Food
Wine and alcohol
MINE WINE: The Israelis who (finally) put good wine in a can
This is certainly a blatantly inelegant delay, but you can forgive them and have a drink
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wine
Red wine
White wine
rosé wine
Yaniv Granot
Thursday, 02 September 2021, 06:00 Updated: 06:43
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Yes, the good people behind MINE, the new Israeli wine cans venture, had a lot of fun talking to me.
It was felt here and there throughout the conversation, but was particularly noticeable when I must, simply must, to demonstrate cosmopolitanism, declare that I drank cans of wine abroad for more than a decade, and wonder what they think I should be excited right now.
Meet the instagram stressed the Walla Dining
conversation was relaxed Until that moment, and even my spectacular show did not hurt her humanly, it seems. And more in Israel!) Sort in a can.
To the credit of the good people behind MINE it can be said that they did not expect me to get excited, certainly not to get excited, and they too, it seems (though not at the same declarative level), have been drinking some cans of wine (abroad, yes) in recent years. , All that remains is to open a can, and figure out what the story is here.
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To the full article
A grandiose but applicable plan.
MINE cans (Photo: Ben Pelchov)
"It was important for us to get to a place that knows how to do it, but also that allows us to be involved."
Roi Yitzhaki, Gal Zohar and Amnon Iluz identified in time the trend of cans that is now sweeping the world of world wine.
Enough time to be the first to offer such an Israeli product on the shelf (though not the first in general, in a market that also includes Private Beach, for example, which is imported to Israel by DeVine).
It all started two years ago, in two close conversations - one with a very old wine man in the United States who recommended investing, and the other among themselves - whose closeness made it clear that they had come up with something here.
"It was important for us to get to a place that knows how to do it, but also that will allow us to be involved in all stages of doing, and that will agree to accept us and our solid opinions," Yitzhaki and Zohar explained in a conversation with Walla!
Food.
This someone turned out to be a veteran family winery in northern Italy, making cans for over a decade and able to contain the same "solid" opinions.
Frequent visits to the area led to the formation of the favorite wine - "something fun and delicious that you feel like drinking", as their general definition - and a "grandiose but applicable" business plan was launched to do the rest.
Game-changer.
MINE wine:
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A post shared by It's MINE, It's WINE.
(@drinkmine)
"My sporting activity these days amounts to lifting wine crates, and only when I lifted the cans did I realize how heavy and cumbersome and unnecessary the glass is."
"We both come from the other end of the scale in the world of wine, the highest and most arrogant there is," they said, ".
This other something is a kosher wine from Pinot Grigio grapes, in two cans to choose from - white wine and rosé wine, sparkling lightly and shaped like something that can’t fit into a wine tasting evening as it is dressed. "We have many hours in the winery's labs, with the taste and aromas, but also a lot of work on the branding, and the look & feel of the product," they explained, "from the aluminum of the cans to the logo."
The program is based on target audiences who want to see in front of their eyes actions that take into account the environment (cans versus glass, in this case), and locations that do not allow the introduction of glass bottles in the first place, such as football stadiums and concerts, or just a beach. "My sporting activity these days amounts to lifting wine crates," Yitzhaki shared, "and only when I lifted the cans did I realize how heavy and cumbersome and unnecessary the glass is."
The small Israeli market will be a legitimate starting point, and from there the road is open. "The United States is a country with a lot of cans, right, but the rest of the world is still in its infancy, and it's still small and growing," they said. He is the owner and principal of the Israeli branch of the International School of Wine and Alcohol), taking all this high and simply making it accessible.It's going to be a game changer. "
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