The Chris Voss Show - The Chris Voss Show Podcast – Exploring Israeli Wines: History, Innovation, and Unique Flavors with the Israeli Wine Producers Association

Episode Date: September 3, 2025

Exploring Israeli Wines: History, Innovation, and Unique Flavors with the Israeli Wine Producers Association Iwpa.com About the Guest(s): Josh Greenstein is the Executive Vice President of the Israeli Wine Producers Association (IWPA), which represents over 40 wineries from Israel, ranging from boutique operations to large-scale producers. His passion for wine runs deep, ingrained over five generations in the industry. Josh's family background includes ties to wine production going back to the Prohibition era, with his father working in the market for 47 years. Josh founded the IWPA to promote positive aspects of Israel through its burgeoning wine industry, advocating for the recognition of Israel as a world-class wine region. Episode Summary: Join Chris Voss on this episode of The Chris Voss Show as he delves into the dynamic world of Israeli wines with Josh Greenstein, the Executive Vice President of the Israeli Wine Producers Association. With over 5,000 years of wine-making heritage, Israel is carving out a name for itself on the global stage as a region worthy of oenophile exploration. Josh shares the fascinating story of how Israeli wines have emerged from a historical context powered by ancient viticultural techniques and modern innovations. In this enthralling conversation, Voss and Greenstein unravel the uniqueness of Israeli wines, exploring the diverse microclimates and soil types that lend to the country's distinctive terroirs. They dive into the significance of kosher wines, the contributions of the storied Rothschild family, and the innovative spirit enveloping Israeli winemakers. Josh emphasizes the value of trials in vineyards that harken back to Biblical times while advocating for greater awareness and presence of Israeli wines in global markets, especially in the United States. For anyone intrigued by the intersection of tradition, technology, and taste, this episode is a must-listen. Key Takeaways: Israeli Wine Heritage: Israel boasts a winemaking history that spans over 5,000 years, incorporating ancient techniques with modern innovations. Innovative Viticulture: Israeli winemakers utilize advanced technology, such as drip irrigation and enhanced grape stress management, leading to high-quality wine production. Unique Terroir: Israel's diverse microclimates and soil types contribute to distinctive flavors and enable the growth of a variety of grape types, including varieties unique to the region. Kosher Wines: All the wines represented by the IWPA are kosher, although kosher certification is more about cleanliness and ethical processing rather than quality differentiation. Market Penetration: While Israeli wines are available across the U.S., increasing awareness and consumer interest is key to their expansion in international markets. Notable Quotes: "Israel has been making wine for about 5,000 years… finally got recognized for being good at it." – Josh Greenstein "CAB is still king, but we're seeing more wineries producing fun, lighter bodied wines like roses and whites." – Josh Greenstein "You know, wine is historical, wine is fun, wine is friendly… an amazing thing." – Josh Greenstein "People have the ability to go search it up themselves. Customers are very educated these days." – Josh Greenstein "Drip irrigation, which was invented in Israel… really changed the farming world." – Josh Greenstein Resources: Israeli Wine Producers Association (IWPA): Follow the IWPA on Instagram at @IsraeliWine Josh Greenstein: Connect with Josh on Instagram at @JAGWines Learn About Israeli Wines: Additional details can be found by visiting Goodreads for Chris Voss goodreads.com/chrisvoss Connect with Chris Voss: Follow on LinkedIn linkedin.com/in/chrisvoss Discover the intricate flavors of Israeli wines and delve into the historical and cultural narratives that shape them. Listen to the full episode for an insightful journey through Israel's rich winemaking tradition and st...

You wanted the best... You've got the best podcast. The hottest podcast in the world. The Chris Voss Show, the preeminent podcast with guests so smart you may experience serious brain bleed. The CEOs, authors, thought leaders, visionaries, and motivators. Get ready, get ready. Strap yourself in. Keep your hands, arms, and legs inside the vehicle at all times.

