Wine is one of the most popular products sold for Passover. Indeed holiday sales account for a quarter of the industry’s annual sales. In addition or maybe because of the prominent place wine plays during the festive Seder meal, with its 4 cups and the additional traditional cup poured in anticipation of the arrival of the prophet Eliyahu, wine is an appreciated holiday gift, with personalized wine labels and quality varietals adorning nearly every family table.

Israeli wineries go to great lengths to accommodate this growing holiday trend. Fulfilling the stringent Jewish legal requirements to earn the coveted “kosher for Passover” certification, they also invest time, energy and significant resources to present their growing markets with new brands, varieties and packaging, to take advantage of the greater interest shown in their products during this sales season. For a country with a significant Sabbath ritual wine drinking population, the average Israeli is not considered a heavy consumer of wine – approximately 5.5 liters per year. About seven million bottles of wine are likely to be consumed this Passover, 90% of them “made in Israel”.

During the last year, Israeli wine manufacturers spent over 50 million shekels in equipment, technologies, and developing new products. As a result of their efforts, the average Israeli this year will be buying and drinking more prestigious, higher quality locally produced wines. In view of this investment, the local wine industry is hoping to generate an enthusiastic following that will maintain its interest in upscale wines throughout the year.

This investment seems to be paying off. Wine sales in Israel have been growing in recent years throughout the year – but the main marketing campaign still focuses on the two significant holidays – Passover and Rosh Hashanah for their sales to achieve impressive records. Carmel Mizrahi, one of the country’s oldest producers launched a marketing campaign which targeted the hosting, entertainment and culinary sectors in an attempt to generate year-round sales interest.

Total wine sales in Israel are approximately 450 million shekels a year, with nearly 16% going to imported (mostly kosher) products, a number which is also on the rise. Some industry insiders are trying to redirect those sales back to the local manufacturers. Others are more philosophical about it. As long as money is being spent on wine, they are confident that they will continue benefiting from the lion’s share of the market.

Vice president of marketing for Barkan wineries, Shlomo Levon, says that sales of prestige wine show a substantial growth of about 35% prior to Passover compared with previous years. According to him, Passover is the right time for bring together consumers with wine. He feels, “If consumers taste quality wine on Passover, and are duly impressed, they will continue purchasing good wine all year.”

L’Chaim!

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