Middle East specialist Jonathan Sacerdoti has condemned the Co-op's plan to sell Palestinian lager, describing the initiative as "confused and woke" during an appearance on GB News.
He pointed out that the brewery's proprietor is Christian, emphasising that her ability to produce alcoholic beverages exists solely because she operates within the Palestinian Authority rather than under Hamas control.
"The Quran says it's a defilement from Satan," Mr Sacerdoti noted, referring to Islamic teachings on alcohol. He argued that employing beer to advance a political stance regarding Palestine represents "a very confused message from the Co-op."
The expert, who visited the West Bank brewery in 2017, highlighted the contradiction in utilising an alcohol product for political messaging about a region where Islamic extremism poses restrictions on such beverages.
Mr Sacerdoti slammed the Co-op's 'woke' decision
|GB NEWS / PA
The supermarket chain will introduce Sun & Stone lager to 1,600 outlets throughout Britain next month, produced through a partnership between the West Bank's Taybeh Brewing Company and Scottish enterprise Brewgooder.
This development follows a recent member ballot at Co-op that resulted in halting commerce with Israeli enterprises, placing the nation alongside Russia, Iran and Syria on the retailer's embargo roster.
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The decision has generated divided responses, with advocates praising the retailer's "moral courage" whilst critics, among them prominent political figures and the Board of Deputies of British Jews, cautioned that such measures would fail to promote Middle Eastern peace.
Taybeh Brewing, established in 1994 in a village close to Ramallah, holds the distinction of being the Middle East's inaugural microbrewery.
Mr Sacerdoti has spoken to the boss at Taybeh
|YOUTUBE / JONATHAN SACERDOTI
The enterprise currently operates under the leadership of Madees Khoury, recognised as the region's sole female brewmaster, alongside her sibling Canaan.
The family business has encountered numerous obstacles during Israeli occupation, facing border crossing disruptions, regulatory limitations, water supply issues and what the proprietors characterise as intensifying assaults from settlers.
"Things are getting worse, but we're still here, still making beer," Ms Khoury stated, describing current circumstances as the most challenging in recent memory.
Export limitations and increasing expenses have necessitated Scottish production of Sun & Stone, with Brewgooder manufacturing the beverage according to Taybeh's formula.
Revenue from British sales will benefit Taybeh's surrounding community and the Disasters Emergency Committee, which provides assistance in regions affected by conflict, including Gaza.
Mr Sacerdoti joined Alex Armstrong on GB News
|GB NEWS
Co-op chairperson Debbie White stated the collaboration aligns with the cooperative's "long-standing legacy of doing the right thing, supporting Fairtrade and championing ethical sourcing."
Paul Gerrard, who oversees campaigns and policy for the organisation, indicated the project would "support economic stability" whilst delivering "essential funds to those who need it most."
The beverage's designation references the Palestinian territory's hot weather and stony landscape.
Mr Sacerdoti said during his GB News appearance that Co-op's chief executive possesses Palestinian ancestry, though he acknowledged the company's prerogative to make independent commercial choices.
The product becomes available in Co-op branches from 10 September and through Brewgooder's online platform.