The first container of ‘Handcrafted Wines of Israel’ has left for Russia. As a result some of the best Israeli wines will now be drunk in the fine restaurants of Moscow.

The lead up to the order revealed the work involved. Oded Shoham, Export Manager for Carmel Winery & Manager of the ‘Handcrafted Wines of Israel’ project, first surveyed the market as being one with enormous potential. He traveled there with wines from each of the ten boutique wineries he represents – no easy logistical feat - and conducted tutored tastings of Israeli wines for the press, the prospective importer and their customers. Oded then hosted the specialist buyers in Israel, not only visiting the ten wineries in the consortium, but also generously taking time to tour all the major Israeli wineries. He said:“ I considered it important – why not show the variety & quality of the Israel wineries?”

Finally the order arrived and the next task was administrational. Teaching wineries, some of which have not exported before, how to prepare paperwork for export and how to affix the banderolls which are required there, was not easy. However seeing the first order leave and another one promised on the way, made it all worthwhile. “There is enormous potential for Israeli wine in Russia.” Said Oded, “There is a well developed fine wine market there and a good feeling towards Israel. We have follow up tasting events planned & we will participate at the next major wine exhibition in Moscow to support our wines.” Russia is the seventh country Oded has succeeded in selling Israeli wines since the concept was launched in February 2004.

Oded Shoham has had a long varied career on the Israeli wine scene including vineyard management, marketing, retailing, importing & now exporting. He began managing the vineyards of Tzora Winery & was then involved in marketing the winery, which became of Israel’s most successful boutique wineries. He has managed one of Israel’s best retail wine stores, Mishkeot Shel Naftali, and was import manager for Barkan / Segal when they represent some of the world’s finest labels. Last year he joined Carmel Winery as Export Manager for Europe and he manages ‘Handcrafted Wines of Israel’ finding time to represent ten of the finest wineries in Israel: Amphorae, Bazelet ha Golan, Castel, Chillag, Flam, Hamasrek, Margalit, Saslove, Tzora, & Yatir. There are few people of Oded Shoham’s experience working in the Israel wine industry. It is a comforting thought that a man of his talents, is working on behalf of some Israel’s very best wineries, to advance the image of Israel abroad, as a quality wine producer.

Sept. 2004