August 27, 2025 • 40 mins
Send a Text Message to The Kosher Terroir
The pop of a cork, the swirl in the glass, the scent of fruit, earth, and time captured in a single sip—wine has been the centerpiece of Jewish tradition for millennia. Yet something remarkable has happened in our lifetime: kosher wine has transformed from sweet ritual necessity to world-class luxury, collecting international medals and commanding respect from the most discerning palates.
This transformation couldn't come at a more paradoxical moment. While kosher wines reach unprecedented heights of quality and prestige, global wine consumption is plummeting. From France to America, younger generations are turning away from wine entirely, opting instead for craft cocktails, premium spirits, and botanical beverages that deliver instant gratification without wine's perceived complexity.
For kosher wine producers who have spent decades elevating their craft, this cultural shift presents an existential challenge. The industry must now balance tradition with innovation, finding ways to make wine feel relevant to a generation raised on customization, immediacy, and visual storytelling.
From new formats and accessible language to collaborative experiences that highlight wine's unique ability to connect us to place and time, the future remains bright for those willing to rethink what luxury means in a rapidly changing world.
Subscribe to The Kosher Terroir for weekly deep dives into the intersection of wine, tradition, and contemporary culture—because wine, like identity itself, is constantly evolving while staying rooted in what matters most.
www.TheKosherTerroir.com
+972-58-731-1567
+1212-999-4444
TheKosherTerroir@gmail.com
Link to Join “The Kosher Terroir” WhatsApp Chat
https://chat.whatsapp.com/EHmgm2u5lQW9VMzhnoM7C9
Thursdays 6:30pm Eastern Time on the NSN Network and the NSN App
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
S. Simon Jacob (00:09):
Welcome to The Kosher Terroir.
I'm Simon Jacob, your host forthis episode from Jerusalem.
From the days when kosher winewas poured as a sweet ritual sip
to the present where luxurybottles commend prestige and
admiration at the table.
This is a story oftransformation.
(00:31):
In this episode of The KosherTerroir, we dive into how kosher
wine broke free of itssacramental pigeonhole to stand
shoulder to shoulder with theworld's finest vintages.
Along the way, we'll unravelthe truth behind shifting
(00:51):
drinking trends and decliningwine consumption.
If you're riding in your car,please pay attention to the road
ahead.
If you're home relaxing, pleasepop open a bottle of kosher
wine.
Sit back and enjoy this episodetitled From Sacrament to
Statement the Evolution ofKosher Wine and the Rise of the
(01:14):
Modern Drinker.
There's something almost sacredabout the pop of a cork, the
swirl in a glass, the scent offruit, earth and time captured
in a single sip.
But not so long ago, especiallyin Jewish households, wine
wasn't about notes of blackberryor tannin structure.
(01:36):
It was about fulfilling amitzvah.
The wine was sweet, red andusually not very good.
Kosher wine was a bottle oftradition, not taste.
A few years ago I was in a shulkiddush when somebody no joke
uncorked a 1986, chateau Lafitte, rothschild yes, at a kiddush
(02:03):
with egg salad.
I asked him if he wascelebrating something.
Nah, he said it's just thatgood wine shouldn't have to wait
for a special occasion.
That moment stuck with mebecause kosher wine, once
relegated to sticky, sweetbottles nobody really wanted to
drink, has now become somethingpeople share, collect and even
(02:27):
revere.
But while kosher wine has riddento the top shelf, the rest of
the world's relationship withwine is getting a little shaky.
Fast forward to today and we'rein the midst of a fascinating
transformation.
And we're in the midst of afascinating transformation.
Kosher wines are winninginternational medals, headlining
(02:49):
at Michelin-starred restaurantsand fetching prices once
reserved for Bordeaux, firstgrowths.
The kosher wine world hasentered a new era, an era of
(03:10):
ambition, artistry and, yes,luxury.
But as kosher wine ascends inquality and reputation,
something else is happening inthe background.
Globally, wine consumption isdeclining, and this is not just
slightly.
It's a trend that's rattlingthe industry.
France, italy, the UnitedStates and the UK all seeing
(03:30):
dips, especially among youngergenerations.
Wine, it seems, is becomingless relevant to the modern
drinker.
Now some say the reason ishealth.
After all, we've gone from theFrench paradox in the 1990s,
where red wine was practicallyprescribed as a health food to
(03:51):
today's, more sober headlinesthat suggest any amount of
alcohol may pose risks.
But if it were just abouthealth, why are younger drinkers
turning not to water or juicebut to cocktails, spirits,
tequila, vermouth, canned hardseltzers and wild berry flavors
(04:14):
with 12% alcohol?
Clearly the story is a bit morecomplicated.
In this episode of the KosherTerroir, we're pulling back the
cork on that story.
We're exploring how the kosherwine industry evolved from a
sacramental afterthought tocollectible showpiece and
(04:36):
whether it can hold itsrelevance in a world that seems
more interested in espresso,martinis and mezcal negronis
than in Burgundy or Bordeaux.
We'll look at what's reallybehind the wine world's
generational rift, the economicsthat favor cocktails and what
(04:56):
kosher wineries must do now tostay relevant, not just ritually
but culturally.
Because here's the tensionKosher wine has never been
better, but the drinking habitsof the next generation have
never looked more different.
So how do you preserve the soulof tradition while evolving
(05:19):
with the times?
That's the story we're about totell.
Ask someone what kosher wineused to taste like, and chances
are they'll say two things sweetand forgettable For generations
.
Kosher wine was utilitarian.
It was there to fulfill halakha, not to make you pause and
(05:43):
savor.
It didn't matter what grape itwas.
It didn't matter if it wasgrown on limestone loam or in
your neighbor's backyard.
It was sweet red, usually madefrom concord or similar table
grapes, and, let's be honest, noone was aging it.
Of course, for many families,including mine, this was the
(06:07):
wine of Shabbat and Yom Tov.
My grandfather didn't careabout vintage, he cared that the
wine was kosher and in hisKiddush cup.
But over the last 30 yearsespecially the last 15, we've
witnessed nothing short of atransformation.
(06:29):
Today, kosher wine has enteredthe world of terroir.
It has sommeliers, collectors,barrel tastings.
You'll find kosher wines fromsingle vineyards in the Golan
Heights aged for 18 months.
In French oak, you'll findBordeaux blends that rival their
non-kosher peers in complexityand price.
(06:51):
And suddenly the term Avushalis being debated not just by
rabbis but by wine geeks.
How did we get here?
What changed?
How did we get here?
What changed?
First, it starts with geography.
In the 1980s and 90s, israeliwinemakers began planting vines
(07:16):
in serious wine regions like theUpper Galilee, the Golan, the
Judean Hills and the NegevHighlands.
These areas had elevation,durnal range, ancient soils.
The raw materials were there.
Second, israeli winemakers,their counterparts in the US,
france, italy, chile and beyondstarted training seriously.
(07:41):
Many studied in Bordeaux, ucDavis or the Rhône.
They brought back techniquesthat emphasized balance, acidity
and varietal integrity.
Third, and maybe mostimportantly, kosher wine
drinkers themselves became moresophisticated.
(08:02):
They began demanding wines notjust for kiddush but for pairing
with dry aged steak, with duckconfit and with sushi.
Wines that would impress notjust the mashkiach but the
maitredi.