Because you're about to go on a moment. monster education roller coaster with your brain now here's your host chris voss crap i forgot to strap in oh hey welcome folks uh welcome the chris fos show the chris voss show i figure i throw it in to see what happened there you know that brings a light to the show uh welcome the show folks make sure you are strapped in put that seatbelt on uh make sure you seatbelt the person beside you i don't have that plain lingo down yet so and make sure that if you get the oxygen mass falls down you put it on yourself first before you share it with others anyway guys welcome the big show as always for 16 years 2400 episodes we bring in the chris vosh show because you know uh we're bored and we're like

hey we should do something that lifts the world and makes the world a better place and shares great information with people and uh someone said we should do a show that's really depressing and awful and makes life people's life horrible and we're like no we're not doing that we're making a great show. So go to goodreads.com, Fortress,chus, Chris Foss, LinkedIn.com, Fortress, Chris Foss, one on the Chris Foss, ID, and Chris Foss, Facebook, uh, oh, yeah, Chris Foss one on the TikTok. You know all the places. It's on every damn show at the beginning. Opinions expressed by guests on the podcast are solely their own and do not necessarily reflect the opinions of the host or the Chris Foss show. Some guests of the show may be

advertising on the podcast, but it is not an endorsement or review of any kind. Anyway, we have an amazing young man on the show. We're going to be talking about wines today. We're not going to be whining about wines, we're going to be talking about wines, and I don't know, maybe we'll drink one during the show. Today, Josh Greenstein, he's the executive vice president of the Israeli Wine Producers Association, otherwise known as IWPA, we may use that during the show, so write that down so you know what that means. He represents Israeli wines with a unified voice to communicate, educate, educate, market, and expose U.S. customers and consumers to, Israel as a world-class wine region. The IWPA represents 40-plus Israeli wineries, ranging from boutique to the largest producer. Welcome to the show, Josh.

How are you? Thanks, Chris. Having a great day. I love it. Give us dot-coms or wherever on the internet you guys want people to look you guys up. So at Israeli wine is always a great place to find us on Instagram, and my person I want is at Jagwines. Ah, give us a 30,000 overview, which you guys do.

do there? Well, so, Chris, you know, I come from the wine industry. I'm personally, I'm fifth generation wine industry. My family was doing this back the day during Prohibition. We were bootleggers. My dad just retired after 47 years of working in the market. In bootlegging or wine? No, I'm just kidding.

Yeah, he was bootlegging for a long time. Well, that's a long time. His trunk was filled with crap. Don't worry. And actually, my brother's still in the business working also. and I've been worked for a couple different companies from Gallo to Deutsch, Yellowtail. And about 13 years ago,

I created this organization called the IWPA to sell the fun, the good, the positive coming out of Israel, and that's through wine. Well, wine since you've made just about every place nowadays and stuff. What makes Israel, I want to say Israeli, what makes Israel unique or kind of specialized, in the wine trade uh you know chris it's it's interesting right israel has been making wine for about 5 000 years let's say right they finally got recognized for being good at it is it kosher

you know so it's it's a lot of my all my wines happen to be kosher oh there we it's the same thing as if i was drinking a snapple or having a bowl of cereal or eating crap most of the stuff when you go to the grocery store is kosher okay kosher means nothing when it comes to quality or anything like that with wine. Okay. It sounded like a good joke, so. Yeah, but it's, you know, it's, it's one of the main things I get quite often is, is it kosher and kosher really has come a long way and the, the stigmatism of what people

thought kosher was is, is not so much and, you know, symbolizes that the product is good, clean and ready to go. Well, I like my wine, good and clean. Of course, there's some tannins in there and some little bits of, of, of the berry and stuff in there, which is always kind of interesting to find. If you find a whole berry, you kind of have to wonder what happened. But I doubt that happens with Israeli wines. That usually happens with some of those, I call them paint thinner wines, you find

at 7-Eleven. Yeah, but listen, you know, the cool part is about from a history perspective also, we were talking, you know, before about, you know, all these cool things that have happened in Israel. And wine has been a part of, you know, history throughout them, you know, like you were saying, you wish you had that magic power to sometimes turn water into wine. That's a lot of people wish they had. Then there's some folk lords and stories and all that stuff about, right?

All these things happening. You had some Jesus guy running around there evidently at one point in time doing some of that, that whole Middle East era area. It's part of it. I've heard of it, yeah, yeah. Now if I could just figure out to turn vodka, water into vodka, I screwed that joke up, my bad. That's why I don't do stand-up. So how long has that area been settled?

with wines uh you know i mean some wine growers like you know they go to francis they've been you know they've been doing wines before there was even a france i think or something so really like i said like you know since for about 5 000 years you can really trace some roots and some stories back to back to Israel and back to what's been going on there but you brought up france and i would go to like the more modern swing for israel has been the rothschild family in the late 1800s they opened up Lafitte Rothschild, which is one of the most famous wineries in the world. And a few years after that, they went to Israel. They realized that the community needed a winery, because every community needs a winery,

needs a watering hole. And the Rothschild invested and created a winery called Carmel, which is still around today, founded by the Rothschild family. They opened up only a handful of businesses. They went from Chateau, you know, Lafitte, to Carmel. It's an amazing thing that they saw and they know. noticed that the land was great, the tarwar was great, the soil, the people, the, you know, the way that they could farm the land was really going to produce some great wine.

