‘My job is to make people think of wine-drinking as young, cheeky and sexy,” says David Montefiore, who was born in London, but lived in Israel since 1989.

With his illustrious family name it was perhaps inevitable that he would go into the wine business. His father is Adam Montefiore, who writes a regular wine column in The Jerusalem Post. And his distant relative was Sir Moses Montefiore, who started the whole wine industry back in the 19th century in the Land of Israel.

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