And there were pioneers.
In California, herzog led thecharge, scaling up quality
(08:27):
importing French barrels andpushing innovation with their
Special Reserve series.
In Israel, victor Schoenfeld atGolan Heights Winery is often
credited with bringing modernviticulture to the kosher world.
His Yarden Cabernet and Syrahhelped shift global perceptions.
(08:47):
In France, chateau Valendroshocked critics by releasing a
kosher Cruve from Saint-EmilionGrand Cru.
Let's not forget Jeff Morgan,the renegade behind Covenant
Wines, who helped show thatkosher Napa Cabernet could be
just as muscular, just aselegant as any cult label out
(09:12):
there.
And then there's Ernie Weir,the founder of Agafen Cellars in
Napa Valley.
Ernie didn't just make qualitykosher wines didn't just make
quality kosher wines, he madequality Mavushal wine.
Ernie was among the firstkosher winemakers to ask the
(09:33):
hard question why should winemade for broader Jewish use be
any less refined than that thatwe pour for ourselves.
At a time when Mavouchal Mintboiled and ruined, ernie worked
with thermal engineers to createa flash pasteurization system
that would minimize aromaticloss and preserve fruit
(09:55):
character.
He dialed in temperaturewindows within a fraction of a
degree and adjusted the wine'sexposure time down to seconds.
According to a Napa journalist,in the early 2000s, ernie once
refused to release a white wineuntil the Muvushal process
preserved not only its flavorsbut even its mouthfeel an
(10:19):
obsession that paid off.
Hagathan Cellars became thefirst kosher winery to be served
at the White House, startingwith President Clinton,
continuing through the Bushyears and again under President
Obama.
Notably, hagaffen's Rieslingand Brut Cruve were both chosen
(10:42):
for White House Seders, an eventthat emphasized American Jewish
identity in an inclusive moderncontext.
Ernie has said that being askedto supply wine for those Seders
was one of the most quietlyproud moments of his career.
Victor Schoenfeld trained at UCDavis.
(11:04):
His career.
Victor Schoenfeld trained at UCDavis, took over Golan Heights
Winery in the 1990s andimmediately instituted precision
viticulture techniques thatwere almost unheard of in
Israeli wine at the time.
He introduced block-by-blockvineyard tracking, canopy
management and controlledfermentation temperatures.
(11:26):
This helped transform Yardenwines into the first
internationally recognizedquality wines from Israel.
Victor famously said wine ismade in the vineyard, not in the
lab.
But data helps you listen tothe vineyard better.
In 2004, yarden CabernetSauvignon stunned critics by
(11:48):
winning the best Cabernet at theprestigious VinExpo competition
in Paris.
It marked the first time akosher wine, not to mention an
Israeli one, had taken tophonors against traditional
French and Napa labels.
The win helped redefine whatkosher wine could be on the
(12:10):
world stage.
Before founding Covenant Wines,jeff Morgan was a jazz
saxophonist touring the FrenchRiviera.
He fell in love with wine inProvence and went on to become
the West Coast editor of theWine Spectator.
But when his daughter beganembracing Jewish traditions,
(12:36):
jeff had an epiphany If I coulddrink world-class non-kosher
Napa wines, why couldn't I makeone that's kosher?
Thus Covenant was born, withJeff personally stomping grapes
barefoot in a small garage inNapa.
During his first vintage In2003, jeff Morgan produced his
first kosher Napa Cabernet froma single ton of grapes.
(12:58):
There was no winery, no staff,just him, a few friends and an
idea that vintage was not onlykosher but outstanding.
It received critical praise andwine lovers took notice.
Today Covenant is one of thefew kosher wines regularly
(13:20):
featured on non-kosher fine winelists in restaurants in
Manhattan, tel Aviv and evenTokyo.
In 2003, baron Tineva shockedBordeaux traditionalists by
producing a kosher crevée.
This, his celebrated ChateauValandron Saint-Emilion Grand
(13:45):
Cru.
This was not a second label,not a bargain bottle.
It was the same grand vin, thesame terroir, the same attention
to detail, just with mashkhimpresent throughout the process.
It sold out almost immediately.
When asked why he did it,teneva replied excellence should
(14:09):
have no barrier.
If a wine is worthy, it isworthy, kosher or not.
The bottle helped pave the wayfor Chateaulieuville, chateau
Malartic and other Bordeauxhouses to follow.
These weren't just kosher wines.
They were serious wines,crafted by visionaries who
(14:30):
believed that kosher and craftdid not have to live separate in
different worlds.
Again, these weren't justkosher wines.
They were serious wines, winesthat could sit on the same shelf
as Screaming Eagle, petrus orPenfold's Grange and hold their
own.
What emerged wasn't just a newcategory, it was a new identity.
(14:54):
Kosher wines had gone from anobligation to a statement, from
ritual to reward, from thatbottle in the back of the pantry
to something you showcase in aclimate-controlled cellar.
But this rise in quality,prestige and global acclaim came
(15:16):
with a new challenge Because,while kosher wine has never been
better, wine itself is facingheadwinds.
The very consumers it hoped toattract millennials and Gen Zers
are turning away from wineentirely.
Why, that's what we'll explorenext.
(15:39):
There was a time, not so longago, when wine was practically
considered a vitamin.
I'm talking about the 1990s.
Red wine was the hero of theFrench paradox, that catchy
medical mystery where Frenchpeople were eating buttery foods
, rich cheeses, slabs of meat,and yet had lower heart disease
(16:02):
than Americans.
The explanation A daily glassof red wine.
Moderation, they said, was thesecret.
Cabernet became yourcardiologist's best friend.
Reservatrol was the buzzword ofthe decade.
Reservatrol was the buzzword ofthe decade.
Even kosher wine drinkers beganto embrace this narrative.
(16:22):
Now, the Friday night kiddushwas not just a mitzvah, it was
preventive medicine.
But the pendulum, as it alwaysdoes, started to swing the other
way.
In 2010, studies started pokingholes in the heart health
hypothesis.
By the 2020s, the tone hadshifted dramatically.
(16:46):
Canada's new alcohol guidelines, released in 2023, stated
bluntly that there is no safeamount of alcohol.
The World Health Organizationsaid the same of alcohol.
The World Health Organizationsaid the same.
The phase a glass a day keepsthe doctor away became a relic
(17:07):
of bad science.
Wine was no longer a symbol ofsophistication.
It was a risk factor.
So now the popular story goessomething like this Young people
are drinking less wine becausethey care more about their
health, and at first glance thatmakes a lot of sense.
Let's ground ourselves in data,though.
(17:29):
From an American wineconsumption perspective, 10
years ago, the per capita figurewas nearly 9.8 liters per
person, translating to around7.5 liters by 2015,.
And just 4.5 liters today.
That's more than a 50%reduction.
(17:50):
The downward slope isn't a blip.
It's a signal that somethingfundamental is changing in how
we drink.
Millennials and Gen Zers arewellness-oriented.
They count macros, they do coldplunges, they own wearable
health tech.
(18:10):
Many don't even drink soda, letalone Merlot.
But here's the twist If thistrend were purely about health,
then wouldn't alcohol cells bedropping across the board?
Well, actually they're not.
In fact, some segments arebooming.
Tequila is growing doubledigits year over year.