I know, like, the wine in California in Napa Valley, I only know this because I've been there and I haven't been to other places that make great wines around the world, but I know that one of the things that make the wine great, especially in Napa and Sonoma, is the fact that they get that ocean air, but then they're kind of buffered by mountains and then they have a valley and then there's some other mountains. And so the air and the, I think the quality kind of settles in there. Some of it's the sunshine too and the warmth. You know, you don't grow a lot of good wines in Utah because it's freezing ass half the year. But, you know, in California they do that. What are some aspects of the Israeli geography environment and weather that kind of make

Israeli wines unique? And like you were just saying, like good grape, a good wine needs to be stress needs that hot, hot, hot day and that cool night. That's what really helps the wine become a better grape is the more stress it's under, the more tension it's under. It really puts it into the grape and produces a more powerful and great quality wine. That being said, in Israel, you'd be surprised. It does get very hot, but also even in the desert, it can get down to 50, 60 degrees in the summer at night, that the temperature can go 30, 40 degrees span, either way. And also, in Israel, there's many different microclimates of soils as well. It's not like it's just terra roso or volcanic or sand or limestone.

You can find these throughout different vineyards and really close to each other. So you're able to try different things and produce some great wines utilizing different terrwars. Yeah. And you guys have, you guys might be like California. Do you guys have sun most of the time in Israel? I mean, yes, it's similar, you know, I would say to that when they're harvesting and all that. We're on the same timeline is that we're actually in harvest right now. I think they're just starting to start to pick a lot of the reds.

Usually the white grapes are the first to be picked from timing. Now we're starting to fully pick the reds and starting to bring everything in. And it's been a hot summer over there. What's high, what variantial of wine is the most popular that develops there, a cavernay or a white or what is usually i mean i don't want to throw anybody in the bus you have 40 different vendors or so you know what what seems to be the popular wine that comes out there gets rated the best maybe i don't know so cab is still king like anywhere else in the world cab cabernet is still king but personally even from my own perspective i'm starting to see more

fun lighter-bodied fun grapes and fun wines for that you know for that style of of temperature You know, Israel, like you were saying before, it's hot. And for me, I personally like a white wine or like a refreshing wine when it's, when it's so hot out. I've noticed a lot more of the wineries are producing some great rosés and some great white wines. That's probably where I've seen some of their growth coming from. Red wines are still number one. And I'm starting to see a lot of the wineries starting to embrace indigenous grapes. There's a cool grape out there called Argamon, okay?

Argamon. It sounds like one of those battle bots that you see in. those movies. I am Argamon. Yeah, yeah, it sounds like that. That's what it was there. Aramon. So Argamon is a grape that if you read, there's a book called the Bible, right?

Oh, I've heard that one. You know it, right? Yeah, I've heard that one, yeah, yeah. A small book, you know, maybe some people have read it. And in this book called the Bible, quite often they mention wine. They mention grapes. They mention this, and the region that we're talking about is Israel, right? They talk about grapes using for dyeing clothes or drinking or for ceremonies.

And this grape, they talk about the color, this crimson color specifically of the grape. So Israeli scientists a couple years back decided to try to reenact this grape and try to create it. So they took Karinian, which is a grape, and Suzhou, which is a grape, they genetically induced them. And they created the grape called Argamon to mimic the grape from the Bible. So the only wearer in the world that you can get this grape called Argamon is from Israel. There's a handful of wineries that are starting to work with it. And it's showing the back to the history and to the love of the land and producing some of this really fun, juicy wine. That's pretty interesting.

