The Israeli Wine Producers Association is framing Valentine's Day around four wineries run by married couples—a category pitch built on romance, shared ownership, and the ancient-meets-modern terroir story that's helped Israeli wine break 90+ scores from Wine Spectator, Decanter, and James Suckling.
Josh Greenstein, EVP of the IWPA, says the husband-wife narrative adds emotional weight to bottles already scoring in the high 90s. "When you see husband-and-wife teams building wineries together, you feel that connection even more deeply," Greenstein said. "These couples are not just making wine—they're building something lasting together, and that spirit of partnership and love truly comes through in every bottle."
The roster: Psagot Winery, led by Yaakov and Na'ama Berg in the Judean Hills, balances power and elegance with terraced vineyards overlooking ancient sites. Tura Winery, founded by Vered and Erez Ben Saadon, grows terroir-driven wines in the Samarian hills—Erez handles winemaking, Vered shapes brand and hospitality. Alexander Winery pairs Yoram Shalom's winemaking with wife Ilana's strategic leadership, focusing on Mediterranean varietals. And Binyamina Winery operates out of a former Rothschild perfume factory, layering romance into the historical architecture itself.
The IWPA represents nearly 40 Israeli wineries and has been pushing U.S. retail expansion as scores climb. Recent standouts include Feldstein Cabernet Sauvignon 2019 (94 points, Wine Enthusiast), Domaine du Castel Grand Vin 2021 (92 points, Wine Spectator), and Barkan Superior 2020 (Gold Medal, 95 points, Decanter World Wine Awards 2025).
Greenstein positions Israeli wine as a gifting category with narrative depth. "Valentine's Day is about celebrating meaningful moments and authentic connections," he said. "Israeli wines naturally fit that occasion because they carry so much history, soul, and intention."
The pitch is direct: diverse microclimates, mineral-rich soils, ancient roots, modern technique, and a roster of husband-wife teams whose partnerships mirror the balance in their wines. It's a Valentine's angle with trade legs—especially as U.S. liquor store distribution expands and scores keep landing above 90.
Israeli wine is carving out shelf space by pairing critical acclaim with human interest stories that retail can sell. The couple narrative gives buyers and sommeliers a hook beyond varietal and score. As Greenstein put it: "You're not just giving a great bottle of wine, you're sharing a story of devotion, craftsmanship, and heritage." That's a positioning play, and it's working.