(18:33):
Vermouth yes, I said vermouthis being rediscovered by
mixologists and Gen Z bartenderswho want botanicals, low-proof
flavors with Instagram appeal,flavored vodka, mezcal, spicy
margaritas, espresso martinisthey're all thriving.
(18:55):
To put this in perspective, inthe US, the average adult drinks
about 43 glasses of wine peryear, but if you look at how
much spirits are used incocktails, that same adult is
drinking the equivalent ofnearly 75 cocktails a year.
That's almost twice as manycocktails as glasses of wine.
(19:19):
And that's not just aboutalcohol content, it's about
culture.
Cocktails offer control,customization and a splash of
spectacle.
While wine is asking you toslow down, cocktails ask you to
lean in.
That difference is changingeverything that maybe wine isn't
(19:42):
being rejected for its alcoholcontent.
Maybe it's being left behindfor other reasons.
Maybe wine has lost its vibe.
Think about it.
Cocktails are colorful.
They come in coupes and Collinsglasses with burnt citrus
garnish and smoky bubbles.
(20:03):
They're easy to understand.
They taste like fun.
Wine, by contrast, feels likeit's a test.
Do you know the region, thevarietal, the producer, the
vintage?
It's not just a drink, it's aperformance, and for many
younger consumers that'sexhausting.
(20:30):
Now imagine you're a kosherconsumer trying to navigate this
landscape.
You already face extracomplexity.
Is it Mavushal?
Does the Hashkaha align with myMinhagim?
The entire experience can feelmore like checking boxes than
choosing pleasure.
And, let's be honest, if yourchoices come down to a $50
(20:53):
bottle of kosher cabernet thatyou've never heard of, or a
cucumber lavender gin cocktailcrafted table side.
Well, the gin is starting tolook pretty tempting.
This doesn't mean wine is doomed.
It means wine, especiallykosher wine, needs to rethink
how it shows up in a worlddriven by aesthetics, speed and
(21:14):
low-friction pleasure.
The truth is, wine isn't juststruggling with the health
narrative, it's struggling withrelevance.
So how do you take a6,000-year-old beverage and make
it feel modern again?
Let's explore the cultural andsensory shifts that are
reshaping the way we drink, andwhy wine.
(21:35):
Once the king of the table nowfinds itself looking for a seat,
once the king of the table nowfinds itself looking for a seat.
In an era defined by speed,customization and personal
expression, the way we drink haschanged.
For younger generations,millennials and especially Gen
(22:02):
Zers, instant and experimentalisn't just a trend, it's a
lifestyle and through socialmedia, that trend is spreading
from younger generations up theage ladder to all consumers.
Wine is a slow beverage.
It invites ritual.
You uncork it, you swirl it,you wait.
It asks you to pause, tocontemplate, to appreciate its
(22:23):
nuances and taste.
But this new generation ofdrinkers?
They live in real time.
They don't want to store theirbottles in dedicated fridges.
They don't have the patience towait for their expensive
bottles to enter their drinkingwindows.
They don't want to wait afterremoving the cork for the wine
(22:44):
to open up.
They want something that showsup fast, tastes bold and
delivers an experience they canshare, not just with their
tables but with their followerson Instagram.
The modern cocktail, especiallyin urban and upscale kosher
dining, has become a performance.
(23:05):
It's a drink, yes, but it'salso a spectacle.
It's smoked, stirred, torched,topped with herbs, flowers, foam
.
It's curated for visual impact,flavor intensity and personal
branding.
In other words, it's made to bephotographed and, more
(23:26):
importantly, it's made to beremembered.
In today's world, luxury isn'tjust about the price, it's about
immediacy.
It's about being able to buyinto a brand that delivers its
full emotional social statementthe moment it hits the table.
A glowing cocktail with ahandcrafted garnish doesn't just
(23:50):
taste good, it makes astatement instantly.
It tells your friends, yourdate, your Instagram followers I
know what's trending, I havetaste, I belong here.
That's beverage, luxuryredefined.
Not something you need todecant, explain or age.
It's right there in your glass,effortless and admired.
(24:14):
A moment of sophisticationthat's ready, the second it's
served.
Cocktails also offer somethingthat wine rarely does Control.
You can choose your base spiritvodka, mezcal, gin.
You can make it spicy, herbal,sweet, sour.
(24:34):
You can ask for substitutions.
You can build a flavor profilearound your mood.
You can ask for substitutions.
You can build a flavor profilearound your mood.
That personalization makes thedrink feel tailored, not
assigned.
It feels like what you want,not a winemaker's decision from
2019.
Wine doesn't offer that kind ofinput.
(24:55):
You pick the bottle or someonepicks the bottle for you and you
get what's inside.
The story is already written.
For a generation raised onSpotify playlists and AI-powered
shopping carts, that's a toughsell.
And then there's the psychologyof wine.
(25:15):
For many young drinkers, winestill carries a kind of
intellectual baggage.
They worry, they don't knowenough, they fear being judged,
they hesitate before pronouncingGurtztraminer.
Wine has the aura of somethingyou need to study, not just
(25:37):
enjoy.
And in a world that rewardstransparency, accessibility and
play, that exclusivity can feellike a barrier, not a bridge.
We should talk aboutsessionability.
Today's drinkers don't justwant a buzz, they want balance.
That's part of why vermouth.
(25:59):
They want a buzz, they wantbalance.
That's part of why vermouth,herbal liquors, spritzers and
low-ABV cocktails are explodingin popularity.
They allow you to have a thirddrink without slurring your
words, to keep the night goingwithout crashing the next day.
Wine could own that space, butit hasn't told the story well,
(26:23):
especially in kosher markets.
In short, young drinkers wantflavor control, shareability and
fun, and they want it now.
Kosher wine, for all itsprogress, still largely lives in
a world of formality, traditionand gatekeeping.
(26:46):
But here's the twist.
It doesn't mean wine can'tevolve, it just means it has to
stop assuming.
Its value is obvious.
It has to earn attention, notexpect it, and that's where
we'll go next.
What can kosher wine learn fromthe world of cocktails?
Not just in marketing, but inthe experience it offers to a
(27:06):
new generation.
So far we've talked aboutcultural shifts, aesthetics and
generational psychology, but nowit's time to talk about brass
tacks, because there's anotherreason why wine is losing ground
.
It's about money.
It's about efficiency,logistics and service friction.
(27:27):
And the uncomfortable truth isfor most restaurants, event
venues, even wineries, wine,especially kosher wine, is
becoming a harder sell.
Let's start with a simpleexample.
You own a restaurant.
A bottle of kosher wine, let'ssay a $45 Cabernet, yields five
(27:51):
glasses.
You charge $15 a glass.
If you sell every pour, youmake $75 on that bottle.
Not bad, but now let's factorin spoilage.
Not bad, but now let's factorin spoilage.
If that bottle doesn't sell outthat night, the last glass
might go down the drain.
Red wine oxidizes, white winesdull, sparkling, forget it.
(28:26):
It could be dead in 20 minutesand, unlike spirits, once opened
, that wine is racing againsttime.
And then there's storage.
Wine needs to be kept cool.
Red and whites at differenttemperatures, sparkling at even
colder temperatures, and it hasto be served in proper stemware.
That's fridge space, glassware,washing, service time, all
(28:47):
extra costs that don't existwith a simple gin and tonic
Spirits.
They sit on a shelf, roomtemperature.