I think I heard about that. They were, they'd resurrected that wine or whatever and brought it back. And I was like, hey, that's kind of cool. It's kind of like taking, what was that movie, The Dinosaurs, Something Park. Jurassic Park Bring it back And it's not the only one Actually they're doing it with a white

grape too called a couple white grapes called Dubuki and Maui Which are these old Arabic grapes found in these communities that were like table grapes From thousands of years ago And they found these vines And listen one of the things that Israel's really known for Is their technology also

Like the history and the technology go hand in hand Right It's two amazing things But the technology side of it Them embracing technology And going back and trying to find these grapes and turning them into something new from thousands of years ago, that's also we're starting to see some more love on that as well.

That is awesome. That is awesome. Well, I used to be a Cabinet-Sévenin snob. And so for the first few years of me being a wine collector, I was like, I only drink Cabin A-Savignon. And then I decided to get the stick out of my bum and start, you know, like you mentioned, enjoying the fun wines and the variances. I just had to buy more reedles, reedal crystal.

I have, like, a whole army of reedal crystal in my storage that when I came up drinking in 2020. I don't know what I'm going to do with it. And it's all sitting. And it's, like, everything for brandy cups to port to cabs. And I have, like, I think I have, like, almost every varianchal in there. And I'm just like, what am we going to do with that, like, glass? But I really started enjoying, you know, all the different variances. And that's the real fun of wine, especially if you can get good wine that's highly rated and,

and does well in the marketplace and, you know, lives well. What is some of your suggestion for your last? This side note, really quick, quick side note. I'm all about the mock tales, too. I have an 11-year-old, and we're all about playing at home with, like, fruits and this and blending and selters and all this kind of stuff, making our own ginger. So just a side note, these cups are not just to be put away and say, I'm not putting wine in you because I'm not drinking anymore.

No, no, no. Bust those cups back out. Make some fun mocktails. Put them in some cool cups. Throw an umbrella in there and send me a picture. In fact, we're going to be using one of the wine glasses, probably the brandy glass as a cup for a photo shoot I'm doing this Saturday. We're going to put a big rose in it and in some water and it's going to look like she's holding it or drinking it. So you're right.

There are some different propish things we can do with it, but or mocktails for that. Yeah, mocktails are fun. So what are some other aspects or misunderstandings maybe people don't know about Israelis want, Israeli wine? uh that there's you know there's there's over 350 almost 400 total wineries in israel these days and it's it's it's small of a country it's a tiny country it's listen the country of the land of milk and honey the land of vegetation if you go there and you chase the fruits and the vegetables and the cheeses and the stuff that it's it's amazing that you know it's it's such good quality stuff so grapes and wine of course are going to grow well there yeah i think that

it's it's just you know letting people know that is Israel makes wine. That's probably one of my biggest obstacles. It's just informing the world that Israeli makes wine, that there's people out there making wines and there's close to 400 of them. And these people aren't just waking up one morning and saying, you know what, I need something to do. I'm going to go start a winery and invest time and money into it. These people are going and learning at UC Davis or going to Bordeaux or going to Burgundy and learning their style of wine and bringing that style with them back. So it's not all California style or all French style. It's the winemaker's style or the style of the winery itself that's kind of establishing

the stories. But I also think it's the cool stories about each one that make them interesting. Yeah. Well, that's pretty wild in what's going on over there with Israel. And so how long ago did you guys establish this Israeli Wine Producers Association? So, you know, close to 13 years ago, we created this organization to promote brand to Israel and to give Israel, a face in the wine world, right? To show, and like, the crazy part is that at any given time in my portfolio of 40 wines, I have anywhere from 20 to 50 wines that have gotten 90 points, Robert Parker, wine enthusiasts, spectator, you know, tasting panel, all these great publications,

James Suckland, some of these most amazing wine critics that are out there and talking about Israel and not just showcasing the wines from France or the wines from this, but yeah, let's be honest. If I go to a tasting and I see 100 wines, I'll have a few from Israel, but are one or two, but they're there. Top 100 from Wine Spectator this year. Flom made the list. And it's like, you know, and we had Odom Mountain on the James Sucklin list. So we're playing in those categories.

That's the exciting part is that we're showing that we're here to play that, again, it's been thousands of years since making wine. Like everyone's like, oh my gosh, Napa's so old and they've been making wine so long in Napa. And it is. It's very cool. It's very historical. But about 200 years or something, isn't it? It's not that long. Yeah.

I mean, California was discovered later. I mean, unless the Indians were doing their own wines, but, you know, I don't know. They're more on your corn vodka, I would probably put them. What's the corn vodka? That's probably what they were making. I probably think they were probably make, like, something still or, you know. Lundians are getting high with the peyote and shit. Something.

