This is the tenth article I am writing on wineries from the Judean Hills wine region of Israel. No matter where you look around the landscape of Israeli wines and wineries you will find story after story of rebirth, renewal, and a fair amount of plain old new! Carmel, Binyamina, Barkan, were all producing mass consumption/bulk wine up until 1o to 15 years ago. Since then, they have seen serious rebirth, still selling almost undrinkable swill for the masses, and also selling high-end, and very respectable wines for us wine aficionados.
Personally, I think it is the correct business structure to have for a growing winery. You need simple bulk wines that have high margins and can be sold anywhere and everywhere. Wines that people buy in the millions, literally. Then you need wines that bolster the lineup, entry-level wine-drinker wines, that can be the bridge to take you from swill to paradise. Think white zinfandel from Herzog Wine Cellars, they sell those bottles by the millions and they are the perfect gateway drug to get you to Chenin Blanc and then maybe to Chardonnay or Black Muscat, and finally to some real dry red wines.
Today the winery we are looking at is the Teperberg winery which was founded in 1870 by the Teperberg family (from where the name of the winery is derived) in the Old City of Jerusalem. Actually, to be accurate it was located in an alleyway of the old city of Jerusalem, and may well have been the first winery in the modern era of Israel. Later in 1964, the winery moved outside of Jerusalem, to the then quiet suburb of Motza (now a thriving community), and took on the name Efrat. The winery, ignoring its many name changes, continues to mostly produce sacramental sweet wines, as that is what its main clientele are looking for. However, in the 1990s Efrat started to create dry red wines, and to be honest they were a disaster. I remember always passing up on them, even when in school, and buying Carmel dry or semi-sweet wines instead. Read the rest of this entry