The Wines of Israel campaign aims to highlight the tradition, innovation, and quality focus driving the Eastern Mediterranean’s most dynamic wine region
New York, NY, May 23, 2019 – Israel, one of the world’s oldest wine producing regions, is pleased to announce the launch of its first-ever communications campaign in the United States. Launching as Wines of Israel, the campaign is a promotional program organized by the Israel Export Institute, and financed by the government of Israel and select Israeli wine producers to educate US wine trade and the general public about the quality and universal appeal of Israeli wine, with the aim of bringing wider recognition to one of the world’s fastest-growing world-class wine producing regions.
Yaara Shimony, Manager of the wine sector at the Israel Export Institute, said, “We are very excited to be a part of the journey of Wines of Israel in the American market. Israel has a long history of wine making, a captivating story and ever-improving quality. Now we have a chance to show how history and innovation connects through the wines.”
Wines of Israel’s campaign branding will be driven by the tagline ‘Where the Mediterranean Begins’ and will target open-minded wine and food lovers looking to discover award-winning wines from the fabled land where the Fertile Crescent meets the Mediterranean. The fully integrated communications program will seek to engage consumers and the broader wine industry through a combination of media relations, trade education, trade/consumer events, print and digital advertising, social media and influencer relations, Wine.com sales promotions, plus a dynamic and comprehensive educational website.
The campaign was launched with an industry event in New York on May 15, collaboratively with Wines of Israel’s agency of record, Colangelo & Partners. Headlining the launch event, Inon Elroy, Israel’s Economic Minister to North America, noted, “For us, wine is one of the best products that best represents Israel, because it is an absolute reflection of our region and an integral part of our culture. We work with the US across many industries, including business and technology, and are delighted to add a closer connection to the US wine industry.”
“The wines being produced in Israel today represent some of the finest examples of quality winemaking in the world, and with the growing popularity of Israeli food and the Mediterranean lifestyle, timing couldn’t be better to help educate consumers about Israel’s exciting Eastern Mediterranean offerings”, noted Michael Colangelo, Vice President of Colangelo & Partners. “Colangelo & Partners are honored to be launching this campaign in conjunction with the Israel Export Institute, and look forward to building a platform that will help educate and grow the consumption of Israeli wine for years to come.”
The first year of the Wines of Israel campaign will see the program hosting educational masterclasses/seminars and tastings in partnership with some of the country’s leading wine experts and trade organizations. The campaign’s 2019 trade activities will include stops at SommCon DC, the Society of Wine Educators Annual Conference, Full Circle Beverage Conference, GuildSomm, SommCon San Diego, and a series of trade seminars in New York, Boston, Philadelphia, and Chicago. Wines of Israel will also be present at consumer events and walk around tastings, including Newport Mansions Wine & Food Festival, San Diego Bay Food & Wine Festival Grand Tasting, and an experiential walk-around tasting event in New York featuring top Israeli chefs and Israel’s best wine producers.
In total, twenty six of Israel’s top wineries have chosen to participate in the Wines of Israel campaign, including: Alexander Winery, Barkan Winery, Carmel Winery, Covenant Israel Winery, Jezreel Valley Winery, Or Haganuz Winery, Segal Winery, Tabor Winery, Teperberg Winery, Tulip Winery, Yatir Winery, all imported by Royal Wine Corp.; Recanati Winery, imported by Palm Bay International; Golan Heights Winery, imported by Yarden Inc.; Dalton Winery, Gvaot Winery, Hayotzer Winery, Jerusalem Wineries, all imported by Allied Importers; Ella Valley Vineyards, Lueria Winery, Tura Winery, all imported by Red Garden Imports; Kishor Winery, Meishar Winery, Somek Estate Winery, all imported by Israeli Wine Direct; Five Stones Vineyards, imported by Happy Hearts; Jacques Capsouto Vignobles, imported by Sol Stars; and Bravdo Winery (Karmei Yosef), imported by The River Wine.
Images of the Wine of Israel campaign launch event in New York can be downloaded by clicking on this link.
About Wines of Israel – www.winesofisrael.com
Wines of Israel is a promotional campaign financed by the government of Israel and select producers to educate the US wine trade and general public about the quality and universal appeal of Israeli wine, with the aim to gain wider recognition of Israel as a fast-growing and significant wine region on the world stage.
About the Israel Export & International Cooperation Institute – www.export.gov.il/en
Established and funded by the government and the private sector, IEICI’s is the premier gateway for doing business with Israeli companies. Its expertise in technology and product scouting, joint ventures and strategic alliances with Israeli companies spans more than half a century.
About Colangelo & Partners – www.colangelopr.com
Colangelo & Partners specializes in premium food, wine and spirits brands, and has long established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior. Founded in 2006, the agency focuses on ‘closing the loop’ between creative communications programs, distribution, promotion, publicity and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. Colangelo & Partners operates out of New York City and San Francisco.