Good for them. Yeah. You know, everybody needs to break, you know, taking arrows all day long. That's what I find on. Monday. So how will selling the wines of Israel help U.S. liquor store merchants and help the wine producers themselves? Do you find that they're fairly popular here in the U.S.? Or still need to get the word out? Well, you know, it's interesting because I'm sure like a lot of your success on shows like yourself probably come from when you have those people on there that are not so well-known

that bring an interesting story to you. And you know, and that's what I think the cool part about Israel is, I'm offering, listen, retailers, wine shops, restaurants are presented with new wines, new liquors every single day by multiple different people, right? It's not just me or my team or my guys walking in and, hey, look what we got today. It's many people doing that. But what makes myself different and my wine's different is the story behind it. And that's what you shine from, Chris, right? You shine from telling people's stories and listening to their stories and helping tell their stories. So it's, I'm similar. in that way. I'm just trying to get these stories out there to these retailers because they say,

hey, I know you've tried 20 different Cabernets from around California. You've been to Napal, you've been to Sonoma. You know what? Didn't you talk about wanting to visit Israel or wanting to go here? You know what? I have something here for you. That's what I think it is. I think it's the people creating stories and letting other people try new things from around the world. People want to try new stuff all the time. That's why they all post pictures of it. That's why it's cool to be part of it. And that's where I think the world is going, that everyone wants to try something new. The brand loyalty is not as strong as it used to be in any category. People are jumping around and trying new things.

So this should be something they should jump around and try. Yeah. I mean, I used, like I said, I used to be a Cabernet wine snob. I would only buy off of Charles, or not Charles Straw. I'm thinking a two-buck. What the fuck? I forget who I used to buy from, but eventually what's his face? He did the Godfather bought him and just turned it into a generic fucking wine.

Charles, I can't remember. It's not Charles Krug. Anyway, I used to be that way. And then one day I just kind of broke. I'm like, why don't you try all the wines in the world? You know, wines from Brazil and, you know, shake it up, man. Come on. It's a life of variety, man.

I stick with one. This explains why I'm not married. Never heard. So how do Pete, this is my lead-up. How can people buy the wines of Israel, where, and how can they find, out where they're sold, is there any sort of thing on your guys' website that's like, here's a list of retailers in the U.S. I know, you know, a lot of our states over here really stupid still using the prohibition rules like Utah. You've, you know, if you want to sell

wines here, you've got to go through all this bullshit with the state commission. Maybe getting on the list of the email list of the, the winemakers themselves that are in your association. So it's, the cool part is we are available in all 50 states. I do have some representation. of all my 40 brands in some way and that's in in some states um but the beauty part what i'm looking for the help that i'm looking for it's just for you to ask for it to build awareness you have some wines from israel man that's it walk in and just say hey do you have wine from israel and the guy the person of the shop what do you mean what are you looking for well you know chris i heard this great show i heard this great guy on the show and we what are you talking

about you got to bring them in or you got to try something i think it's just awareness at this point. I think there's so much stuff out there. People have the ability to go search it up themselves. People want to feel like they found it themselves also. They just need a little kick in the butt to get them in the right direction sometimes. I think people like to do their own research and look it up and see what's out there because customers are very educated these days. Customers are doing their own research and hearing their own stories and writing their own stories. That's what's fun about it. I want to hear their stories about my products too, how they got to them and how they tasted them and good, bad, or different. I want to be part of it. So I think

it's just me telling people what's available out there and to go ask for it if they go to a restaurant and they know they're ordering a bottle of California, say, hey, do you have anything from Israel just for fun? And to see what the waiter says and then tease them and put it into their head. Yeah, yeah. I mean, it's just like, I mean, Walmart says this. If you guys want it, you know, wave the money around and we'll do it. They, you know, they kind of expanded their organic lines of food and, you know, better, healthier foods when people said we want healthier foods. So yeah, if you want wines, do you have a main distributor for the IAWPA wines here in the U.S? I know that like in, you can't do it in certain states, but like with Vegas, I can have

wines imported that I want through the distributor. Like you have to go through them and they'd hand it to you and stuff. But yeah. We're with different distributors in each market. We work closely with many of the large distributors throughout each state. We were closely with many of the major chains like Total Wine and Walmart and Wine.com and, you know, many of the big chains across the United States and depends what state. Binnie's in Chicago, you know, the chains were driven in some certain markets, but we're with somebody in every market. Yeah, a lot of people, I don't know if a lot of people know that. You can, you know, a lot of times if you want to have something shipped in from out of state, you've got to use the distributor. But you can have it delivered.

