manischewitz: a staple in black beverage culture.

This morning, many of us in the U.S. are waking up to a shift in our political climate—a day that’s garnering more attention than the Martin Luther King Jr. holiday itself. As I reflect on the challenges ahead, I wanted to share a piece of legacy that will momentarily shift your focus from all the noise...

Much like the 1970s jingle featuring Sammy Davis Jr., ads highlighted the growing popularity of Manischewitz among Caribbean and African American communities in the mid-20th century and dubbed it as “everybody’s wine.” While this wine was traditionally tied to Jewish celebrations and rituals, the sweet, kosher grape wine came to represent something much broader. It became a symbol of joy, unity, and the rich blending of cultural traditions—something I believe MLK would wholeheartedly support.

A Nosy Child

As a kid, I distinctly remember when my parents would host small gatherings in our tiny apartment in Boston. Before I was sent to my room for the evening freshly bathed and in my PJ’s, I noticed how my mother would bring out a variety of different Panamanian dishes and “adult drinks” while my father carefully selected albums from artist like Earth Wind and Fire, Gilberto Santa Rosa, and Bob Marley to play on his “don’t touch that!” record player. I was always curious when these gatherings took place because although I was sent to my room for the evening, I could tell that everyone was having a good time due to the loud and joyful conversations that I could hear through the walls. I later learned that one of the major drinks that stood out at the gathering was a bottle of Manischewitz, which my dad called “a taste of the Caribbean.”

Let’s Talk About It

Now I am no expert on Manischewitz but from what I know, it was originally crafted to serve Jewish dietary laws, particularly during Passover. However, its sweetness and affordability made it a crowd-pleaser far beyond its original audience. By the 1940s and 1950s, its appeal had expanded to new markets, specifically within African American and Caribbean communities that migrated to urban areas in the United States like New York.

Manischewitz wine shelved at a local liquor store | TOTAL WINES

This wasn’t just about taste—Manischewitz advertisements began to reflect this diverse consumer base. While this was a step in the right direction, I can't help but wonder: who truly benefited from these ads—the company or the consumers? In bold print and vibrant imagery filled with melanin, the brand seemed to embrace a broader narrative of celebration and cultural inclusion, positioning itself as a staple for holiday meals, family reunions, and Sunday dinners within the Black community.

In Caribbean households, the wine found its way into traditional recipes, like Jamaican black cake—a dense, spiced fruitcake soaked in a mixture of rum and sweet wines, often including Manischewitz. This cake, a centerpiece of Christmas and other celebrations, relies on the wine to deepen its flavor and add a signature sweetness. This cake is DENSE and soaks for days (IYKYK!!) Beyond the kitchen, Manischewitz was also incorporated into festive drinks like sorrel punch, becoming an integral part of Caribbean-style hospitality.

Today, Manischewitz continues to hold a special place in the hearts and kitchens of those who grew up with it. Personally, I am not a fan of it’s thick texture but I respect it because its legacy speaks to the beauty of shared traditions and the power of food and drink to bring people together. While the future is uncertain on this very cold morning in Boston, my hope for 2025 and beyond is that we all experience more intimate, social gatherings. This time, I won’t be the one sent to my room—I'll be sending my daughter instead!

xoxo,

Ty-Juana

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