Recently, a new premium vodka has hit the shelves of liquor stores throughout New York and New Jersey. In a sector of the liquor market that often uses eye-catching packaging to drive sales, the Israeli Aviv 613, with its slender-pyramidal, hamsa-emblazoned bottle, is a real standout.
The vodka is the brainchild of Marc Grossfield, who formerly ran a successful consumer packaged-goods marketing company (hence the standout bottle), who in 2005 was looking for a new venture, and one in which he could “bring more positive energy to the world.” One day a friend asked him if he might be interested in making vodka in Israel, and told him of an Israeli distiller, Yossi Gold, “whose family is the real story of ‘Fiddler on the Roof.’ They were kicked out of the Russian Empire in the early 1800s, and they move to Safed,” said Grossfield, “They made vodka in the Russian Empire and when they moved to Safed they made vodka in Safed.”
Gold developed a new mash-bill for Aviv 613 Vodka that contains the “seven species”; wheat, barley, olives, figs, dates, grapes and pomegranates. The grains and fruits are distilled separately in a copper pot still, three times each, before being blended and distilled a final time. This distillate is then filtered six times before bottling.
While Aviv 613 is certified kosher by the Orthodox Union, unlike most Israeli spirits, Grossfield has not focused his export sales on marketing to kosher consumers. Aviv 613 was first released in Minnesota, where Grossfield is based, and according to customer surveys he conducted there, less than 4 percent of his customers are Jewish. Interestingly, the fact that the water used in producing the vodka comes from the Galilee “is a big connector to the non-Jewish market,” suggested Grossfield, because according to the Christian bible Jesus walked on the waters of the Galilee. “This past Easter in Minnesota we sold out all of our displays with signs that said ‘from the holy land for your celebration,’” says Grossfield.
More recently, though, Grossfield has started distributing Aviv 613 in New York and New Jersey through kosher wine giant Royal Wine Corp. The vodka is available in 200 stores in the region, and Grossfield reports that initial sales seem promising.
Aviv 613 vodka is a clear distillate, which has a clean nose with just a slight whiff of persimmon and other stone fruits. The palate is a bit sweet for a vodka, and in some ways is more reminiscent of an eau de vie. Look for a lightly grape flavor, with a hint of persimmon and a touch of spice on the finish. Smooth and well balanced, this vodka would be good served neat (but well-chilled), with tonic or in citrus-based cocktails. Available at all local kosher wine stores and Ma’adan as well. $27.99.
By Gamliel Kronemer
