My guet this week is Joshua Greenstein of the Israeli Wine Producers Association (www.Iwpa.com)
Joshua Greenstein Founder & Executive Vice President, Israeli Wine Producers Association (IWPA)
Joshua Greenstein is a fifth-generation wine industry executive with more than two decades of experience in sales, marketing, and brand development. Since entering the industry in 2003, he has built a reputation for driving growth, elevating international wine regions, and connecting producers with the U.S. market.
A graduate of the University of Hartford, Greenstein began his career with Peerless Importers as a merchandiser before moving into a sales role with Gallo Wine & Liquor in New York City. He later joined W.J. Deutsch & Sons, where he served as a District Manager overseeing marketing strategy and brand development across the Metro New York region.
Over the past nine years, Greenstein has served as Founder and Executive Vice President of the Israeli Wine Producers Association (IWPA), while also leading a division of Royal Wine Inc. as Chief Marketing Officer. In this role, he manages a national team, works closely with distributors across the country, and develops strategic programs and events that support a diverse portfolio of Israeli wines in the U.S. market.
Greenstein collaborates directly with more than 40 Israeli wineries—ranging from boutique producers to large-scale operations—guiding their brand positioning, communications, and market expansion throughout the United States. Under his leadership, IWPA has played a key role in elevating awareness of Israel as one of the world’s most dynamic and fastest-growing wine regions.
Blending thousands of years of winemaking heritage with cutting-edge technology, Israeli wines today represent a unique intersection of history and innovation. Through IWPA, Greenstein continues to advance a unified voice for the category—educating trade and consumers alike, and positioning Israel as a world-class wine region.
Good Life Guy’s Wines of The week:
Several High Quality Israeli Wines from the top growing regions in Israeli
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