No urgency, no oxidation, nowaste, no special handling.
Now let's add another layer, thekosher angle.
In many kosher venues wine mustbe mevushal to avoid halakhic
(29:11):
concerns around who handles orpours it.
That limits selection.
Some of the best kosher wines,the really expressive ones,
aren't mevushal, which meansunless your mashkiach is pouring
every glass, you can't serve it.
And if you do servenon-Mavushel wines now, you need
(29:32):
to train staff on what they cantouch, open and pour.
It's not just complex, it'srisky.
And here's the kicker themargins just don't compare.
A single bottle of premiumtequila, let's say, $35
wholesale, yields 17 cocktailsselling each one at $18 and your
(29:56):
grossing $306 from a singlebottle, your cost around 11%.
Wine, meanwhile, has a muchthinner profit window,
especially kosher wine, whichoften costs more at wholesale
and moves slower.
From a business perspective,it's simple math Cocktails win,
(30:17):
and this matters not just forrestaurant owners but for
winemakers.
If kosher wine is hard to serve,hard to explain, hard to
protect and hard to profit from,it's going to be harder to
justify featuring it, harder tomove bottles, harder to get
attention, and that's a hugeproblem for an industry that's
(30:40):
producing some of the bestkosher wine in history but
increasingly can't get it intothe glass.
We're seeing this alreadyShorter wine lists at kosher
restaurants, wedding caterersdefaulting to Mfushel basics,
consumers opting for cocktailsbecause they feel simpler,
(31:02):
lighter and, frankly, cooler.
Even at high-end events, it'snot uncommon to see a premium
whiskey table but a wine listthat stuck in 2009.
But it doesn't have to be thisway.
There are ways to flip thisscript.
Wineries can work directly withvenues to offer curated lists
and fresh inventory can workdirectly with venues to offer
(31:23):
curated lists and freshinventory.
More Mavushal wines are nowbeing made with minimal
intervention and smart thermalprotocols, and the kosher wine
industry could take a page fromthe playbook of mixologists.
Create moments.
Offer education, show value,don't just pour.
(31:44):
Perform, because wine is notjust a drink, it's an experience
.
But to stay competitive, it hasto become an experience worth
choosing Economically,logistically and emotionally.
And that brings us to our finalact.
What can kosher wine do tocapture hearts and glasses in
(32:07):
this fast-shifting landscape?
So here we are.
Kosher wine has never beenbetter technically, creatively
and spiritually, but the worldaround us has changed.
The question now is can thewine industry evolve to meet
this moment?
I believe the answer is adefinitive yes, but it will take
(32:30):
intention, imagination and boldsteps.
First, kosher wine needs to shedits intimidation factor.
For too long, wine has leanedon language that alienates
instead of invites.
It doesn't have to be that way.
Imagine labels that say bright,chillable red with a splash of
(32:52):
spice, perfect for barbecuing orbinge-watching Netflix or
tasting notes that read thinkdried figs, cracked pepper and a
Shabbat table under the stars.
That's wine, speaking thelanguage of real life, of joy,
of accessibility.
(33:12):
We also need to rethink aging.
While some bottles deservecellaring, the majority of
consumers, especially youngerones, want wine that's drinkable
tonight.
Fresh rosés, chillable reds,petinats, carbonic syrahs, crisp
(33:33):
, un-oak chardonnays.
These are wines that deliverinstant gratification without
sacrificing craft.
They match the tempo of themodern table Casual, vibrant and
unpredictable.
And let's talk format.
Why aren't we seeing morekosher wine in half bottles,
(34:07):
single-serve cans or sleek375-millimeter glass?
These formats reduce commitment.
They're perfect for picnics,first dates or tasting flights
and, yes, above all, they'reInstagrammable.
If we want kosher wine to showup at the same parties where
cocktails live, we have topackage it like it belongs there
.
One of the greatest missedopportunities in kosher wine
today is service storytelling.
(34:28):
You can't rely on a label to dothe work.
You need trained staff, tastingsheets and, yes, passionate
advocates.
What if kosher restaurantstrain their servers the way
wineries train tasting roomhosts?
What if wine was part of thenarrative of the meal, not just
(34:50):
an afterthought?
We're not just selling juice,we're offering terroir,
tradition, craftsmanship andconnection.
Wine needs context and in 2025,that context is collaboration.
Imagine a kosher winemakerpairing up with a chef for a
(35:11):
pop-up tasting menu.
I've attended those, they're somuch fun.
Or a wine influencer doing ashort reel five kosher wines to
pair with street food.
Or what bubbly to drink onTubav?
This is how to expand reach notwith scores and medals, but
(35:32):
with moments people can relateto.
And finally, let's reimaginewhat luxury looks like.
Today's luxury is not justabout exclusivity.
Today's luxury is not justabout exclusivity.
(35:59):
It's about effortlessness andimpact.
A drink that makes you feelseen, admired, confident,
immediately.
The cocktail world has masteredthis wine can too.
But what we first have to stopdoing is whispering and start
showing.
Show the vineyards, show thefaces, show the joy.
Let the wine speak to themoment, and it will find its
place again at the center of thetable.
What it needs now is urgency,creativity and a deep respect
(36:24):
for the people it hopes to reach.
Next, because the future ofwine won't be decided in a
cellar.
It'll be decided at the table,and that table looks very
different than it did just a fewyears ago.
So let's take one last lookaround the table.
So let's take one last lookaround the table.
There's a glass of wine sittingin front of you.
(36:46):
It's deep red, or maybe goldenstraw or shimmering blush.
That glass represents 6,000years of tradition, pressed by
hand, poured with purpose.
But in the world we live in now, tradition alone isn't enough.
(37:08):
We've spent this episode askingsome very hard questions.
If kosher wine is better thanit has ever been before, why are
fewer people drinking it?
The answer we've found liessomewhere between perception and
experience.
Younger drinkers aren't sayingno to wine.
They're just saying yes tosomething faster, flashier,
(37:31):
easier to access, something thatfeels less like a lecture and
more like a story they can stepinto.
But that doesn't mean wine islost.
Quite the opposite.
Because here's the thing aboutwine, real wine.
It's not about status, it's notabout scorecards, it's about a
(37:53):
place, it's about people andit's about time.
And kosher wine, when it's atits best, tells a story like no
other beverage can.
It tells the story of a peoplerooted in exile and return of
vineyards, reborn in ancientsoil of risk-takers and rule
(38:18):
followers of farmers andphilosophers and maybe, just
maybe, a new generationrediscovering something they
didn't know they needed.
If you've been with us from thebeginning here on The Kosher
Terroir, I want to thank you forbeing part of this journey and
if this is your first episode,welcome.
(38:39):
We found you a seat at thetable Because this podcast isn't
about wine, it's about identity, it's about curiosity, about
rethinking the things we thinkwe already know.
Every week, we bring you insidethe vineyard, into the minds of
winemakers, trendsetters,kosher trailblazers and
(39:02):
spiritual thinkers.
We unpack the layers in everyglass and we ask the questions
that no one else is asking inthe kosher wine world.
So if something in this episodechallenged you or inspired you
or made you want to pick up abottle you've never tried before
, subscribe, share it with afriend and join The Kosher
(39:27):
Terroir family, because wine, atits core, isn't meant to be
stored away forever.
It's meant to be opened, sharedand enjoyed, and so are we,
until next time.
