
side will be 100 feet long.
The outside walls will be
built of specially treated
colorful stained glass that
will permit the synagogue's.
interior to be suffused with
light without transmitting
any glare or heat. As the
sun moves outside or as one
moves within, the colors of
the glass will appear to
change continuously, sym-
bolizing the "spiritual
miracle of light."
The light entering the
synagogue on the ground
level will also filter down
Eating Rituals Explained
Don't miss this extraordinary opportunity to stock up on famous
maker china and stemware in these popular patterns--
Bisquit
quantity.
"Jews have traditionally
had negative feelings about
all strong drinks," ex-
plained Yossi Weiner, ad-
vertising and public rela-
tions director of the Na-
tional Brewery Ltd. (NBL),
Israel's sole brewery.
"Maybe it goes back to the
time when the image of the
drunken goy (gentile) gave
beer a bad name."
Nevertheless, there can
be no doubt that the
popularity of beer is
growing in Israel, with a
corresponding rise in the
profits of NBL. For the
first 10 months of 1978,
consumption of Mac-
cabee beer increased 78
percent over the same
period in 1977. Imports of
foreign beers fell from 16
to 11 percent. Beer sales
for the NBL were some
11360 million ($12 mil-
lion), and this year the
company will produce
about 450,000 barrels of
beer.
Light Plays a Central Role
in Ben-Gurion U. Synagogue
1111111111111b
By RABBI SAMUEL FOX
(Copyright 1980, JTA, Inc.)
It is customary to dip the
first piece of bread eaten at
a meal in salt. There are two
different ways of observing
this custom. Some dip the
bread in salt and some
sprinkle salt on the first
piece of bread eaten in the
course of the meal.
Some claim that salt is by
nature a preservative. A
meal is one method of
preserving the covenant be-
tween the Almighty and His
people, especially because
benedictions are offered be-
fore and after the meal.
Others claim that the use
of salt converts the. usual
table of food into an altar of
sacrifices and worship. Just
as the Bible (Leviticus 2:13)
required salt to be used
with every sacrifice offered
on the altar, we require salt
to be used at every meal.
There are some who ex-
plain the use of salt in terms
of the Hebrew word for
bread (or food), i.e.,
"lechem," and the Hebrew
word for the act of forgive-
ness (mochal).
This would indicate that
salt flavors the meal (or the
bread) and also signifies the
spirit of unity which re-
_
quires "forgiveness"_ accom-
plished by eating together.
It is required to ritually
wash one's hands before
each meal. Generally
speaking, washing one's
hands in ritual fashion is
indicative of raising one's
perspective in a moral and
religious sense.
Instead of lowering one's
moral or religious perspec-
tive by eating food like an
animal, one raises
spiritual status by washing
his hands.
Ben-Gurion University's
to the community center
Agam has planned for the
lower level. He hopes that
congregants will have the
feeling of spiritual
enlightenment as they
ascend from the commu-
nity center to the
synagogue.
The Torah scrolls will be a
constantly visible presence
inside a transparent prism-
like Ark. Their mantles will
reflect the colors of the out-
side walls through the
prism of the Ark.
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