
There is niche - and there is niche.
Former Detroit Pistons NBA star Isiah Thomas - now a wine distributor - is launching the first celebrity-backed kosher Champagnes in the US as an extension of the Cheurlin Champagne brand.
Now only 54% of Americans drink alcohol, and only approximately 2.4% of the total US population is Jewish.
That means a limited but potentially lucrative target market.
But former NBA Hall of Famer Thomas has released Cheurlin Brut Spéciale (a blend of 70% pinot noir and 30% chardonnay), priced at US $75, and Cheurlin Thomas Célébrité, a zero dosage Blanc de Blanc (60% chardonnay and 40% pinot blanc), priced at $100 in the US market.
Both wines are described as “mevushal”, meaning they have been flash-pasteurised, so they remain kosher even if handled or served by non-Jewish people, trade publication drinks business reports.
Thomas hopes that “by introducing the kosher certification, we aren’t just adding a label, we are introducing more people into the Cheurlin family.”
Thomas became the exclusive US importer of the Cheurlin Champagne brand in 2016.
The Cheurlin family has been growing grapes and producing Champagne in Aube since 1788.


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