Israel’s Wine Revolution: From Ancient Roots to Modern Recognition

Josh Greenstein on SBN Newsmakers 4/30/2026

Bayonne, NJ – As spring arrives and families around the world gather to celebrate spring and summer, the wines of Israel offer a meaningful connection to the land where so many of these spiritual traditions began. Blending thousands of years of winemaking heritage with cutting-edge innovation, Israel has emerged as one of the most exciting and dynamic wine regions in the world.

From the vineyards of the Galilee to the hills surrounding Jerusalem and Judea, Israeli wines bring the history and spirit of the land directly to the table during spring celebrations. For many families observing Passover, pouring Israeli wine during the four cups of wine at the seder adds a powerful layer of symbolism—linking the story of freedom and the Exodus to the very soil where biblical history unfolded.

In this episode of SBN Newsmakers, SBN News Director Steve Lubetkin chats with Joshua Greenstein, founder and EVP of the Israeli Wine Producers Association, shares insights into Israel’s rich wine history, innovative practices, and the unique qualities of Israeli wines. Discover how Israeli wines are gaining recognition globally despite regional challenges and learn where to find these wines in the US.

Israel’s wine revival has reignited global interest in both ancient indigenous grapes and classic international varietals. Among them:

• Argaman – a bold Israeli-developed grape known for deep color and flavors of blackberry and Mediterranean spice
• Dabouki – an ancient white grape revived by boutique wineries, offering floral aromatics and gentle acidity
• Marawi (Hamdani) – an indigenous white grape linked to biblical-era viticulture, producing crisp, mineral-driven wines

Alongside these historic grapes, varietals such as Cabernet Sauvignon, Syrah, Grenache, Chardonnay, and Sauvignon Blanc thrive across Israel’s diverse terroir—from the Upper Galilee and Golan Heights to the Judean Hills.

About the Israeli Wine Producers Association (IWPA)

The IWPA unites Israel’s diverse wineries under one mission: to elevate global recognition of Israel as a premier wine-producing country. The association encourages wine lovers to explore bottles that stand proudly beside those from Italy, France, Spain, and Argentina. For updates, education, and winery highlights, follow @IsraeliWine and visit www.iwpa.com.

The IWPA unites Israel’s diverse wineries under one mission: to elevate global recognition of Israel as a premier wine-producing country. The association encourages wine lovers to explore bottles that stand proudly beside those from Italy, France, Spain, and Argentina. For updates, education, and winery highlights, follow @IsraeliWine and visit www.iwpa.com.   

Joshua Greenstein

Joshua Greenstein is a fifth-generation wine industry executive with more than two decades of experience in sales, marketing, and brand development. Since entering the industry in 2003, he has built a reputation for driving growth, elevating international wine regions, and connecting producers with the U.S. market. 

A graduate of the University of Hartford, Greenstein began his career with Peerless Importers as a merchandiser before moving into a sales role with Gallo Wine & Liquor in New York City. He later joined W.J. Deutsch & Sons, where he served as a District Manager overseeing marketing strategy and brand development across the Metro New York region. 

Over the past nine years, Greenstein has served as Founder and Executive Vice President of the Israeli Wine Producers Association (IWPA), while also leading a division of Royal Wine Inc. as Chief Marketing Officer. In this role, he manages a national team, works closely with distributors across the country, and develops strategic programs and events that support a diverse portfolio of Israeli wines in the U.S. market. 

Greenstein collaborates directly with more than 40 Israeli wineries—ranging from boutique producers to large-scale operations—guiding their brand positioning, communications, and market expansion throughout the United States. Under his leadership, IWPA has played a key role in elevating awareness of Israel as one of the world’s most dynamic and fastest-growing wine regions. 

Blending thousands of years of winemaking heritage with cutting-edge technology, Israeli wines today represent a unique intersection of history and innovation. Through IWPA, Greenstein continues to advance a unified voice for the category—educating trade and consumers alike, and positioning Israel as a world-class wine region. 

For more information, visit www.iwpa.com or follow @IsraeliWine.