{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/69ac5a3cc2eb2fc3ab803a7a?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Exporting Brand Israel w/ Josh Greenstein, IWPA","description":"<p>Even though it has been making wine for nearly 5 millenia, Israel is a wine region still finding its way in modern times.&nbsp; Josh Greenstein, Director of the <a href=\"https://iwpa.com/\" rel=\"noopener noreferrer\" target=\"_blank\">Israeli Wine Producers Association</a> (“IWPA”), is on a mission to promote “Brand Israel,” which is all about new discoveries.&nbsp; From winemaker stories to creating new grape varieties to mimic the descriptions in The Bible, Israel is making its mark on the global wine scene.&nbsp;&nbsp;</p><p><br></p><p>Detailed Show Notes:&nbsp;</p><p><br></p><p>Josh’s background: 5th generation in the wine business, including NY liquor stores and distribution</p><p><br></p><p>Israeli Wine Producers Association overview</p><ul><li>~40 wineries (of 450 total) are members</li><li>Mission is to promote “Brand Israel”</li><li>Founded by the Herzog family, of importer Royal Wine Corp</li><li>Funded by the wineries and Royal Wine Corp</li></ul><p>Israeli wine overview</p><ul><li>Making wine for ~5,000 years</li><li>Wines were exported to the Romans</li><li>Growing Israeli food scene has helped</li><li>Grape varieties: Cabernet Sauvignon, Chardonnay, many others including ancient grapes and new grapes, e.g. - Argaman, a genetically engineered crossing of Carignan and Souzao, designed to have a “crimson” color as referenced in The Bible</li><li>Climate: lots of micro-climates, Mediterranean climate, lots of farming</li><li>Soil types: varied, including volcanic, terra rosa, limestone</li><li>Tends to be tech forward in farming and winemaking practices</li></ul><p>Wine consumption in Israel</p><ul><li>Growing, consume most of domestically produced wine</li><li>Big use for religious purposes</li><li>Created wine tourism industry to grow wine knowledge in the country</li><li>US is #1 export market by far, majority in the NE (top markets - NY, NJ, Miami (fastest growing), LA, Chicago, TX); followed by Canada, Europe, South America</li></ul><p>Total Wine has an Israeli wine section different from Kosher section</p><p>“Brand Israel”</p><ul><li>About discovery, stories of the wineries and something different</li><li>Good QPR</li><li>Connects to multiple religions (e.g. - Easter is a large wine consumption event and Easter is about Israel)</li><li>People often respond saying “Israel makes wine?” (e.g. - at South Beach Food &amp; Wine)</li></ul><p>All wines in the group are kosher, but kosher is not the focus, just a beneficial attribute</p><p>Judaism has lots of holiday and events with wine integrated (e.g. - Shabbat)</p><p>Majority of Israeli wine sales in the US are off-premise, trying to push more on-premise</p><p>Israeli politics can go both ways, some people don’t buy and others want to support</p><p><br></p>","author_name":"Robert Vernick, Peter Yeung"}