With Passover beginning tomorrow and with people starting to break out the Seder wine, we thought we’d share an excerpt from Roger Horowitz’s chapter “Man-O-Manischewitz,” from Kosher USA: How Coke Became Kosher and Other Tales of Modern Food. In this excerpt, Horowitz recounts the story behind the surprising popularity of Manischewitz and other Kosher wines among African Americans during the twentieth century. As Horowitz explains, the sweetness of Kosher wine was comparable to the homemade wines that many African Americans made. He also looks at how the wine companies began to market their products directly to African American consumers.
In addition to the excerpt below, here is a clip of Sammy Davis Jr. pitching Manischewitz Almonetta Wine: