Parallel Import of Breezer Cuts Prices by Up to 58% in Israeli Retail Battle
In recent weeks, Israeli retail chains have engaged in intense price competition over Breezer, a ready-to-drink alcoholic beverage based on rum and fruit juice with 4%-5% alcohol. Yohananof led the trend by introducing parallel imports from Europe, selling Breezer at 27% below its usual price and up to 58% cheaper than the highest market price. Typically, a 275 ml bottle sells for 16-17 shekels in supermarkets and around 20 shekels in convenience stores, but Yohananof now offers it for just 9.90 shekels, with promotions such as three bottles for 25 shekels in Yohananof, Osher Ad, and Rami Levy stores.
This aggressive pricing forced competitors to respond with their own discounts. Osher Ad improved its summer promotions, and Rami Levy also joined the price war. The parallel import surge began when Yohananof imported five containers of popular flavors like watermelon and pineapple, which make up about half the category. This influx revived the 3-for-25 shekel deal, previously common only years ago. Industry insiders noted that prices had risen by 50% over the past few years, but parallel imports have pressured the market downward.
Despite initial rumors questioning the kosher certification of the parallel imports, checks confirmed they hold Mehadrin certification from Belz and other rabbinical authorities. Parallel imports have also expanded to other alcoholic beverages such as Carlsberg and Heineken beers, as well as vodka brands like Finlandia and Grey Goose, all sold with proper certification.
The price war has extended beyond Breezer to other product categories including deodorants, coffee, and snacks, with parallel imports appearing in chains like Victory, Shufersal, and Osher Ad. Overall, Breezer prices have dropped by 3%-7% in many chains compared to July 2025, with Carrefour seeing a 7% price cut and other retailers offering similar discounts. However, some stores like Volt Market reported price increases of up to 20%. Official importers Tempo and Yohananof did not respond to requests for comment.
The parallel import phenomenon is currently driving significant price reductions in the Israeli alcoholic beverage market, though concerns remain about the sustainability of supply since parallel imports can be sporadic. Retailers are leveraging this to demand discounts from official importers, intensifying competition across the sector.
