The growth of high-quality domestic and international kosher wines has a new star rising at retail. “We’ve hosted staff tastings of our kosher wine selection, and the quality continues to impress, especially at the price points we offer,” says Josh Robinson, owner of Argonaut Wine & Liquor in Denver. “With more consumers exploring kosher wines, we see steady growth potential in this category.”
Stalwart traditional brands Herzog ($12 a 750-ml. of 2022 Cabernet Sauvignon to $17 a 750-ml. of 2021 Chateneuf Semi Dry White Bordeaux) and Barkan ($12 a 750-ml. of Chardonnay, Pinot Noir, Sauvignon Blanc, or Cabernet Sauvignon) spearhead Argonaut’s kosher wine sales. “Herzog and Barkan consistently rank among our best-sellers, reflecting their reputation for quality and value,” Robinson says. “Passover is by far the biggest driver of kosher wine sales at Argonaut, with demand peaking in the weeks leading up to the holiday.”
Kosher wines make up a small but important segment of Argonaut’s overall wine selection. “Most of Argonaut’s kosher wine sales are less than $25 a 750-ml., making affordability a key factor in purchasing decisions,” Robinson says. “However, during Passover, we see a significant spike in demand as customers seek high-quality kosher options for their celebrations.”
Catering and in-store purchases are the primary drivers of Argonaut’s kosher wine sales. “Kosher wines, especially those sold in bulk, are primarily sought after for catering purposes, where the distinction between Mevushal (cooked) and non-Mevushal wines is key,” Robinson says. “We focus on social media promotions and targeted email campaigns to engage our customers and highlight our best kosher selections.”
Kosher wines are benefiting from a diverse and appealing range of Old and New World offerings. “A lot of kosher wines for decades have been overly sweet or intensely fruity,” says Daneal Lugerner, manager of Skyview Wine & Spirits in New York City’s Bronx borough. “It’s wonderful to have Bordeaux like the 2021 Chateau Cantenac Brown Margaux ($225 a 750-ml.).”
Other high-end kosher offerings exciting Lugerner include the 2021 Yesod Napa Valley Montagna Vineyard Cabernet Sauvignon ($300 a 750-ml.) and the 2019 Marciano Estate Napa Valley Cabernet Sauvignon ($350 a 750-ml.). “The 2021 Yesod is a good wine to feature because it’s brand new and from a well-known area,” Lugerner says. “We’ve always wanted good quality, more elegant wines.”
Skyview carries about 2,000 kosher wine SKUs. Passover, Purim, and Shavuot comprise about one-third of Skyview’s annual kosher wine sales. During the Jewish holiday season, about half the store’s wine sales are shipments compared to about 30% for the rest of the year. “We do a lot of community outreach and shipping nationwide,” Lugerner says. “It’s become a popular way to reach that market. Outside of socially Jewish communities in South Florida, New York, New Jersey, and parts of California, it’s harder to get access to kosher wine. The ability to ship is an answer to the market.”
While dry kosher wines Casa De Cielo ($13 a 750-ml.) from Chile and Sforno Malbec ($9.95 a 750-ml.) from Argentina are very popular, the sweet spot for a 750-ml. bottle wine purchase at Skyview is in the $20-$25 price range. Popular brands include Rimapere by Baron Edmond de Rothschild Sauvignon Blanc ($20) from Marlborough, New Zealand, the 2021 Yaffo Cabernet Sauvignon ($28) from Judean Hills, Israel, and the 2022 Grume d’Or Pinot Noir ($22) from Burgundy, France. “It’s a story about stories,” Lugerner says. “I have some 60 different Cabernet Sauvignons from Israel. People ask me, ‘What’s the difference?’ Each winemaker, each region, and each vineyard has a story differentiating it and making it unique.”
Multiple package sizes, tastings, and email marketing are also key kosher wine growth drivers. Wine bottles smaller than 750-ml. are part of the Jewish Purim holiday gift-giving tradition and gaining traction year-round. “They make cute little gifts,” Lugerner says. “To observe the holiday, Jews will often buy half or quarter bottles. We stock up on smaller wine bottles in January and February. Throughout the year, we sell those to people who might live alone, or are elderly, and might only want to have a glass or two. It’s also effective for people wanting to try new wines.”
Emails are Skyview’s primary wine marketing tool, and tastings reach markets beyond the local community. Lugerner engages in tastings in the store and the local community at synagogues and other not-for-profit organizations. “It’s a good way to spread the word locally in New York, and also because the Jewish world, for the most part, is such a small, interconnected world,” he says. “If I am doing a tasting at a synagogue before a holiday somebody might bring their aunt from Missouri. The next week I might get a call from Missouri because they don’t have good kosher wine available.”
Look for kosher wines to continue evolving. “There is a pursuit in efficiency and tradition, such as using clay pots and techniques going back into the history of Israeli winemaking,” Lugerner says. “We will see more experimentation with indigenous grapes from Israel, more orange wines, and consistency of tradition in ceremonial wines like Manischewitz ($10 a 750-ml.) and Kedem Concord Grape ($5 a 750-ml.). They’re tied to our tradition and will never go away.”