Spreading Israeli Wine Globally w/ Victor Schoenfeld & Walter Whyte, Golan Heights Winery

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 1991Walter Whyte - managed officers’ clubs in the military and learned about wineGolan Heights Winery (“GH”) backgroundFounded 1983 to export wine of high quality26% 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 CabernetZelma Long, former consultantPrice points range from $15 (Mt Hermon) - Yarden Cab ($50) - $80+ - $1,000 (Cru Elite)Manage 40% of vineyards (to increase), rest on long-term contracts500 vineyard blocks, harvested & vinified separatelyHas two propagation vineyards and a nurseryIsraeli wine historyJournal of Science (2023) - identified two winegrape domestication events 11,000 years ago - Caucasus (Georgia) and Western Asia (Israel)Discovered ~30 ancient wine artifactsGolan Heights is the coolest climate region in IsraelMuslim rule 738 - WWI - old varieties died outIsraeli war impactsMinimal grape growing impacts (1 missile fell on vineyard), but emotionally challengingSupport in the US for Israeli wine, reduction in sales in Europe after Oct 7, 2023 eventsIsraeli wine marketGH demand > supply in IsraelPer capita consumption is low; a large segment does not drink due to religionThe food scene has exploded in the last 20 years, but many restaurants do not serve Israeli wineTop 5 markets - US, Canada, Europe, Far East (Japan)Top US markets - NY, NJ, CT, FL, TX, IL, CAHistorically, wines went to religious markets, expanding into secularinternationally marketed as high quality, not as kosher; Angelo Gaja distributes in ItalyDifferentiating GH“Oldest new world winery in existence”Marketing messages: World-class wine, kosher, then from IsraelHigh elevation, volcanic soils on 33rd parallel (Etna is 37th)MarketingGrass roots, get people to taste the wineActive in Jewish organizations, ads in Jewish publications, tasting events sponsored by Jewish groupsStrong presence in Kosher wine storesAll GH wines are kosher2 types - Mevushal (cooked/pasteurized) - required for some, esp Kosher restaurants (catering, weddings, bar mitzvahs); Non-mevushalMany wineries do bothEverything used in winemaking needs to be certified kosher (e.g., yeast)Can’t use things like isinglassGH's whole facility is kosher“Could double business if made mevushal,” but will not to maintain qualityFood and wine pairing is not typical. Traditional Middle Eastern cuisine, “mezze,” has a lot of different flavors at oncePassover dinner is coursed, and every adult must drink four glasses of wine (or grape juice)Yarden Cru Elite - $2,000 per pair265 pairs related, including NFT, sold directly from wineryCelebrate the 40th anniversary with collectorsCabernet Sauvignon, single vineyard, single block, two single barrelsLaunched at an Israeli restaurant in Singapore Hosted on Acast. See acast.com/privacy for more information.