April 2, 2025

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

Show Notes

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 1991

Walter Whyte - managed officers’ clubs in the military and learned about wine

Golan Heights Winery (“GH”) background

Founded 1983 to export wine of high quality
26% 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 Cabernet
Zelma Long, former consultant
Price points range from $15 (Mt Hermon) - Yarden Cab ($50) - $80+ - $1,000 (Cru Elite)
Manage 40% of vineyards (to increase), rest on long-term contracts
500 vineyard blocks, harvested & vinified separately
Has two propagation vineyards and a nursery

Israeli wine history

Journal of Science (2023) - identified two winegrape domestication events 11,000 years ago - Caucasus (Georgia) and Western Asia (Israel)
Discovered ~30 ancient wine artifacts
Golan Heights is the coolest climate region in Israel
Muslim rule 738 - WWI - old varieties died out

Israeli war impacts

Minimal grape growing impacts (1 missile fell on vineyard), but emotionally challenging
Support in the US for Israeli wine, reduction in sales in Europe after Oct 7, 2023 events

Israeli wine market

GH demand > supply in Israel
Per capita consumption is low; a large segment does not drink due to religion
The food scene has exploded in the last 20 years, but many restaurants do not serve Israeli wine
Top 5 markets - US, Canada, Europe, Far East (Japan)
Top US markets - NY, NJ, CT, FL, TX, IL, CA
Historically, wines went to religious markets, expanding into secular
internationally marketed as high quality, not as kosher; Angelo Gaja distributes in Italy

Differentiating GH

“Oldest new world winery in existence”
Marketing messages: World-class wine, kosher, then from Israel
High elevation, volcanic soils on 33rd parallel (Etna is 37th)

Marketing

Grass roots, get people to taste the wine
Active in Jewish organizations, ads in Jewish publications, tasting events sponsored by Jewish groups
Strong presence in Kosher wine stores

All GH wines are kosher

2 types - Mevushal (cooked/pasteurized) - required for some, esp Kosher restaurants (catering, weddings, bar mitzvahs); Non-mevushal
Many wineries do both
Everything used in winemaking needs to be certified kosher (e.g., yeast)
Can’t use things like isinglass
GH's whole facility is kosher
“Could double business if made mevushal,” but will not to maintain quality

Food and wine pairing is not typical. Traditional Middle Eastern cuisine, “mezze,” has a lot of different flavors at once

Passover dinner is coursed, and every adult must drink four glasses of wine (or grape juice)

Yarden Cru Elite - $2,000 per pair