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Wine and Zionism
Adam Montefiore, a descendent of the legendary philanthropist, studied the secrets of winemaking in the UK, his birthplace. He made aliyah to Israel to put his Zionism into a bottle
Smadar Shir
His surname name didn't help Adam Montefiore find a job 18 years ago, when he sold his luxurious home in London, packed up his wife and three kids and landed at the Ra'anana absorption center. In retrospect, his surname may have even worked against him. "People heard that I was a Montefiore and thought that I was also a Rotchschild," he said.
Today, in the capacity of Carmel's international marketing director, he permits himself to direct a little arrow towards his fellow Israelis who couldn't figure him out. "Wine belongs to the world of the pompous," he said. "Many people claim that they understand wine, when in fact they don't know a thing. Things have improved in recent years, but even today in the most prestigious restaurants, those who recommend the wine are students earning extra income, and not sommeliers - trained wine stewards."
Montefiore first became familiar with the world of wine thanks to his distant roots. The Montefiore family's story began in a small Italian village. In the latter part of the 18th century the family immigrated to England, and one of its descendents was Moses Montefiore, an avid wine enthusiast, who according to the stories drank a bottle a day.
Upon arriving at the Holy Land he tasted the fruit of the local vines, and even then wrote that the Jews should plant vines for winemaking. As a practical man, he also acquired land with the aim of encouraging agricultural settlement.
The Sabag family came to England from Morocco more than 200 years ago, and their ties with the Montefiore family were forged following marriage. Sarah, Moses Montefiore's sister, married Shlomo Sabag, and their 11 children were the nieces and nephews of Sir Moses who was childless.
In time, when the generous Sir Moses sought an heir, he chose Yossef Sabag, his favorite nephew, on condition that he add the name Montefiore to his own.
In 1883, a year prior to his death, the 100-year-old Sir Moses Montefiori made his last donation to Israel - to the city of Rishon LeZion. One hundred years later a complete circle was made. A young Englishman with blue eyes came to the Carmel Winery in Rishon LeZion, Adam Montefiore, the great-grandchild of Sir Moses' heir.
"Of all my family I was the only idiot who decided to come to Israel," he smiled. "I was raised in a Zionist family, and it was important for me that my children be raised in a Jewish State."
Following seven visits to Israel, during which he fell in love "with everything Israelis love to hate, such as the sun and the heat waves (hamsin)," he made aliyah with his wife Gill (who didn't have to work in England but is now working at a travel agency) and their three children, Liam, David and Rachel.
He began his romance with wine on taking the Wine & Spirit Education Trust courses and exams "where I learned the history of wineries, the agriculture and climate of various vineyards. It's an entire language, and during the professional courses I got the opportunity to taste the world's finest wines."
He sent his resume out to every winery and waited for an answer. The answer I got was that "we don't currently have an opening." I presume they didn't quite know what to make of me. I was English with a foreign mentality and I didn't speak the language.
One day I was sitting with Dan Propper from Osem who was reviewing my resume and he asked 'why did you come to me?' He then proceeded to call Avraham Ben-Moshe, who was the Carmel Winery's managing director at the time.
"I only learnt the language after starting to work, and that's when I also learned how to become an Israeli, namely a little less well-mannered."
When choosing a wine, he says, do not to look for brands. "We don't need imported wine, be proud of local wine produce which is reaping awards worldwide."
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