Noam Steinhart

Sonoma State Wine Business graduate, Noam Steinhart, helps launch first online wine company in Israel. "It all started when I got an internship in Israel with top sommelier, Jessy Bodec," explained Steinhart. "When the internship ended, he asked if I could come and work for a new online wine company in Tel Aviv."
 
Now after 16 months of start-up, Devine, headquartered in Tel Aviv, Israel, has sold thousands of bottles of wine from around the world to customers across Israel.  Modeled on the wine clubs found in California, Devine offers customers a choice of 6 or 12 bottles per bi-monthly shipment.

Steinhart, a 2013 graduate of Sonoma State University with a B.S. in Business Administration concentrating in Wine Business Strategies, already had some great work experience when she finished her degree.  "I worked at Sonoma Wine Shop managing the bar and store, as well as the Wine Club," explained Steinhart. "These jobs provided me with some of the skill sets I needed to help launch Devine in Israel."

Born and raised in Israel, Steinhart moved to Palo Alto, CA with her parents and three younger siblings at the age of 10. Growing up in a house where the kitchen was always the center of the family, she discovered her passion for the culinary world and lifestyle. Throughout the years she tasted many wines and discovered her palate. She chose to come to Sonoma State in 2008 because of its Wine Business program, which attracted her because of the integration of business skills with wine knowledge. The undergraduate degree was the first of its kind in the US and today is one of many offered through SSU's Wine Business Institute, including an MBA and Executive MBA in Wine Business, online certificates, seminars and forums.

 
After graduating in December 2012, Steinhart decided to move back to her roots in Tel Aviv and discover what her knowledge can offer in the blooming wine industry in the Middle East.
 
Home to more than 7 million people, Israel is one of the oldest wine producing countries in the world, with records showing winemaking in the region as early as 1800 BCE.  Today Israel boasts more than 300 wineries, located in 3 major winegrowing areas:  1) The Judean Hills between Tel Aviv and Jerusalem, 2) The Golan Heights, in the north, and 3) The Galilee, on the Jordanian border.  Due to the hot desert climate, the major grape varietals are cabernet sauvignon, merlot, syrah and sangiovese.
 
"We sell wines from many of the local wineries," reported Steinhart, "but we also import wines from around the world, and then deliver directly to people's houses."  She explained that the transportation system in Israel is quite reliable and that wine shipping costs are not as high as in the US.
 
According to Steinhart, Devine, launched by Gali Feigin and Yael Avidor, provides a unique service to the Israeli consumer as the concept of wine club did not exist in Israel until now. The Israeli consumer is extremely picky and does not want to buy anything blindly. She explains that Devine offers a secure, comfortable service, where the consumer is guaranteed satisfaction at a reduced cost. Although a fairly new company, Devine has already been featured on Israeli Television, numerous publications and recently sponsored Tel Aviv's most prestigious art festival, Fresh Paint. Devine also offers its club members special events such as tours in the local museum, wine education courses. Devine has a partnership with wine blog "Winefolly" and collaborates to translate and use content in order to provide a broader wine education.
 
When asked about her career goals, the 24 year old Steinhart was positive. "One of my career goals was to work in the wine industry in Israel.  Now that I'm doing that, I'm having so much fun and learning a lot.  As long as I'm working in the global wine industry, I'm sure I will be happy."