And I used to get stuff delivered to my house in Utah, and then somehow it would make it to my basement in Utah. I'm not sure how that would happen. Here in Utah, it could take years for the Mormons who don't drink that sit on the board to approve the alcohol thing. It's the most ironic thing ever. There's a handful of states still across the U.S. Pennsylvania State Control. It's a lot of interesting markets out there, and no one are the same. No two markets are the same. Yeah.

Jersey, you can't even pour your own gas. What's going on? 20, 25 people. That's not going to all off. Now, talk about drip irrigation and terrain. I know we do a lot of that in Vegas because of the, you know, it's not very, it's not very watery. How does that work for you guys? So the beautiful part about drip irrigation was founded, invented in Israel.

That's where it's from. It's now used all over the world, like you said, from a parking lot in Vegas to keep their flowers and not dying during the summer to all over. It made all the sense in the world that when the sprinkler was going around, it happened to be wasting a lot of water, right? The water was getting evaporated or hurting the leaves and not going straight to the correct part of the plant. A few scientists at a community of kibbutz in Israel figured this out and really changed the world as far as the wine world and the farming world on way to save water and actually make the plants healthier and stronger.

They've also done some other technology with insulated tanks and some other things. But, yeah, they definitely embrace technology. You know, some countries you can't even water your grapes. Yeah, they embrace it. They want you to have the best product that you can have through technology. And it's always been like that. Even 5,000 years ago, they still had these old wine vats that they were using it, but it was the most technology you can have, you know?

Do you want to name off some of your favorite wines? I don't get in trouble with the association there of some of the other things. You'll never get me in trouble when I say anything from Israel is my favorite. Oh, okay. I get the setup there. I just put up. All right. I see what that setup was. It was in my questions here. Okay. Well, now we know. And I'm looking at you guys provided us a wine map of Israel. And can people find this picture on your guys's website? Yeah, it's, well, you know what? After this conversation here, we're going to make sure we post it right away to our Instagram page so people can refer back to it and talk to it. I'll make sure our social media, a great social media team goes out and posts it. gets it out there. But that map reflects where all the wineries themselves are, where the building is where they're making the wine.

The cool part about Israel is they can get their grapes from, it's just like you said, it's a small country, so they can get their grapes from pretty much wherever they want in the country and still get them back to the winery to make some great wine. But a lot of the wineries are actually being more geographical, specific of where they're pulling grapes from.

But, you know, the country's small enough to be able to really, going all the way down to Negev, you can go, the joke is if you really wake up early you can go scuba diving in the morning all the way down south and you can go all the way up to the golan heights and go skiing in the same day yeah you can float in the dead sea with your wine glass i've done that i'll send you that picture chris i have that picture is that picture let's see here i don't think i don't think you have that one i'll send you that though here's a picture

of the wine feels beautiful big big thing you know the country doesn't look that small i mean we joke about israel being small country but yeah i mean it's expansive there's a lot of land there a lot of farmland. A lot of grapes, a lot of wine, a lot of drinking and stuff. And it's all kosher, folks, so no complaining about whatever that means. What was the other questions

that I have? When you trace the term back, it's all kosher, which you've been using forever, it makes all, it just means it's all good. It's all awesome. It's all, you know, it's good vibes these days anyway. So kosher is like good vibes, right? Yeah, someone wash their hands. Which I don't when I make wine.

I don't wash my feet. No, I'm just kidding folks i don't do any of that what what country would you compare the wines of israel to i would compare it to where the winemaker learned their ways i would compare it to you know if the winemaker studied at uc davis in california i think he's him or her are stylistically trying to make their wines more that style i think with the with technology there for them and with so much education there for them um i think it allows them to make wines really both ways new world old world however they prefer. And you guys say you have enhanced grape quality that controlled stress from regular water delivery.

That's kind of what I do to my plants and my body, I think, too. You get approved phenolic? Yeah, so what that is, it's like a little monitor, a little like strap around the plant. And we can like kind of monitor the plan, check them out, her out, and make sure that they're good. And what's going on is all good. And if they need more water, we'll give it to them. If they need more nutrients, we're there for it. That's our friend.

