Schapiro’s Wine Reboot Unveils New ‘Sederade’ Kosher Beverage

Posted on: October 6th, 2014 at 11:35 am by

This image has been archived or removed.

Schapiro’s in 1987, Photo: Ted Barron

Schapiro Wine Company, born on the Lower East Side in 1899, practically invented the Kosher wine business. Their family empire began rather auspiciously on Attorney Street as the California Valley Wine Company, but truly flourished once the business relocated to 126 Rivington Street. At this address, the company would eventually create a block-long network of cellars where grapes were pressed and fermented. Its tenancy between Rivington and Norfolk would last nearly a century, until the family’s sale of the buildings in 2000. The brand itself remained in the game until 2007. However, as we reported last year, the iconic brand is making a retail comeback, doing so as we speak. The reboot was orchestrated by direct descendant Daniel Schapiro at the helm.

The first product currently in beta, so to speak, is non-alcoholic, and therefore marketed to an all ages demographic. Schapiro told us in an email conversation that “The goal was to take a brand that invented traditional ‘kosher wine,’ and was only known to the older Jewish generations, and attach a product that can be relevant to the younger Jewish generations.” And thus, the cartoonish spin-off “Sederade” was born.

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Photo: Schapiro’s Kickstarter

“Sederade,” as its name suggests, is marketed as a kid-friendly beverage for the Passover holiday (it’s Kosher for Passover). There are three flavors – orange, black cherry, and lemonade. The logo itself is something reminiscent of some commercials during Saturday morning cartoons, and features street signs of the corner of Rivington and Essex.

A Kickstarter campaign went live this morning to help fund the project. The self-stated goal is to “help the Schapiro’s brand reclaim its rightful place in the pantheon of great American Jewish brands for a new generation.” Cash donated will help with productions and manufacturing costs, as well as the Rabbinical supervision needed to ensure kashrut. Sederade will be produced at the Organic Food Incubator in Long Island City.

Do you think Sederade will be thick enough to cut with a knife?

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