L'chaim.
I'm Simon Jacob, and this isThe Kosher Terroir.
This is Simon Jacob, again yourhost of today's episode of The
(39:58):
Kosher Terroir.
I have a personal request nomatter where you are or where
you live, please take a momentto pray for our soldiers' safety
and the safe and rapid returnof our hostages.
Please subscribe via yourpodcast provider to be informed
of our new episodes as they arereleased.
If you are new to The KosherTerroir, please check out our
(40:22):
many past episodes.
Welcome to The Kosher Terroir.
I'm Simon Jacob, your host forthis episode from Jerusalem.
From the days when kosher winewas poured as a sweet ritual sip
to the present where luxurybottles commend prestige and
admiration at the table.
This is a story oftransformation.
(00:31):
In this episode of The KosherTerroir, we dive into how kosher
wine broke free of itssacramental pigeonhole to stand
shoulder to shoulder with theworld's finest vintages.
Along the way, we'll unravelthe truth behind shifting
(00:51):
drinking trends and decliningwine consumption.
If you're riding in your car,please pay attention to the road
ahead.
If you're home relaxing, pleasepop open a bottle of kosher
wine.
Sit back and enjoy this episodetitled From Sacrament to
Statement the Evolution ofKosher Wine and the Rise of the
(01:14):
Modern Drinker.
There's something almost sacredabout the pop of a cork, the
swirl in a glass, the scent offruit, earth and time captured
in a single sip.
But not so long ago, especiallyin Jewish households, wine
wasn't about notes of blackberryor tannin structure.
(01:36):
It was about fulfilling amitzvah.
The wine was sweet, red andusually not very good.
Kosher wine was a bottle oftradition, not taste.
A few years ago I was in a shulkiddush when somebody no joke
uncorked a 1986, chateau Lafitte, rothschild yes, at a kiddush
(02:03):
with egg salad.
I asked him if he wascelebrating something.
Nah, he said it's just thatgood wine shouldn't have to wait
for a special occasion.
That moment stuck with mebecause kosher wine, once
relegated to sticky, sweetbottles nobody really wanted to
drink, has now become somethingpeople share, collect and even
(02:27):
revere.
But while kosher wine has riddento the top shelf, the rest of
the world's relationship withwine is getting a little shaky.
Fast forward to today and we'rein the midst of a fascinating
transformation.
And we're in the midst of afascinating transformation.
Kosher wines are winninginternational medals, headlining
(02:49):
at Michelin-starred restaurantsand fetching prices once
reserved for Bordeaux, firstgrowths.
The kosher wine world hasentered a new era, an era of
(03:10):
ambition, artistry and, yes,luxury.
But as kosher wine ascends inquality and reputation,
something else is happening inthe background.
Globally, wine consumption isdeclining, and this is not just
slightly.
It's a trend that's rattlingthe industry.
France, italy, the UnitedStates and the UK all seeing
(03:30):
dips, especially among youngergenerations.
Wine, it seems, is becomingless relevant to the modern
drinker.
Now some say the reason ishealth.
After all, we've gone from theFrench paradox in the 1990s,
where red wine was practicallyprescribed as a health food to
(03:51):
today's, more sober headlinesthat suggest any amount of
alcohol may pose risks.
But if it were just abouthealth, why are younger drinkers
turning not to water or juicebut to cocktails, spirits,
tequila, vermouth, canned hardseltzers and wild berry flavors
(04:14):
with 12% alcohol?
Clearly the story is a bit morecomplicated.
In this episode of the KosherTerroir, we're pulling back the
cork on that story.
We're exploring how the kosherwine industry evolved from a
sacramental afterthought tocollectible showpiece and
(04:36):
whether it can hold itsrelevance in a world that seems
more interested in espresso,martinis and mezcal negronis
than in Burgundy or Bordeaux.
We'll look at what's reallybehind the wine world's
generational rift, the economicsthat favor cocktails and what
(04:56):
kosher wineries must do now tostay relevant, not just ritually
but culturally.
Because here's the tensionKosher wine has never been
better, but the drinking habitsof the next generation have
never looked more different.
So how do you preserve the soulof tradition while evolving
(05:19):
with the times?
That's the story we're about totell.
Ask someone what kosher wineused to taste like, and chances
are they'll say two things sweetand forgettable For generations
.
Kosher wine was utilitarian.
It was there to fulfill halakha, not to make you pause and
(05:43):
savor.
It didn't matter what grape itwas.
It didn't matter if it wasgrown on limestone loam or in
your neighbor's backyard.
It was sweet red, usually madefrom concord or similar table
grapes, and, let's be honest, noone was aging it.
Of course, for many families,including mine, this was the
(06:07):
wine of Shabbat and Yom Tov.
My grandfather didn't careabout vintage, he cared that the
wine was kosher and in hisKiddush cup.
But over the last 30 yearsespecially the last 15, we've
witnessed nothing short of atransformation.
(06:29):
Today, kosher wine has enteredthe world of terroir.
It has sommeliers, collectors,barrel tastings.
You'll find kosher wines fromsingle vineyards in the Golan
Heights aged for 18 months.
In French oak, you'll findBordeaux blends that rival their
non-kosher peers in complexityand price.
(06:51):
And suddenly the term Avushalis being debated not just by
rabbis but by wine geeks.
How did we get here?
What changed?
How did we get here?
What changed?
First, it starts with geography.
In the 1980s and 90s, israeliwinemakers began planting vines
(07:16):
in serious wine regions like theUpper Galilee, the Golan, the
Judean Hills and the NegevHighlands.
These areas had elevation,durnal range, ancient soils.
The raw materials were there.
Second, israeli winemakers,their counterparts in the US,
france, italy, chile and beyondstarted training seriously.
(07:41):
Many studied in Bordeaux, ucDavis or the Rhône.
They brought back techniquesthat emphasized balance, acidity
and varietal integrity.
Third, and maybe mostimportantly, kosher wine
drinkers themselves became moresophisticated.
(08:02):
They began demanding wines notjust for kiddush but for pairing
with dry aged steak, with duckconfit and with sushi.
Wines that would impress notjust the mashkiach but the
maitredi.
And there were pioneers.
In California, herzog led thecharge, scaling up quality
(08:27):
importing French barrels andpushing innovation with their
Special Reserve series.
In Israel, victor Schoenfeld atGolan Heights Winery is often
credited with bringing modernviticulture to the kosher world.
His Yarden Cabernet and Syrahhelped shift global perceptions.
(08:47):
In France, chateau Valendroshocked critics by releasing a
kosher Cruve from Saint-EmilionGrand Cru.
Let's not forget Jeff Morgan,the renegade behind Covenant
Wines, who helped show thatkosher Napa Cabernet could be
just as muscular, just aselegant as any cult label out
(09:12):
there.
And then there's Ernie Weir,the founder of Agafen Cellars in
Napa Valley.
Ernie didn't just make qualitykosher wines didn't just make
quality kosher wines, he madequality Mavushal wine.
Ernie was among the firstkosher winemakers to ask the
(09:33):
hard question why should winemade for broader Jewish use be
any less refined than that thatwe pour for ourselves.
At a time when Mavouchal Mintboiled and ruined, ernie worked
with thermal engineers to createa flash pasteurization system
that would minimize aromaticloss and preserve fruit
(09:55):
character.
