Though one of the oldest wine-growing regions in the world, Israel is still exploring its potential after Muslim rule after World War I. Victor Schoenfeld, Head Winemaker, and Walter Whyte, VP of Sales for Yarden Imports, explain how Golan Heights Winery has set the bar for the quality of Israeli wine and spreads its wines globally, both within the Jewish community and beyond.
Detailed Show Notes:
Victor Schoenfeld - CA native, went to UC Davis, recruited to Golan Heights Winery in 1991
Walter Whyte - managed officers’ clubs in the military and learned about wine
Golan Heights Winery (“GH”) background
- Founded 1983 to export wine of high quality
- 26% exported today (production to increase 30%, primarily for export)
- NE Israel, Syrian border, 33rd parallel (like San Diego)
- Volcanic plateau, Mediterranean climate, high elevation (1,200-4,000 ft)
- 19 varietals, known for traditional method sparkling, Yarden Cabernet
- Zelma Long, former consultant
- Price points range from $15 (Mt Hermon) - Yarden Cab ($50) - $80+ - $1,000 (Cru Elite)
- Manage 40% of vineyards (to increase), rest on long-term contracts
- 500 vineyard blocks, harvested & vinified separately
- Has two propagation vineyards and a nursery
Israeli wine history
- Journal of Science (2023) - identified two winegrape domestication events 11,000 years ago - Caucasus (Georgia) and Western Asia (Israel)
- Discovered ~30 ancient wine artifacts
- Golan Heights is the coolest climate region in Israel
- Muslim rule 738 - WWI - old varieties died out
Israeli war impacts
- Minimal grape growing impacts (1 missile fell on vineyard), but emotionally challenging
- Support in the US for Israeli wine, reduction in sales in Europe after Oct 7, 2023 events
Israeli wine market
- GH demand > supply in Israel
- Per capita consumption is low; a large segment does not drink due to religion
- The food scene has exploded in the last 20 years, but many restaurants do not serve Israeli wine
- Top 5 markets - US, Canada, Europe, Far East (Japan)
- Top US markets - NY, NJ, CT, FL, TX, IL, CA
- Historically, wines went to religious markets, expanding into secular
- internationally marketed as high quality, not as kosher; Angelo Gaja distributes in Italy
Differentiating GH
- “Oldest new world winery in existence”
- Marketing messages: World-class wine, kosher, then from Israel
- High elevation, volcanic soils on 33rd parallel (Etna is 37th)
Marketing
- Grass roots, get people to taste the wine
- Active in Jewish organizations, ads in Jewish publications, tasting events sponsored by Jewish groups
- Strong presence in Kosher wine stores
All GH wines are kosher
- 2 types - Mevushal (cooked/pasteurized) - required for some, esp Kosher restaurants (catering, weddings, bar mitzvahs); Non-mevushal
- Many wineries do both
- Everything used in winemaking needs to be certified kosher (e.g., yeast)
- Can’t use things like isinglass
- GH's whole facility is kosher
- “Could double business if made mevushal,” but will not to maintain quality
Food and wine pairing is not typical. Traditional Middle Eastern cuisine, “mezze,” has a lot of different flavors at once
Passover dinner is coursed, and every adult must drink four glasses of wine (or grape juice)
Yarden Cru Elite - $2,000 per pair
- 265 pairs related, including NFT, sold directly from winery
- Celebrate the 40th anniversary with collectors
- Cabernet Sauvignon, single vineyard, single block, two single barrels
- Launched at an Israeli restaurant in Singapore
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