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Fizz ed: The Brooklyn Seltzer Museum tells the fascinating history of ‘Jewish champagne’

(New York Jewish Week) — On a recent Sunday in Brooklyn, some 100 people, mostly families, gathered for a Hanukkah party that offered something a bit different than the typical latkes and games of dreidel. Instead, there was a factory tour, instructions on how to manufacture a classic seltzer bottle and freshly-made egg creams.
That’s because this particular holiday party took place at Brooklyn Seltzer Boys, the last remaining seltzer factory in New York City. The bustling seltzer works, which makes the so-called “Jewish champagne” the old-fashioned way, is located in the Cypress Hills neighborhood on the border with Queens and is also home to the Brooklyn Seltzer Museum.
“This is New York history, Brooklyn history, Jewish history,” fourth-generation “seltzer boy” Alex Gomberg, 36, told the New York Jewish Week.
The museum tells the 2,500-year-old history of seltzer, from the first mentions of carbonated water in Ancient Greece through the mass production and sale of seltzer in the modern day. The museum also focuses on seltzer’s significance in New York City and its Jewish community, detailing how seltzer took the city by storm. The narrative hones in specifically on the history of the Gomberg family, who established their seltzer business in 1953 as Gomberg Seltzer Works.
“We wanted to promote that we’re here and that we’re still going — we want to bring people’s attention here,” Gomberg said about incorporating a museum into his family’s seltzer factory. “We want to bring people to come see the old machinery. It’s a working factory, but people can walk in and they can read about the history and see how our current machinery works and how the bottles are fixed and filled.”
Seltzer first came to this country from German and Russian immigrants who had enjoyed the bottled beverage back home. New York City, the largest hub of Jewish immigration, had a large supply of aqueduct-fed water for entrepreneurial seltzer men to pull from. As The New York Times reported in the spring, “many Eastern European Jews who enjoyed seltzer overseas began making, delivering and selling it in the early 1900s, largely on the Lower East Side.”
Seltzer’s popularity took off in part because many of the neighborhood’s tenements were not connected to the city’s clean tap water stream. Jewish immigrants, among others, were faced with the option of drinking polluted water or purchasing seltzer.
By the end of World War II, most Americans moved away from seltzer in favor of sodas from distinctly American brands. But, like rye bread, pastrami and bagels, seltzer’s popularity among Ashkenazi households has endured.
Seltzer expert Barry Joseph, left, and fourth-generation “seltzer man” Alex Gomberg at the entrance to the Brooklyn Seltzer Museum. (Courtesy of the Brooklyn Seltzer Museum)
At the seltzer museum — which is typically open by reservation to the public on Fridays, and one Saturday each month — visitors learn how seltzer is made the old-fashioned way. Brooklyn Seltzer Boys takes New York City tap water that has been triple filtered through layers of sand, charcoal and paper, and then, using a century-old carbonator, the 43-degree water is fizzed up with carbon dioxide. The bubbly delight is then pumped into glass bottles — most of which were hand-blown in Austria and Czechoslovakia in the 1800s — and then crated for delivery. The result is a beverage with bite that makes Brooklyn Seltzer punchier than its mass market competitors like La Croix and Polar.
In addition to videos, displays, and 3-D models that provide an inside look at the 100-year-old machines used by the seltzer works, the museum has a “siphon station” where visitors are encouraged to “feel the spritz” — the museum’s phrase — by holding an old-school siphon and spritzing the seltzer directly into their mouths.
It’s precisely this type of experience that attracted self-proclaimed “Seltzer King” Jon Posen, who runs Instagram and TikTok accounts in which he reviews different seltzer brands, to the Hanukkah event at the seltzer works. “Alex Gomberg has been in the [New York] Times every few years saying good seltzer should hurt, which is my personal philosophy as well,” Posen told the New York Jewish Week. As someone who grew up with seltzer delivery, he added, he was most excited about using a seltzer siphon once again.
As it happens, delivery was once the foundation of the Gomberg family’s seltzer business. Alex Gomberg’s great-grandfather, Moe Gomberg, was originally in the seltzer delivery business but transitioned to filling bottles for seltzer men.
Around a decade ago, Alex Gomberg had the idea to restart the seltzer-delivery service, and in 2020, when faced with declining sales, he kicked off a new marketing campaign. “During the pandemic, people wanted home delivery of anything and everything and we didn’t have to reinvent the wheel — this is what we’ve been doing for many, many years,” he said.
It was an inspired move: Brooklyn Seltzer Boys now boasts some 600 customers (both restaurants and residences) as well as a waiting list of 300. “People are coming back to this old seltzer because it’s cool, it’s retro, it’s the original way that seltzer was bottled and the taste is great,” Gomberg said.
In 2020, the business relocated from their original location in Canarsie, Brooklyn, to a larger space in Cypress Hills. It was then that the idea to establish a museum was born, a project that Gomberg collaborated on with seltzer expert Barry Joseph, the author of “Seltzertopia.”
A baby enjoys here visit to the Brooklyn Seltzer Museum. (Courtesy of the Brooklyn Seltzer Museum)
The museum, said Joseph, employs “very different ways of exploring how we can use the tools of a museum to tell the story of seltzer, and tell that story in a physical place that’s literally mapped on top of an active working seltzer works.”
At the Hanukkah party, visitors were able to drink unlimited seltzer, do a factory-wide scavenger hunt and play seltzer cornhole. Among the revelers were married couple Dasha and David, who declined to give their last names and who had brought their two young sons with them. “The whole experience here brings nostalgia,” Dasha said.
While Dasha’s comment may be true for many, Gomberg’s thoughts are on the present as well as the future. In fact, if the father of two sons and a daughter gets his way, the Brooklyn Seltzer Boys may eventually need a name change: He hopes the family business will extend to a fifth generation, possibly bringing his daughter on board, too.
“Seltzer is a part of us, it’s what we do,” Gomberg said. “I say I got seltzer in my blood and my veins. It’s who we are as Gombergs. We’re gonna keep going as long as we can.”
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The post Fizz ed: The Brooklyn Seltzer Museum tells the fascinating history of ‘Jewish champagne’ appeared first on Jewish Telegraphic Agency.
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Iran Says Eight Arrested for Suspected Links to Israel’s Mossad Spy Agency

