‘Wines of Israel’ truly got underway with a well-attended event at Union Park Events in Manhattan, which showcased Israeli wine and cuisine. The wineries themselves reported that the event was a great success. There was an open tasting for the general public, a separate tasting for trade and media, a panel discussion and master class seminar led by a famous sommelier. Nearly 700 people visited, tasted a wide range of wines and it was most gratifying that many were exposed to Israeli wines for the first time ever. This is swiftly being followed up events in Philadelphia, Boston and Chicago.
The program has been launched by the Export Institute in partnership with The Ministry of the Economy, Ministry of Agriculture, the Wines & Grapes Board, and, last but not least, the wineries. The funding will amount to a million dollars a year, of which the government will put forward two dollars to every dollar provided by the wineries.
The Israel Export Institute should be congratulated for getting the project underway. It took five years of talking, planning and cajoling to procure the funds and encourage the wineries to invest in Brand Israel. Israeli wineries have been noticeably reticent about working together in the past. Previous efforts to create a consortium have usually fallen due to the misgivings of the wineries themselves. However, this time all the work and effort was successful. The Wines of Israel group is made of no less than 27 wineries. Included are wineries of all sizes, from some of the largest in Israel to some small boutique wineries.
All the ‘Wines of Israel’ activities are monitored by a committee of the wineries themselves. They oversee the program, activities, the budget and check that their objectives are being met. Those sitting on the committee were voted on by the wineries themselves and both large and small wineries are represented.
The ‘Wines of Israel’ program is being managed in the USA by Colangelo & Partners, with offices in New York and San Francisco. Their expertise is well-known to those in the wine trade. They are specialists in food, wines and spirits in the arenas of branding, press relations, event marketing, trade relations and digital marketing. They have also represented major wine producing countries, such as Spain and smaller countries like Greece, where the challenges are similar to Israel. They were selected after exhaustive vetting by the committee of wineries chaired by the Export Institute. Colangelo have organized a program of events and an extensive campaign on social media to appeal to the American market. Over 50% of Israel wine exports go to America. It is the country with the largest sales and arguably the greatest potential.
The wineries making up ‘Wines of Israel are varied. They represent both large and small wineries and a wide range of wine styles from a number of different regions. They are listed below.
Good luck from www.wines-israel.com !!!