In the heart of London, Gaza Cola is making waves as a drink with a purpose, offering consumers an “apartheid-free” and “genocide-free” alternative to mainstream cola brands. Launched by activist and entrepreneur Osama Qashoo, the beverage is more than a drink—it’s a statement against oppression and a rallying point for those supporting Palestinian freedom.
A Beverage with a Mission
Gaza Cola, adorned with the colors of the Palestinian flag and Arabic artwork, is crafted to symbolize resistance and solidarity. Qashoo, a Palestinian activist and founder of several movements challenging the Israeli occupation, created the cola in November 2023. His aim was to provide a guilt-free alternative to brands accused of supporting Israeli military actions in Gaza.
“This isn’t just cola; it’s the real taste of freedom,” Qashoo says. The product represents his vision for “trade, not aid,” promoting economic empowerment while raising awareness about Palestine.
A History of Activism
Qashoo’s journey to creating Gaza Cola is deeply rooted in activism. Forced to flee Palestine in 2003 after organizing peaceful protests, he became a refugee in the UK and later a filmmaker. His projects, including the award-winning A Palestinian Journey trilogy, amplified Palestinian stories.
In 2007, he co-founded the Free Gaza Movement, which aimed to challenge the blockade on Gaza. His activism often came at great personal cost—he faced arrest, torture, and the loss of his cameraman during the Gaza Freedom Flotilla mission in 2010.
Today, Qashoo channels his activism through entrepreneurship. His restaurants in London, serving Palestinian and Lebanese cuisine, now stock the new Cola, aligning his culinary business with his cause.
Building a Boycott Movement
The all new Cola is part of a larger movement to boycott brands perceived as complicit in Israeli policies. Qashoo emphasizes that hitting corporations financially forces them to reconsider their practices. Gaza Cola has already sold 500,000 cans through Qashoo’s restaurants and online retailers, despite challenges in securing broader distribution.
The drink is priced higher than mainstream brands, with proceeds directed towards rebuilding the maternity ward at Gaza’s al-Karama Hospital. “Every can sold supports the Palestinian cause,” says Qashoo.
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Global Impact of Boycotts
Gaza Cola isn’t alone in its mission. Similar initiatives, such as Sweden’s Palestine Drinks and Jordan’s Matrix Cola, are gaining traction. These alternatives have sparked conversations about consumer responsibility and the power of boycotts.
Experts like Jeff Handmaker, a professor at Erasmus University, argue that such campaigns are not solely about financial impact but about raising awareness. The all new Cola’s bold branding and message achieve this goal, reminding consumers of the ongoing struggles in Palestine.
Looking Ahead
Despite initial challenges, Qashoo remains determined. He plans to introduce a fizzier version of Gaza Cola while expanding its reach. For him, the drink is more than a product—it’s a tool to ensure the world doesn’t forget Palestine’s decades-long struggle.
“Every sip of Gaza Cola is a reminder,” Qashoo says. “A reminder of resistance, freedom, and the enduring spirit of Palestine.”
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