He dialed in temperaturewindows within a fraction of a
degree and adjusted the wine'sexposure time down to seconds.
According to a Napa journalist,in the early 2000s, ernie once
refused to release a white wineuntil the Muvushal process
preserved not only its flavorsbut even its mouthfeel an
(10:19):
obsession that paid off.
Hagathan Cellars became thefirst kosher winery to be served
at the White House, startingwith President Clinton,
continuing through the Bushyears and again under President
Obama.
Notably, hagaffen's Rieslingand Brut Cruve were both chosen
(10:42):
for White House Seders, an eventthat emphasized American Jewish
identity in an inclusive moderncontext.
Ernie has said that being askedto supply wine for those Seders
was one of the most quietlyproud moments of his career.
Victor Schoenfeld trained at UCDavis.
(11:04):
His career.
Victor Schoenfeld trained at UCDavis, took over Golan Heights
Winery in the 1990s andimmediately instituted precision
viticulture techniques thatwere almost unheard of in
Israeli wine at the time.
He introduced block-by-blockvineyard tracking, canopy
management and controlledfermentation temperatures.
(11:26):
This helped transform Yardenwines into the first
internationally recognizedquality wines from Israel.
Victor famously said wine ismade in the vineyard, not in the
lab.
But data helps you listen tothe vineyard better.
In 2004, yarden CabernetSauvignon stunned critics by
(11:48):
winning the best Cabernet at theprestigious VinExpo competition
in Paris.
It marked the first time akosher wine, not to mention an
Israeli one, had taken tophonors against traditional
French and Napa labels.
The win helped redefine whatkosher wine could be on the
(12:10):
world stage.
Before founding Covenant Wines,jeff Morgan was a jazz
saxophonist touring the FrenchRiviera.
He fell in love with wine inProvence and went on to become
the West Coast editor of theWine Spectator.
But when his daughter beganembracing Jewish traditions,
(12:36):
jeff had an epiphany If I coulddrink world-class non-kosher
Napa wines, why couldn't I makeone that's kosher?
Thus Covenant was born, withJeff personally stomping grapes
barefoot in a small garage inNapa.
During his first vintage In2003, jeff Morgan produced his
first kosher Napa Cabernet froma single ton of grapes.
(12:58):
There was no winery, no staff,just him, a few friends and an
idea that vintage was not onlykosher but outstanding.
It received critical praise andwine lovers took notice.
Today Covenant is one of thefew kosher wines regularly
(13:20):
featured on non-kosher fine winelists in restaurants in
Manhattan, tel Aviv and evenTokyo.
In 2003, baron Tineva shockedBordeaux traditionalists by
producing a kosher crevée.
This, his celebrated ChateauValandron Saint-Emilion Grand
(13:45):
Cru.
This was not a second label,not a bargain bottle.
It was the same grand vin, thesame terroir, the same attention
to detail, just with mashkhimpresent throughout the process.
It sold out almost immediately.
When asked why he did it,teneva replied excellence should
(14:09):
have no barrier.
If a wine is worthy, it isworthy, kosher or not.
The bottle helped pave the wayfor Chateaulieuville, chateau
Malartic and other Bordeauxhouses to follow.
These weren't just kosher wines.
They were serious wines,crafted by visionaries who
(14:30):
believed that kosher and craftdid not have to live separate in
different worlds.
Again, these weren't justkosher wines.
They were serious wines, winesthat could sit on the same shelf
as Screaming Eagle, petrus orPenfold's Grange and hold their
own.
What emerged wasn't just a newcategory, it was a new identity.
(14:54):
Kosher wines had gone from anobligation to a statement, from
ritual to reward, from thatbottle in the back of the pantry
to something you showcase in aclimate-controlled cellar.
But this rise in quality,prestige and global acclaim came
(15:16):
with a new challenge Because,while kosher wine has never been
better, wine itself is facingheadwinds.
The very consumers it hoped toattract millennials and Gen Zers
are turning away from wineentirely.
Why, that's what we'll explorenext.
(15:39):
There was a time, not so longago, when wine was practically
considered a vitamin.
I'm talking about the 1990s.
Red wine was the hero of theFrench paradox, that catchy
medical mystery where Frenchpeople were eating buttery foods
, rich cheeses, slabs of meat,and yet had lower heart disease
(16:02):
than Americans.
The explanation A daily glassof red wine.
Moderation, they said, was thesecret.
Cabernet became yourcardiologist's best friend.
Reservatrol was the buzzword ofthe decade.
Reservatrol was the buzzword ofthe decade.
Even kosher wine drinkers beganto embrace this narrative.
(16:22):
Now, the Friday night kiddushwas not just a mitzvah, it was
preventive medicine.
But the pendulum, as it alwaysdoes, started to swing the other
way.
In 2010, studies started pokingholes in the heart health
hypothesis.
By the 2020s, the tone hadshifted dramatically.
(16:46):
Canada's new alcohol guidelines, released in 2023, stated
bluntly that there is no safeamount of alcohol.
The World Health Organizationsaid the same of alcohol.
The World Health Organizationsaid the same.
The phase a glass a day keepsthe doctor away became a relic
(17:07):
of bad science.
Wine was no longer a symbol ofsophistication.
It was a risk factor.
So now the popular story goessomething like this Young people
are drinking less wine becausethey care more about their
health, and at first glance thatmakes a lot of sense.
Let's ground ourselves in data,though.
(17:29):
From an American wineconsumption perspective, 10
years ago, the per capita figurewas nearly 9.8 liters per
person, translating to around7.5 liters by 2015,.
And just 4.5 liters today.
That's more than a 50%reduction.
(17:50):
The downward slope isn't a blip.
It's a signal that somethingfundamental is changing in how
we drink.
Millennials and Gen Zers arewellness-oriented.
They count macros, they do coldplunges, they own wearable
health tech.
(18:10):
Many don't even drink soda, letalone Merlot.
But here's the twist If thistrend were purely about health,
then wouldn't alcohol cells bedropping across the board?
Well, actually they're not.
In fact, some segments arebooming.
Tequila is growing doubledigits year over year.
(18:33):
Vermouth yes, I said vermouthis being rediscovered by
mixologists and Gen Z bartenderswho want botanicals, low-proof
flavors with Instagram appeal,flavored vodka, mezcal, spicy
margaritas, espresso martinisthey're all thriving.
(18:55):
To put this in perspective, inthe US, the average adult drinks
about 43 glasses of wine peryear, but if you look at how
much spirits are used incocktails, that same adult is
drinking the equivalent ofnearly 75 cocktails a year.
That's almost twice as manycocktails as glasses of wine.
(19:19):
And that's not just aboutalcohol content, it's about
culture.
Cocktails offer control,customization and a splash of
spectacle.
While wine is asking you toslow down, cocktails ask you to
lean in.
That difference is changingeverything that maybe wine isn't
(19:42):
being rejected for its alcoholcontent.
Maybe it's being left behindfor other reasons.
Maybe wine has lost its vibe.
Think about it.
Cocktails are colorful.
They come in coupes and Collinsglasses with burnt citrus
garnish and smoky bubbles.
(20:03):
They're easy to understand.
They taste like fun.
Wine, by contrast, feels likeit's a test.
Do you know the region, thevarietal, the producer, the
vintage?
