If you’ve ever been to a Passover seder or a Shabbat dinner, chances are you’ve seen a bottle of Manischewitz on the table—its deep purple hue and signature sweetness as familiar as the matzo beside it. But Manischewitz is more than just wine. It’s a legacy.
Founded in 1888 by Rabbi Dov Behr Manischewitz in Cincinnati, Ohio, the brand began as a humble matzo bakery. Rabbi Manischewitz revolutionized kosher food production by introducing mechanized matzo baking—making kosher staples more widely accessible across North America. What started with matzo quickly expanded into a full pantry of Jewish comfort foods: soup mixes, gefilte fish, and yes, that unmistakable Concord grape wine.
Over the years, Manischewitz wine has become a cultural touchstone—equal parts nostalgic and iconic. Its ultra-sweet, easy-to-love flavor has made it a holiday table must-have and, for many, their first introduction to wine. While its reputation might be kitschy in some circles, for countless Jewish families, it’s a beloved symbol of tradition and togetherness.
And Manischewitz isn’t stuck in the past. The brand has branched out in recent years, introducing lighter and drier varieties like Elderberry and Blackberry wines to appeal to a broader (and possibly less sugar-loving) audience.
Still, whether you sip it out of nostalgia, tradition, or curiosity, Manischewitz remains a proud emblem of Jewish-North American heritage—sweet, storied, and always welcome at the table. —Noa Nichol
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