The Tasting Panel magazine

August 2013

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Greenstein has a solid resumé that he says enabled him to become laser-focused on raising the profile of Israel's wine industry. He came of age working in liquor stores, under his father's wing, before expanding his knowledge and skills with Charmer-Sunbelt, Gallo and W. J. Deutsch & Sons. However, he says nothing has been more satisfying than dedicating the last two years to bringing out the best in Israeli wines and getting word of mouth about them going in his role with the IWPA, which has been growing steadily thanks to Greenstein's entrepreneurial mindset. "There are numerous organizations—Wines of Rioja, Wines of Chile, Wines of Bordeaux, Zinfandel Advocates & Producers in California and so on—representing very geographically specific production areas," he explains. "Until two years ago, Israel never had anything like this. Fortunately for us, we had a group of wines imported to the U.S. and we approached all of them about the opportunity to have a representative—me—go around the U.S. on a daily basis to connect with decision-makers and talk about one thing: Israeli. We're now up to 19 labels." Greenstein's workday involves checking in with his wineries collectively and individually, and then coordinating promotional efforts with importer Royal Wine Corp. and local distributors in all 50 states, such as Southern Wine & Spirits in California. He then develops programs with a variety of restaurants and stores interested in carrying the products. To keep the word of mouth flowing, he also coordinates with organizations both Jewish and non-Jewish, with meeting planners and with restaurants to produce pairing and tasting events. Standard-Bearing Wines Royal Wine Corp. spokesperson David Whittemore is very enthusiastic about Greenstein's tireless efforts to make people think a touch less about the kosher certification and more about the fact that his company and the IWPA are behind wines that can complete on a global scale. "Royal Wine Corp. is about going everywhere in the world where great wines are produced, and bringing them to the United States," says Whittemore. "Right now, amazing, standardbearing wines are being produced in Israel. Although this is not widely reported in the trade press, Robert Parker's recent glowing reviews not withstanding, the microclimates and winemakers of Israel make this region an ideal place to produce a great wines and a great range of wines." "I always stay away from the 'k' word as much as possible so people can focus on the wine and wineries," states Greenstein. "I want my clients to remember the majority of the wine coming out of Israel is kosher, but the majority of wineries themselves are not kosher facilities. There are 300 wineries in Israel; the majority of them are not kosher, but the majority of total production is kosher. Another critical thing about my efforts is that people from all kinds of backgrounds with different palates want to taste new stuff. While they gravitate toward sampling wines they know, they need a little bit of instruction and education to be prompted to taste Israeli products. What I have found, time and again, is that they are blown away by the Israeli wines in terms of their quality and value." The IWPA represents about 70% of the Israeli wine currently being imported into the U.S. The organization is open to all Israeli wineries who want to participate. Israel's Ready-for-Prime-Time Wines Elyse Glickman's tasting notes on a selection of Israeli wines rated 90 points and up in the international press and available through Royal Wine Corp. Barkan 2011 Classic Pinot Noir Mitzpe Ramon, , Negev Desert, Israel (SRP $12) Smooth on the palate, with berry aromas and black cherry flavor notes that make it ideal for veal and salmon dishes. Binyamina 2012 Reserve Carignan, Lower Galilee, Israel (SRP $20) Ripe plum, white pepper, vanilla and flowers—a complex blend excellent with lamb, duck dishes, Mediterranean dishes and hard, ripe cheeses. Psagot 2010 Edom, Jerusalem Hills, Israel (SRP $32) Berries, black currants and oriental spices that pair well with stews, roasted meats and robust, tomato-based pasta dishes. 57% Cabernet Sauvignon, 22% Petit Verdot, 14% Cabernet Franc, 5% Merlot. Shiloh 2010 Secret Reserve Cabernet Sauvignon, Judean Hills, Israel (SRP $36) Selected grapes from Shiloh's top-tier vineyards. It has a rich nose of tobacco and must, intense stone fruit and black plum flavors and pairs with stews, roasted meats and aged cheeses. Domaine du Castel Petit Castel, Judean Hills, Israel (SRP $46) Notes of wild berries, spices, herbs and cedar achieved through aging for 16 months in 100% new French oak by Seguin Moreau of Cognac. 50% Cabernet Sauvignon, 45% Merlot, 5% Petit Verdot. Yatir Forest 2009 Judean Hills, Israel (SRP $80) Blackcurrant and Mediterranean herbs with a clean and elegant finish. Pairs with roast lamb, entrecote steak and aged cheddar. 49% Cabernet Sauvignon, 41% Petit Verdot, 10% Merlot. august 2013  /  the tasting panel  /  129 TP0813_104-132.indd 129 7/24/13 9:41 PM

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