Money Flowing Like Wine
By Nir Kipris (Globes Market Analyst, March 28, 2005)

Wineries that aren’t connected to a large producer are forced to demonstrate exceptionally creative marketing strategies. The best example of this is the series of moves made by Golan Tishbi of the old wine family from Binyamina. Tishbi made a point of incorporating his mid-range wine as part of the regular stock sold at the IKEA chain, which has since become one of the wineries biggest sources of sales.

In addition, Tishbi also came up with the idea of ‘refill stations’: 283-liter wine tanks spread out over 13 stations throughout the country. The consumer comes with an empty bottle from home and fills up wine according to the ingenious price of…shekels per liter. Although the wine available at the refill stations can’t be compared to the better-quality Tishbi wines, for the money, it is a very good deal – a key concept in Israeli wine marketing.