It's not just a drink, it's aperformance, and for many
younger consumers that'sexhausting.
(20:30):
Now imagine you're a kosherconsumer trying to navigate this
landscape.
You already face extracomplexity.
Is it Mavushal?
Does the Hashkaha align with myMinhagim?
The entire experience can feelmore like checking boxes than
choosing pleasure.
And, let's be honest, if yourchoices come down to a $50
(20:53):
bottle of kosher cabernet thatyou've never heard of, or a
cucumber lavender gin cocktailcrafted table side.
Well, the gin is starting tolook pretty tempting.
This doesn't mean wine is doomed.
It means wine, especiallykosher wine, needs to rethink
how it shows up in a worlddriven by aesthetics, speed and
(21:14):
low-friction pleasure.
The truth is, wine isn't juststruggling with the health
narrative, it's struggling withrelevance.
So how do you take a6,000-year-old beverage and make
it feel modern again?
Let's explore the cultural andsensory shifts that are
reshaping the way we drink, andwhy wine.
(21:35):
Once the king of the table nowfinds itself looking for a seat,
once the king of the table nowfinds itself looking for a seat.
In an era defined by speed,customization and personal
expression, the way we drink haschanged.
For younger generations,millennials and especially Gen
(22:02):
Zers, instant and experimentalisn't just a trend, it's a
lifestyle and through socialmedia, that trend is spreading
from younger generations up theage ladder to all consumers.
Wine is a slow beverage.
It invites ritual.
You uncork it, you swirl it,you wait.
It asks you to pause, tocontemplate, to appreciate its
(22:23):
nuances and taste.
But this new generation ofdrinkers?
They live in real time.
They don't want to store theirbottles in dedicated fridges.
They don't have the patience towait for their expensive
bottles to enter their drinkingwindows.
They don't want to wait afterremoving the cork for the wine
(22:44):
to open up.
They want something that showsup fast, tastes bold and
delivers an experience they canshare, not just with their
tables but with their followerson Instagram.
The modern cocktail, especiallyin urban and upscale kosher
dining, has become a performance.
(23:05):
It's a drink, yes, but it'salso a spectacle.
It's smoked, stirred, torched,topped with herbs, flowers, foam
.
It's curated for visual impact,flavor intensity and personal
branding.
In other words, it's made to bephotographed and, more
(23:26):
importantly, it's made to beremembered.
In today's world, luxury isn'tjust about the price, it's about
immediacy.
It's about being able to buyinto a brand that delivers its
full emotional social statementthe moment it hits the table.
A glowing cocktail with ahandcrafted garnish doesn't just
(23:50):
taste good, it makes astatement instantly.
It tells your friends, yourdate, your Instagram followers I
know what's trending, I havetaste, I belong here.
That's beverage, luxuryredefined.
Not something you need todecant, explain or age.
It's right there in your glass,effortless and admired.
(24:14):
A moment of sophisticationthat's ready, the second it's
served.
Cocktails also offer somethingthat wine rarely does Control.
You can choose your base spiritvodka, mezcal, gin.
You can make it spicy, herbal,sweet, sour.
(24:34):
You can ask for substitutions.
You can build a flavor profilearound your mood.
You can ask for substitutions.
You can build a flavor profilearound your mood.
That personalization makes thedrink feel tailored, not
assigned.
It feels like what you want,not a winemaker's decision from
2019.
Wine doesn't offer that kind ofinput.
(24:55):
You pick the bottle or someonepicks the bottle for you and you
get what's inside.
The story is already written.
For a generation raised onSpotify playlists and AI-powered
shopping carts, that's a toughsell.
And then there's the psychologyof wine.
(25:15):
For many young drinkers, winestill carries a kind of
intellectual baggage.
They worry, they don't knowenough, they fear being judged,
they hesitate before pronouncingGurtztraminer.
Wine has the aura of somethingyou need to study, not just
(25:37):
enjoy.
And in a world that rewardstransparency, accessibility and
play, that exclusivity can feellike a barrier, not a bridge.
We should talk aboutsessionability.
Today's drinkers don't justwant a buzz, they want balance.
That's part of why vermouth.
(25:59):
They want a buzz, they wantbalance.
That's part of why vermouth,herbal liquors, spritzers and
low-ABV cocktails are explodingin popularity.
They allow you to have a thirddrink without slurring your
words, to keep the night goingwithout crashing the next day.
Wine could own that space, butit hasn't told the story well,
(26:23):
especially in kosher markets.
In short, young drinkers wantflavor control, shareability and
fun, and they want it now.
Kosher wine, for all itsprogress, still largely lives in
a world of formality, traditionand gatekeeping.
(26:46):
But here's the twist.
It doesn't mean wine can'tevolve, it just means it has to
stop assuming.
Its value is obvious.
It has to earn attention, notexpect it, and that's where
we'll go next.
What can kosher wine learn fromthe world of cocktails?
Not just in marketing, but inthe experience it offers to a
(27:06):
new generation.
So far we've talked aboutcultural shifts, aesthetics and
generational psychology, but nowit's time to talk about brass
tacks, because there's anotherreason why wine is losing ground
.
It's about money.
It's about efficiency,logistics and service friction.
(27:27):
And the uncomfortable truth isfor most restaurants, event
venues, even wineries, wine,especially kosher wine, is
becoming a harder sell.
Let's start with a simpleexample.
You own a restaurant.
A bottle of kosher wine, let'ssay a $45 Cabernet, yields five
(27:51):
glasses.
You charge $15 a glass.
If you sell every pour, youmake $75 on that bottle.
Not bad, but now let's factorin spoilage.
Not bad, but now let's factorin spoilage.
If that bottle doesn't sell outthat night, the last glass
might go down the drain.
Red wine oxidizes, white winesdull, sparkling, forget it.
(28:26):
It could be dead in 20 minutesand, unlike spirits, once opened
, that wine is racing againsttime.
And then there's storage.
Wine needs to be kept cool.
Red and whites at differenttemperatures, sparkling at even
colder temperatures, and it hasto be served in proper stemware.
That's fridge space, glassware,washing, service time, all
(28:47):
extra costs that don't existwith a simple gin and tonic
Spirits.
They sit on a shelf, roomtemperature.
No urgency, no oxidation, nowaste, no special handling.
Now let's add another layer, thekosher angle.
In many kosher venues wine mustbe mevushal to avoid halakhic
(29:11):
concerns around who handles orpours it.
That limits selection.
Some of the best kosher wines,the really expressive ones,
aren't mevushal, which meansunless your mashkiach is pouring
every glass, you can't serve it.
And if you do servenon-Mavushel wines now, you need
(29:32):
to train staff on what they cantouch, open and pour.
It's not just complex, it'srisky.
And here's the kicker themargins just don't compare.
A single bottle of premiumtequila, let's say, $35
wholesale, yields 17 cocktailsselling each one at $18 and your
(29:56):
grossing $306 from a singlebottle, your cost around 11%.
Wine, meanwhile, has a muchthinner profit window,
especially kosher wine, whichoften costs more at wholesale
and moves slower.
From a business perspective,it's simple math Cocktails win,
(30:17):
and this matters not just forrestaurant owners but for
winemakers.
If kosher wine is hard to serve,hard to explain, hard to
protect and hard to profit from,it's going to be harder to
justify featuring it, harder tomove bottles, harder to get
attention, and that's a hugeproblem for an industry that's
(30:40):
producing some of the bestkosher wine in history but
increasingly can't get it intothe glass.
