Sommeliers-in-training

October 31, 2008 - 11:36 AM by Harry

A member of The Premier CruOne of the most cleverly snide Israel-related blogs out there, Zabaj pines for an Israel that makes the most of her potential. But Zabaj conveys this message by bitingly yet lovingly calling natives out on their shortcomings. A recent Zabaj rant cuts an up-and-coming sommelier collective down to size nicely.

Israeli wine tastes have steadily been improving over the past decade or so, and with the growing number of delicious wines now being produced here, the country has become a destination for oeno-tourism. So it only makes sense that firms like Premier Cru are starting to pop up, offering wine catering for private upscale events, consulting services for discerning (or discerning wannabe) customers and special tastings.

Nevertheless, the launch of the Premier Cru website is surely an occasion for ridicule.

The most interesting part of the site, however, is “The Team,” where they provide detailed bios on all their wine connoisseurs.

In this case, knowing the people behind the company makes you lose any interest in actually working with them. The impression you get is that most employees are students at Tel Aviv University (many seem to be majoring in biotechnology) and are also children of the former soviet union.

But wait – it get’s more entertaining and scathing….

And if you have any doubt, make sure to read Tal’s profile, where you’ll learn that she enjoys “light athletics” (don’t ask me what that means) and “banji.” I wonder if she packs a beg of mashrooms while on her way to do banji.

Does anyone get the impression from the website these people can do what they claim? No references, no real pictures, no stories… just glamorous-sounding mumbo jumbo. And, by the way, all the pictures on the site were taken in a furniture store.

Ouch. Alright – so their transliteration from Hebrew-appropriated English into proper English isn’t the most accurate. And they don’t really have sense of what kind of marketing content would be impressive to potential customers. If only I could find the address for that furniture store….

Tags: , , , , , , • Category: A New Reality, Blogging, Business, Food, General, Israeliness 

Comments

2 Comments on Sommeliers-in-training

  1. Jacob Shwirtz on Fri, Oct 31st 2008 12:27 PM

    2. For great furniture, or your next photo shoot, check out the spot preferred by expert sommeliers (and immigrant biotech undergrads), http://www.rugine.co.il/.

  2. Israeli wine demarginalizes settlers | Israelity on Wed, Dec 31st 2008 9:00 PM

    3. [...] and barrel caves. Many of Israel’s up-and-coming wineries are kosher, but the trend is not only for the God-fearing – especially when it comes to the increasingly developed pallets of local [...]

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