Yossi Zakon, owner and founder of Joseph Zakon Winery, speaks about producing the first kosher low-alcohol wine and building a business.
Interview by Crown Heights Young Entrepreneurs
What prompted you to join the ranks of the winemaking industry?
When I was young, I was taught that wine was a beverage of prestige—not only within society, but from a Torah standpoint as well. So much so, that a bracha is dedicated solely to it. However, the kosher wine industry at the time primarily offered wines that were thick and syrupy in texture, and the experience it presented was a far cry from what it is associated with.
I concluded that either the so-called wine “experience” was fabricated, or that Jews did not know how to create great wine. After doing some research, I discovered that there wasn’t much interest in winemaking amongst Jews.
Overall, not many were aware of what it takes to produce fine wine, particularly how to control the fermentation with refrigeration. Prior to the early 20th century the equipment necessary for the process had not yet been industrialized or invented, and after the Holocaust, Jews did not take interest in the latest techniques in winemaking.
I was determined to produce a kosher wine that met the standards and quality of its non-kosher counterparts. I opened Joseph Zakon Wineries at the age of twenty-one, making me the youngest person to own a winery bonded and licensed by both New York state and the federal government.
What sets Zakon wineries apart from other wineries?
Our winery is the very first to have offered kosher wine with a low-alcohol content. Prior to 1981, such a product wasn’t available to the public, so our wine was a real novelty.
What do you think was key in the success of the company?
I used the New York State Vitis vinifera grapes to produce the first kosher chardonnay and dry wine. At the time, the kosher palette wasn’t accustomed to drinking dry wines, so my market was comprised mostly of non-kosher restaurants. As many consumers were looking for a lighter, easy-to-drink product, we created the Kesser label with a low-alcohol line, which really took off.
What obstacles did you encounter when you first started out?
Lacking knowledge of the wine industry was my greatest obstacle. To top it off, I was a first generation entrepreneur, so I had no one in my family to guide me in the ins and outs of managing and starting a business. Not having resources for financing proved to be a challenge as well. Through the ups and downs, I have found that it is best to note your successes while simultaneously looking for ways to improve.
Are there any products or projects you are currently working on?
We are currently developing more efficient methods of wine production that will make it simpler to produce kosher wines and require less manual labor. That way, our kashrus certification can be even more easily enforced and supervised.
What advice would you offer to someone looking to start a business in this or a similar industry?
I believe that all successful entrepreneurs need three things:
Firstly, they need to believe in their idea and exhibit a passion and excitement for what they plan to produce. Perseverance is second. In my case, it took ten years until I began to see the fruits of my labor. In this day and age, I see young entrepreneurs doing things much faster. But despite how fast paced and innovative we have become, every idea requires perseverance, and success comes in ways you sometimes least expect it. Lastly, one must learn to accept criticism, and develop a tough skin when faced with negativity from others.
It is also very important to network and befriend people in your industry. When I was starting out, it was to my luck that I had befriended the Robinson family, owners of the Manischewitz Company at the time. They were thrilled that a young Jewish man like myself sought to enter the wine business, and they were there to assist me with anything I needed. Such relationships offer entrepreneurs an edge in pursuing their goals, as these contacts can share their invaluable real-life experiences, which are often worth more than a college education.
VIDEO: Zakon makes wine with students of Oholei Torah school
