Two-time NBA Champion, 12-time NBA All Star, and Basketball Hall of Fame inductee Isiah Thomas made wine history when he became the first African American owner-operator of a Champagne house a decade ago. Now, Thomas’ Cheurlin Champagne is breaking new ground again with the release of a two-cuvée collection of kosher wines that will be the first celebrity-owned kosher Champagne available in the United States.
When Thomas first learned about Cheurlin Champagne — which has been crafted in France for over two centuries by nine generations of the Cheurlin family — he was struck by the operation’s commitment to tradition and quality and impressed by current grower-producer Thomas Cheurlin, their matching first and last names a touch of kismet. The basketball legend would go on to become the exclusive owner and U.S. importer of the Cheurlin brand in 2015, and Cheurlin Champagne even became the official Champagne of the National Basketball Players Association (NBPA) in 2019.
The current selection of commercially available kosher wines is limited, and kosher Champagne is rarer still. “I’m a big believer in excellence being available for everyone,” says Thomas. Industry reports project continued growth for consumer interest in kosher foods, with the market size potentially reaching around $35 billion in 2034, compared with $26 billion today, according to USD Analytics.
Isiah Thomas’ Cheurlin Champagne is launching two kosher cuvées.
Courtesy of Cheurlin Champagne
When paired with Thomas and the Cheurlin family’s desire to “meet people where they are,” these market predictions prompted the latest major product development for the brand: two celebrity-owned and kosher-certified Champagnes that happen to have zero sugar added, just like the rest of Cheurlin’s bottles of bubbly. The former Pistons point guard hopes that, “by introducing the kosher certification, we aren’t just adding a label, we are introducing more people into the Cheurlin family.”
While Manischewitz — a budget-friendly, sweet red wine that’s made in the U.S. and features Concord grapes — may be the category’s most recognizable brand, kosher wine can be made in any region of the world from any variety of grape. “Kosher wine is wine that is produced according to Jewish religious laws under strict supervision,” Thomas explains. “It specifies ingredients that are added as well as how the product is handled throughout the production process.”
To achieve this while still producing its wines in France, Cheurlin Champagne is working with Royal Wine Corporation, a New Jersey-based manufacturer, importer, and distributor of kosher wines. Thomas describes the manufacturer as a natural partner for his brand, saying “like Cheurlin, Royal Wine is family-owned going back several generations. They are experts and one of the largest producers and distributors of kosher wines in the world.”
Cheurlin Champagne’s new kosher collection includes the Cheurlin Brut Spéciale, a Double Gold winner of the New York International Wine Competition in 2018 that features the brand’s flagship blend of 70% Pinot Noir and 30% Chardonnay grapes and rings in at a standard retail price (SRP) of $75.
At a slightly higher price point, you can snag a kosher rendition of the Cheurlin Thomas Célébrité, Thomas’ signature, award-winning zero dosage Blanc de Blanc featuring 60% Chardonnay and 40% Pinot Blanc for an SRP of $100. Both bottles are mevushal, meaning they’ve been flash-pasteurized, so they remain kosher even if handled or served by non-Jewish people.
The collection will officially launch at the 20th annual Kosher Food & Wine Experience on Feb. 3. “For the last decade, my partnership with the Cheurlin family has focused on sharing the craftsmanship behind the brand with consumers in the U.S.,” Thomas emphasizes.
According to the NBA star, “When we committed to creating a kosher offering, we knew we couldn’t just do it halfway.” He’s launching at a kosher wine event, to win the community over. “We aren’t just joining the market, we are honoring [its] traditions. We have worked to ensure this Champagne meets the highest standards of both quality and heritage.”
Fast Facts: Cheurlin Champagne Kosher Wines
Cheurlin Brut Spéciale
Blend of 70% Pinot Noir and 30% Chardonnay grapesKosher certified and meshuvalSRP of $75
Cheurlin Thomas Célébrité
Blanc de Blanc with 60% Chardonnay and 40% Pinot Blanc grapesKosher certified and meshuvalSRP of $100
