{"id":40059,"date":"2015-06-01T14:27:05","date_gmt":"2015-06-01T19:27:05","guid":{"rendered":"https:\/\/www.ou.org\/life\/?p=40059"},"modified":"2020-01-08T11:40:51","modified_gmt":"2020-01-08T16:40:51","slug":"not-your-bubbys-wine","status":"publish","type":"post","link":"https:\/\/www.ou.org\/life\/food\/not-your-bubbys-wine\/","title":{"rendered":"Not Your Bubby\u2019s Wine"},"content":{"rendered":"

\"Print\"<\/a>Hip, edgy, and the only of its kind on the shelves, Ralph\u2019s company L\u2019Chaim Kosher Wine <\/em>is definitely not your Bubby\u2019s wine, but it\u2019s certainly worthy of her table.<\/p>\n

Phrases like that\u2014and \u201cKosher, Even if You\u2019re Not\u201d have become marketing slogans launched by the international wine house to promote its products beyond the old-school styles of past. Take a guerrilla marketing campaign, mixed with kosher certification from the Orthodox Union, and you have a business-savvy success story.<\/p>\n

Ralph Mizraji, a Miami-based entrepreneur looking to grow his small boxed wine company, knew there was tremendous potential for sales within the Jewish community, as boxed wine was an untapped market\u2014but wasn\u2019t sure where to begin.<\/p>\n

Ralph made two smart choices.<\/p>\n

First, he partnered with Enovation Brands, Inc. the U.S. importer for Enoitalia SpA, Italy\u2019s largest volume wine house known for its product quality and creative marketing. Ralph didn\u2019t want to sell any product less than premium. Enoitalia had to know-how to help develop the product and the street cred of thinking outside of the box.<\/p>\n

Second, together with his new partners at Enovation Brands, Ralph knew to turn to the Orthodox Union for the world\u2019s most recognized and esteemed kosher certification, joining ranks of OU Kosher\u2019s 914,722 products (and growing).<\/p>\n

\u201cWe recognized the OU as the ultimate certification, and that the standards are a bit more rigorous, but what better quality than going with the organization that has the most rigorous standards?\u201d emphasized Ralph. \u201cThe best sticks together.\u201d<\/p>\n

\"Voga<\/a>In fact, To Life Kosher Wine<\/a> Box<\/em> and its sister product L\u2019Chaim Vodka<\/em>, are OU Kosher for Passover year round. With diligent research, the international influence the OU Kosher seal captured Enoitalia\u2019s attention to extend the VOGA Italia<\/em> product line to include a Sparkling wine abiding by the certifications highest standards.<\/p>\n

—<\/p>\n

Earlier this fall, Lisa Schuster found her attention directed to an NPR segment on Jewish millennials (those born from the early 1980s to the late 1990s). As Marketing Director of Enovation Brands, Lisa was pleased to learn there was a market of 12 million kosher consumers in the United States, despite its significantly smaller Jewish count\u2014and even among those consumers abiding by kosher standards for religious purposes.<\/p>\n

Learning this, Lisa turned to her colleagues at Enovation, eager to bring Ralph Mizraji\u2019s quality products to a booming market that still lacked his niche boxed wine.<\/p>\n

According to Lisa, \u201cWe focus on the millennial consumer because millennials\u2014more than any other category\u2014are turning wine upside down. Unlike their baby boomer parents, they don\u2019t pay attention to traditional reviews. They want what they want, they like what they like; they like unique packaging, and to experience things on their own. If a friend said \u2018I drank Voga Italia<\/em> yesterday and it was fantastic,\u2019 that\u2019s enough for them to go out and buy a bottle\u2014so we aim for this young consumer who really is driving growth today.\u201d<\/p>\n

Understanding that Italian wines are the #1 imported wines in the United States, Enovation Brands\/Enoitalia understood a smaller, more personalized marketing would be needed to connect this an expanded target audience. \u201cWe wanted to go edgier, younger than Mogen David<\/em>. The millennial kosher consumer are keeping kosher when parents aren\u2019t because there\u2019s a whole thing of local, organic, \u2018what\u2019s in my food?\u2019 sustainability, etc.,\u201d noted Lisa. \u201cThere is a huge push by consumers to know what\u2019s in their food and the kosher certification gives them that peace of mind. Everything is accounted for.\u201d<\/p>\n

And beyond food packaging, this carries over into the restaurant business. This group is taking the concept and driving it over into the non-Jewish audience. This group is effecting change.<\/p>\n

\"To<\/a>\u201cOnce a bottle of wine is opened and exposed to oxidation, its quality and freshness clock begins to tick,\u201d noted Rabbi Nahum Rabinowitz, who directed the OU certification process. \u201cBag in box wine\u2014such is what To Life<\/em> wine offers\u2014doesn\u2019t allow air in even as the wine is pumped out, the quality of the wine is maintained much longer.\u201d<\/p>\n

How much longer? Opened boxes of wine are good for about a month.<\/p>\n

Rabbi Menachim Genack, CEO of OU Kosher, sees boxed wine as an exciting opportunity for kosher wine. \u201cThese OU-certified Italian wines are sure to make waves in the kosher market,\u201d he said. \u201cAll processing was handled directly by OU supervisors to meet the highest standards of kosher.\u201d<\/p>\n

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Hip, edgy, and the only of its kind on the shelves, Ralph\u2019s company L\u2019Chaim Kosher Wine is definitely not your Bubby\u2019s wine, but it\u2019s certainly worthy of her table. Phrases like that\u2014and \u201cKosher, Even if You\u2019re Not\u201d have become marketing slogans launched by the international wine house to promote its products beyond the old-school styles<\/p>\n","protected":false},"author":775,"featured_media":40067,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[7,27,82],"tags":[],"class_list":["post-40059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","category-kosher","category-money"],"yoast_head":"\nNot Your Bubby\u2019s Wine - OU Life<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ou.org\/life\/food\/not-your-bubbys-wine\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Not Your Bubby\u2019s Wine - OU Life\" \/>\n<meta property=\"og:description\" content=\"Hip, edgy, and the only of its kind on the shelves, Ralph\u2019s company L\u2019Chaim Kosher Wine is definitely not your Bubby\u2019s wine, but it\u2019s certainly worthy of her table. 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