To say there were few highlights at this year’s sommelier, would be an understatement. Though, many of the “stalwarts” were absent this year. The consensus was that while Sommelier is a great marketing tool, it does not reach the end consumer well enough, and as such it is really a better tool for startup wineries – to display their wares to professional wine buyers, than bigger and more established brands.
The problem I have with that mentality from these wineries, is that they are missing point of Sommelier! Sommelier is not a wine venue it is a wine promotion vehicle, and there is the rub! More on this in a bit.
A few larger brands were indeed here this year, but they used it for displaying new varietals, like Tabor pouring their Tannat and Marselan wines. Yarden was also at the show, but they were highlighting the 2008 Blanc de Blanc bubbly, which makes little sense to me, as it is a past vintage in Israel, they are now on 2009 in Israel, though the 2008 is available in the USA and Duty Free. Of course, it did not diminish my happiness in seeing the wine, I used it predominantly as a means to cleanse my palate after a tasting far too many of the smaller winery wines, which were undrinkable, and that is truly being nice/PC.
Sadly, for me, Gvaot was a no-show, which is understandable at this point given their brand recognition and quality. Same goes for Netofa which also bowed out this year. Carmel and Yatir were also no shows, along with no Midbar, no Kishor, or Galil, or even Barkan (more on that in a minute). Really, it was new or fairly new wineries covering the walls like lilies on a summer day. Sadly, lilies would have been a better use of the space, but that is not my call of course.
So, all this means is that another year has passed, and nothing has changed, which is exactly what I was worried about in my last post.
State of Israel’s wine industry
My clear unhappiness, is not pointed at the Sommelier event itself, or at its promoters. On the contrary, the way I see it, it is a badly needed wine event. To me is is the event where we find the next Netofa, or Capsouto (who was there pouring his 2014 wines), but it is also the only event revolving around the wine industry as a whole left in Israel. Sure, we see it as the event where we get to taste lots of wine is a single place, but there are other aspects that I am now understanding about Sommelier that are very important as well.
Sommelier plays a vital part in the Israeli wine world, is is currently the only Israeli wine event that is focused on the wine industry. Sadly, ISRAWINEXPO died after the 2012 vintage, and even that one was a bit of a disappointment. Sure, there is the PYUP and Jerusalem, tel Aviv, and other festival wine events, but those are far more consumer wine related events than industry focused. Without the constant marketing of Israeli wines – at large to the global public, Israel becomes a one trick pony – kosher wine.
I have asked countless wineries why there is no REAL Israeli wine association, one that is fully inclusive to all wineries that export to major outlets around the world? Their answer, the government does not deem them agriculture and they have no interest in helping. OK. But Napa Valley has received no Government help, neither has Paso Robles (LOVE these ads), or most any in the USA or South Africa.
That was why I was so impressed by the Judean Hills Quartet, first of all they contain three of the best wineries in Israel. Maybe four, but Doron’s Sephora is not kosher, so I have no personal knowledge to its quality. On an aside, I remember with great glee the day Doron shared with me the an almost full vertical of his Chardonnay – what a joy they were. The three kosher wineries are stalwarts in their space, and while I can have issues here and there with certain vintages or certain wines, from Flam or Castel, the consistency and quality of these wineries, be they kosher or not, is truly impressive, and they make a great quartet to promote the Judean Hills region.
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