The Tasting Panel magazine

August 2013

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Wines from Israel Get the "Royal" Treatment WITH THE SUPPORT OF ROYAL WINE CORP., THE ISRAELI WINE PRODUCERS ASSOCIATION SEEKS HIGHER PROMINENCE AND BETTER POSITIONING FOR ITS TOP QUALITY IMPORTS PHOTO: ROB BROWN by Elyse Glickman A s fifth-generation wine professional Joshua Greenstein sees it, the best wines you've never heard of or tried come from the fertile soils and exacting winemakers of Israel. The Executive VicePresident of the Israeli Wine Producers Association (www. iwpa.com) is determined to change that status quo. To make buyers and sommeliers understand his message, Greenstein asks them if they like Ben & Jerry's Ice Cream, Lay's Potato Chips and Snapple—all items found at any neighborhood supermarket that just so happen to be certified kosher. Even with the special "k," he points out that these products are in mainstream sections of stores and not the kosher foods section. That said, if a customer is looking for a bottle of Israeli wine, it will be on separate shelf space from the other wines. To move deserving IWPA-member Israeli wines up in the world, he works extensively with Royal Wine Corp., the important kosher wine importer that also owns California's Herzog Wine Cellars, to plan an exhaustive calendar of blind tastings, pairing dinners, presentations and meetings with decision makers from the off- and on-premise sectors. It's Not about Kosher Anymore Joshua Greenstein has his hands full promoting Israeli wine in the U.S. market. "It makes me feel good when I walk out of a store or seminar and people are blown away by the quality and versatility of Israeli wines after having no clue they were produced there," he affirms. "I have numerous wines in the portfolio that have received 90 points or better ratings from Robert Parker International or Wine Spectator. Amazingly enough, these wines are still segregated into retailers' kosher wine sections. This propels me to keep educating sales people, sommeliers, restaurateurs and consumers who will hopefully turn around and educate other people." 128  /  the tasting panel  /  august 2013 TP0813_104-132.indd 128 7/24/13 9:41 PM

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