The Mossad recruitment ad. Photo: Screenshot.
Iran’s Revolutionary Guards said on Saturday they had arrested eight people suspected of trying to transmit the coordinates of sensitive sites and details about senior military figures to Israel’s Mossad, Iranian state media reported.
They are accused of having provided the information to the Mossad spy agency during Israel’s air war on Iran in June, when it attacked Iranian nuclear facilities and killed top military commanders as well as civilians in the worst blow to the Islamic Republic since the 1980s war with Iraq.
Iran retaliated with barrages of missiles on Israeli military sites, infrastructure and cities. The United States entered the war on June 22 with strikes on Iranian nuclear facilities.
A Guards statement alleged that the suspects had received specialized training from Mossad via online platforms. It said they were apprehended in northeastern Iran before carrying out their plans, and that materials for making launchers, bombs, explosives and booby traps had been seized.
State media reported earlier this month that Iranian police had arrested as many as 21,000 “suspects” during the 12-day war with Israel, though they did not say what these people had been suspected of doing.
Security forces conducted a campaign of widespread arrests and also stepped up their street presence during the brief war that ended in a US-brokered ceasefire.
Iran has executed at least eight people in recent months, including nuclear scientist Rouzbeh Vadi, hanged on August 9 for passing information to Israel about another scientist killed in Israeli airstrikes.
Human rights groups say Iran uses espionage charges and fast-tracked executions as tools for broader political repression.
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Body of Idan Shtivi, Murdered on Oct. 7, Retrieved from Gaza in Special IDF Operation

Idan Shtivi. Photo: Courtesy of the family
i24 News – The body of Idan Shtivi, a 28-year-old murdered by Palestinian jihadists at the Nova music festival on October 7, 2023, was recovered in a joint operation by the IDF and Shin Bet in central Gaza, it was cleared for publication on Saturday.
Shtivi’s remains were returned to Israel alongside the body of Ilan Weiss, another hostage killed during the October 7 massacre.
“Idan Shtivi was abducted from the Tel Gama area and brutally murdered by Hamas terrorists after acting to rescue and evacuate others from the Nova music festival on October 7th, 2023. He was 28 years old at the time of his death,” read an IDF press release.
“Following an identification process conducted at the National Center for Forensic Medicine, along with the Israel Police and the Military Rabbinate, the Hostages and Missing Persons Headquarters notified his family.”
Prime Minister Benjamin Netanyahu said Shviti “was a gifted student of sustainability and governance, and a courageous individual” who acted heroically on October 7, helping others flee.
“He was killed in the process and his body was abducted to Gaza by Hamas. My wife and I send our heartfelt condolences to the Shtivi family. So far, 207 hostages have been returned, 148 of them alive. We will continue to act tirelessly and decisively to bring back all our hostages—living and deceased.”
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Woman Stabbed at Ottawa Grocery Store in Latest Antisemitic Attack

A social media post by the alleged attacker, Joseph Rooke of Cornwall, Ontario. Photo: Screenshot via i24
i24 News – The stabbing of a Jewish woman at an Ottawa grocery by a man with a long history of antisemitic posts on social media, the latest antisemitic hate crime in Canada, sparked outrage and prompted condemnation from officials including the prime minister.
Both the victim and the attacker are in their 70s. The woman is reportedly in serious condition.
The suspect was identified as Joseph Rooke, who has authored a series of lengthy rambling screeds on social media, ranting against Israel and Jews.
“Judaism is the world’s oldest cult,” he writes in one post, going on to say “over time jews have become insidious in governments, businesses, media conglomerates, and educational institutions in order to do what they do better than anyone else. Jews are the world’s masters of propaganda, gaslighting, demonization, demagoguery, and outright lying. Using their collective wealth they have become masters of reprisal.”
“I am under no obligation whatsoever, legal, moral, or otherwise, to like jews and I do not. If that means I meet the jewish definition of an anti-semite, so be it.”
Canada has seen a steep spike in antisemitic attacks over the past two years, including a recent incident in Montreal where a Hasidic Jew was beaten in front on his children.
After Prime Minister Mark Carney condemned the incident, many, including former Israel’s ambassador the US Michael Oren, pointed out that Carney’s rhetoric and policies contribute to the increasing insecurity of Canada’s Jewish community through uncritical embrace of outrageous and easily disprovable allegations that Israel and its supporters were guilty of the worst crimes against humanity.