We're seeing this alreadyShorter wine lists at kosher
restaurants, wedding caterersdefaulting to Mfushel basics,
consumers opting for cocktailsbecause they feel simpler,
(31:02):
lighter and, frankly, cooler.
Even at high-end events, it'snot uncommon to see a premium
whiskey table but a wine listthat stuck in 2009.
But it doesn't have to be thisway.
There are ways to flip thisscript.
Wineries can work directly withvenues to offer curated lists
and fresh inventory can workdirectly with venues to offer
(31:23):
curated lists and freshinventory.
More Mavushal wines are nowbeing made with minimal
intervention and smart thermalprotocols, and the kosher wine
industry could take a page fromthe playbook of mixologists.
Create moments.
Offer education, show value,don't just pour.
(31:44):
Perform, because wine is notjust a drink, it's an experience
.
But to stay competitive, it hasto become an experience worth
choosing Economically,logistically and emotionally.
And that brings us to our finalact.
What can kosher wine do tocapture hearts and glasses in
(32:07):
this fast-shifting landscape?
So here we are.
Kosher wine has never beenbetter technically, creatively
and spiritually, but the worldaround us has changed.
The question now is can thewine industry evolve to meet
this moment?
I believe the answer is adefinitive yes, but it will take
(32:30):
intention, imagination and boldsteps.
First, kosher wine needs to shedits intimidation factor.
For too long, wine has leanedon language that alienates
instead of invites.
It doesn't have to be that way.
Imagine labels that say bright,chillable red with a splash of
(32:52):
spice, perfect for barbecuing orbinge-watching Netflix or
tasting notes that read thinkdried figs, cracked pepper and a
Shabbat table under the stars.
That's wine, speaking thelanguage of real life, of joy,
of accessibility.
(33:12):
We also need to rethink aging.
While some bottles deservecellaring, the majority of
consumers, especially youngerones, want wine that's drinkable
tonight.
Fresh rosés, chillable reds,petinats, carbonic syrahs, crisp
(33:33):
, un-oak chardonnays.
These are wines that deliverinstant gratification without
sacrificing craft.
They match the tempo of themodern table Casual, vibrant and
unpredictable.
And let's talk format.
Why aren't we seeing morekosher wine in half bottles,
(34:07):
single-serve cans or sleek375-millimeter glass?
These formats reduce commitment.
They're perfect for picnics,first dates or tasting flights
and, yes, above all, they'reInstagrammable.
If we want kosher wine to showup at the same parties where
cocktails live, we have topackage it like it belongs there
.
One of the greatest missedopportunities in kosher wine
today is service storytelling.
(34:28):
You can't rely on a label to dothe work.
You need trained staff, tastingsheets and, yes, passionate
advocates.
What if kosher restaurantstrain their servers the way
wineries train tasting roomhosts?
What if wine was part of thenarrative of the meal, not just
(34:50):
an afterthought?
We're not just selling juice,we're offering terroir,
tradition, craftsmanship andconnection.
Wine needs context and in 2025,that context is collaboration.
Imagine a kosher winemakerpairing up with a chef for a
(35:11):
pop-up tasting menu.
I've attended those, they're somuch fun.
Or a wine influencer doing ashort reel five kosher wines to
pair with street food.
Or what bubbly to drink onTubav?
This is how to expand reach notwith scores and medals, but
(35:32):
with moments people can relateto.
And finally, let's reimaginewhat luxury looks like.
Today's luxury is not justabout exclusivity.
Today's luxury is not justabout exclusivity.
(35:59):
It's about effortlessness andimpact.
A drink that makes you feelseen, admired, confident,
immediately.
The cocktail world has masteredthis wine can too.
But what we first have to stopdoing is whispering and start
showing.
Show the vineyards, show thefaces, show the joy.
Let the wine speak to themoment, and it will find its
place again at the center of thetable.
What it needs now is urgency,creativity and a deep respect
(36:24):
for the people it hopes to reach.
Next, because the future ofwine won't be decided in a
cellar.
It'll be decided at the table,and that table looks very
different than it did just a fewyears ago.
So let's take one last lookaround the table.
So let's take one last lookaround the table.
There's a glass of wine sittingin front of you.
(36:46):
It's deep red, or maybe goldenstraw or shimmering blush.
That glass represents 6,000years of tradition, pressed by
hand, poured with purpose.
But in the world we live in now, tradition alone isn't enough.
(37:08):
We've spent this episode askingsome very hard questions.
If kosher wine is better thanit has ever been before, why are
fewer people drinking it?
The answer we've found liessomewhere between perception and
experience.
Younger drinkers aren't sayingno to wine.
They're just saying yes tosomething faster, flashier,
(37:31):
easier to access, something thatfeels less like a lecture and
more like a story they can stepinto.
But that doesn't mean wine islost.
Quite the opposite.
Because here's the thing aboutwine, real wine.
It's not about status, it's notabout scorecards, it's about a
(37:53):
place, it's about people andit's about time.
And kosher wine, when it's atits best, tells a story like no
other beverage can.
It tells the story of a peoplerooted in exile and return of
vineyards, reborn in ancientsoil of risk-takers and rule
(38:18):
followers of farmers andphilosophers and maybe, just
maybe, a new generationrediscovering something they
didn't know they needed.
If you've been with us from thebeginning here on The Kosher
Terroir, I want to thank you forbeing part of this journey and
if this is your first episode,welcome.
(38:39):
We found you a seat at thetable Because this podcast isn't
about wine, it's about identity, it's about curiosity, about
rethinking the things we thinkwe already know.
Every week, we bring you insidethe vineyard, into the minds of
winemakers, trendsetters,kosher trailblazers and
(39:02):
spiritual thinkers.
We unpack the layers in everyglass and we ask the questions
that no one else is asking inthe kosher wine world.
So if something in this episodechallenged you or inspired you
or made you want to pick up abottle you've never tried before
, subscribe, share it with afriend and join The Kosher
(39:27):
Terroir family, because wine, atits core, isn't meant to be
stored away forever.
It's meant to be opened, sharedand enjoyed, and so are we,
until next time.
L'chaim.
I'm Simon Jacob, and this isThe Kosher Terroir.
This is Simon Jacob, again yourhost of today's episode of The
(39:58):
Kosher Terroir.
I have a personal request nomatter where you are or where
you live, please take a momentto pray for our soldiers' safety
and the safe and rapid returnof our hostages.
Please subscribe via yourpodcast provider to be informed
of our new episodes as they arereleased.
If you are new to The KosherTerroir, please check out our
(40:22):
many past episodes.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
New Heights with Jason & Travis Kelce
Football’s funniest family duo — Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs — team up to provide next-level access to life in the league as it unfolds. The two brothers and Super Bowl champions drop weekly insights about the weekly slate of games and share their INSIDE perspectives on trending NFL news and sports headlines. They also endlessly rag on each other as brothers do, chat the latest in pop culture and welcome some very popular and well-known friends to chat with them. Check out new episodes every Wednesday. Follow New Heights on the Wondery App, YouTube or wherever you get your podcasts. You can listen to new episodes early and ad-free, and get exclusive content on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. And join our new membership for a unique fan experience by going to the New Heights YouTube channel now!
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.