In an effort to reach beyond the traditional ethnic market, L’Chaim kosher vodka and wines will be distributed by Walmart Stores in the northeastern and southeastern states, it was announced in Miami today by Florida entrepreneur Ralph Mizraji, owner of the recently introduced brands.
“By partnering up with a major retailer such as Walmart we’re escalating our marketing reach well beyond our traditional buyers to now include a much broader audience segment in the marketplace,” Mizraji explains. “This adds a whole new dimension to our distribution and sales of our ‘To Life’ vodka and wines. “However, of course we’ll still keep a focus on our kosher market buyers, especially with the upcoming Jewish high holidays.”
The new premium L’Chaim Vodka and sweet wines are rapidly gaining momentum and acceptance in the market and are now in hundreds of retail stores, popular restaurants, clubs and lounges. “Our feeling is that kosher brands add an essential component to the marketing mix in any store,” he relates. The kosher market is the US accounts for US$150-billion in sales annually.
According to Mizraji: “The new premium vodka is kosher, purer, cleaner and of better quality.” L’Chaim, which means, ‘To Life,’ uniquely ties to Israel’s history by sourcing its water from natural springs shunning the filtering and de-mineralization treatments. The process was learned in Israel where it undergoes a specially commissioned production process that strips the vodka of any impurities during its three distillations. The development is supervised and certified by the Orthodox Union. The new vodka is being targeted at males and females, 21 to 55-years-of-age who “live fun and active lifestyles”. It is 40%ABV / 80-proof. The RRP for the 1.75 lire size is US$29.99 and US20 for a 75cl bottle.
The L’Chaim Kosher Wine series followed the successful launch of the L’Chaim Kosher Vodka and was introduced simultaneously with the formation of a strategic partnership with Southern Wine & Spirits of America in Miami, Florida. Southern Wine & Spirits is a US$10-billion a year distribution company with 11,000 employees which service some 200,000 points of distribution across 35 states.
In addition, Mizraji relates that he has selected the makers of Baron Herzog, renowned for eight generations of making the finest award winning wines and the largest producer of kosher wines to create and produce the L’Chaim kosher wine series. “They developed what we felt is the perfect aroma, tone and taste for our new L’Chaim ‘To Life’ kosher sweet wine series,” notes Mizraji.
“The combination of working with the largest wine and spirits distributor in the United States along with the largest producer of kosher wines suggests that we will have the best and foremost opportunity to compete aggressively with the long-standing category leaders,” he comments. “The addition of the Walmart Stores also greatly strengthens our position and enhances our marketing, distribution and retail sales programs.”
“Our brand name is fresh and clever and the marketing and branding are totally relevant to today’s strategies, themes and approaches,” Mizraji explains. “There’s certainly a genuine strength and assurance in that both the producer and distributor are leaders in their respective fields and the packaging is notably graceful and attractive and most worthy of any celebration or dinner table.”
The L’Chaim kosher wine series has been handcrafted and designed exclusively for L’Chaim and comes from a vineyard with soil enriched and nurtured by basalt and terra rosa located within a strategic region with ideal climate conditions for the grapes. They are carefully harvested with only the finest quality of the low yielding crop selected to process and age to perfection, thereby achieving a perfect balance of flavour, colour, aroma and taste. L’Chaim kosher wines are 9%ABV with an RRP US$5 for 75cl.
29 July 2013 - Felicity Murray