'Man-oh-Manischewitz' making comeback

November 6, 2:09 PMNew York State Wine ExaminerWilliam M. Dowd

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   The iconic kosher wine

It used to be that if you remembered the "Man-oh-Manischewitz, what a wine!" slogan you were a person of a certain age.

However, everything old is new again in the case of the iconic kosher wine, sold by New York-based Constellation Brands. It is reviving its vintage advertising slogan as Manischewitz, which markets an entire line of kosher items, seeks to push its wines and other products more into the consumer mainstream.

The wines are sold by Constellation under a licensing agreement while Manischewitz concentrates on selling its matzo ball soup, borscht, gefilte fish and other foodstuffs under various brand names such as Rokeach, Season, Mother’s and Mrs. Adler’s as well as Manischewitz.

Rather than restricting the old slogan to wines, Manischewitz has been increasing its use in promoting its lines of broths, its annual cooking contest -- renamed the “Man-O-Manischewitz! Cook Off” -- print and radio commercials, a special website , in-store samplings, and a presence in social media such as Facebook and Twitter. 

Manischewitz wine is made at the Widmer Wine Cellars in the Finger Lakes. Widmer is a member of the Canandaigua Wine Trail. [Go here to access information all of New York State's wine trails.]

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