We love the plant. Yeah. We're tree hoggers. Data-driven irrigation as well. You know, you guys have such a great technology thing. We've had so many technologists, your own little Silicon Valley over there. You know, Waze came out of there. I'm trying to think of some other apps and companies that came out of there in technology.

And so you guys are really good at that. And I'm sure it sounds like you've utilized some of that stuff into your wine making and wine processing. So what more have we talked about that maybe we should share with people, have them get to know better, have them figure out where to get more and find out more about the wines. I think something cool also to do is, you know, if you want to play a game with your friends, I think wine is supposed to be fun and spirits are supposed to find fun ways to do cool things. Two ways I can tell you to have fun with my wines are go buy yourself a bottle, bring it to a friend's house and just tell them the story, look up the story, you know, find the story yourself out about the winery and just turn them on to a new, amazing thing about wine and tell them a story about a winery that never heard it before. And then a second fun thing I love doing is just bringing a bag and bringing a wine in a brown bag and not telling them where it's from, but I think it was based it and showing them

and say, hey, like, this was from Israel. I bet you would never have guessed that. It's just, you know, turning them on nuts of something new and, you know, showing something fun to them. Yeah. And then every now and then play a joke on them and say it's the bag bottle of wine that you got from the wine on the corner. No, I'm just kidding.

Don't do that, folks. That's probably not sanitary. That's probably not kosher either, because it's been opened and drinking by some guy who probably needs a bath. Where are we doing homeless jokes on the Chris Vos show? I don't know. It's all good. So Joshua, give us your final thoughts and pitch out as people as we go out on the show. Well, you know, I just want to say, thanks, Chris, for having me on.

I think, you know, having the opportunity to talk about wines from Israel and the great history behind it and what makes wine so powerful for so many people. people is the stories that their families or their ancestors got behind it and did. So wine is historical. Wine is fun. Wine is friendly. Wine is supposed to be some of this cool amazing thing. So I think trying new wines is also a way for you to go out there and learn about new places of the world that you might not know about completely. So when you go open a wine from Italy, go learn about that part of it. When you go open a wine from California, go check out the little part of California. When you open something from Israel, go do a little research on Israel. Look about what you're learning about and the history behind it. And, uh,

all the great stuff coming out of there. Do you guys host any, like Temecula used to have me come a lot to promote them, and we tour the wine things? Do you guys do any wine tour, vacation tour packages or anything yet? Where you can go around and hit all the wines? Yeah, you can definitely, the visitor centers are open and ready to go. You know, after a long day of touring and seeing history, there's nothing better than having a huge glass of wine to absorb all that history

and knowledge that you just saw while running around Israel. if it was to the caves or to Masada or to Jerusalem and walking the old streets, having a glass of wine after learning about history all day, there's nothing better. Yeah, or just having a glass of wine at the end of day, regardless of anything. I do miss wine, cellaring, and collecting wines. It was so great. I never really, you know, I was like, okay, yeah, you put in the cellar and, yeah, whatever, it's going to taste great five years now.

And I was kind of like yada, yada, yada. But, man, it really is amazing when you can get five or almost 10. 10 years. I don't think I've ever gotten to 10 years. I start getting corkage on shit and maybe it's something I'm doing wrong as storage. I'll tell you this. So I my son was born in 2013 and my wine cellar now is nothing but 2013. Wow. For his bar mitzvah and or wedding where I'm going to be crack in bottles of his birth year. Oh wow. Yeah. If I had kids, I'd be drinking too. No, I'm just kidding. That's a parent joke. So thank you very much for coming the show. We really appreciate it. Thank you so much for having me, Chris. Appreciate it. And give us the dot coms one more

time as we go out. It's at Israeli wines. It's at IWPA and my personal one is at Jagwines at Instagram. Thank you very much for coming to show. We really appreciate it. Thank you. Thank you. And thanks for audience for tuning in. Go to Goodrease.com, Fortess, Chris Foss, LinkedIn.com, Fortess, Chris Foss, one of the TikTok and all those crazy places on the internet. You know, the best thing that I do with a lot of things that I'm interested in, whether it's wines or something else. You go to the individual websites and subscribe to their newsletters, and that way you'll learn about the wines and you learn about the stuff and, you know, that's how you get it done, folks. Anyway, guys, be good at each other,

stay safe. We'll see you next time. That should have us out. Great show,