Mogen David
An American kosher wine brand known for Concord-based wines and the MD 20/20 fortified wine line.
Last updated August 31, 2026
Overview
Mogen David is an American wine brand and former winery company associated particularly with kosher Concord wines, fruit wines, and the flavored fortified wine MD 20/20. The name is an Ashkenazic rendering of Magen David, the Hebrew expression commonly translated as “Shield of David” and used in reference to the six-pointed Star of David. The brand’s historical identity developed around Passover and other Jewish religious occasions, but its commercial audience quickly broadened beyond Jewish consumers. The business began in Chicago shortly before the repeal of Prohibition. Max Cohen and Henry Markus established the California Wine Company to bottle medicinal and sacramental wines. In 1941, as the company expanded into wine made from Concord grape juice or concentrate, it adopted the name Wine Corporation of America. Concord grapes were sourced initially from growers in New York, Pennsylvania, and Ohio, and later Michigan. This regional supply base helped shape the company’s focus on sweet, accessible wines made from an American grape variety more commonly associated with juice, jelly, and preserves than with premium table wine. The company devoted a large Chicago facility to Mogen David, a kosher wine initially promoted for Passover Seders. The product proved popular throughout the year, and the company advertised it nationally from 1947. Production expanded rapidly after the Second World War. By 1953, the company had adopted the name Mogen David Wine Corporation, reflecting the importance of its principal brand. A second Chicago plant was announced in 1955, and the company later expanded its range beyond the core Concord product. Ownership and operations changed substantially during the 1960s and 1970s. Max Cohen resigned and sold his stock in 1962 after a dispute with company president Henry A. Markus. Richard T. Schofield acquired controlling interest in 1963, and some operations moved to Westfield, New York, in 1967 to be closer to Northeastern Concord-grape vineyards. During the late 1960s, the company introduced MD 20/20, a flavored fortified wine aimed especially at younger drinkers. Its distinctive flavors and relatively inexpensive positioning made it a recognizable product separate from the traditional Mogen David line. The Coca-Cola Bottling Company of New York acquired Mogen David in 1970 and integrated it into a larger wine and beverage portfolio that included Tribuno and, later, Franzia. The company added “pop wine” offerings such as Cold Bear, Black Bear, and the Jug line, while maintaining broad national distribution through independent distributors. In 1981, the wine operations of Coca-Cola Bottling Company of New York were acquired by The Wine Group, which became Mogen David’s parent company. Mogen David remains positioned toward affordable, approachable wine rather than premium varietal wine. Its products have included Concord Red, blackberry, pomegranate, rosé, cherry, dry red, and other fruit-oriented wines. Concord Red is made with at least 51 percent Concord grape must and is offered in 750-milliliter, 1.5-liter, and 3-liter bottles. The range is kosher for Passover. The brand’s historical strength has been its combination of religious and cultural familiarity, sweet fruit-forward flavor profiles, large-format packaging, and low price. In the late 1990s and early 2000s it remained one of the leading brands in the American kosher-wine market, competing most directly with Manischewitz.
History
Mogen David traces its origins to a Chicago wine business established by Max Cohen and Henry Markus shortly before the repeal of Prohibition. The founders initially operated the California Wine Company, bottling medicinal and sacramental wines. In 1941 the company became Wine Corporation of America and began producing wine from Concord grape juice or concentrate supplied by growers in the northeastern and central United States. After the Second World War, the company converted a large building in Chicago’s Brighton Park neighborhood into a major winery. Its principal product, Mogen David, was a kosher wine promoted initially for Passover use. Demand soon extended beyond religious observance and beyond Jewish consumers. National advertising began in 1947, and production grew sharply during the following decade. The company ultimately changed its name to Mogen David Wine Corporation in 1953, reflecting the brand’s dominance within the business. A second Chicago plant was announced in 1955. The company experimented with additional brands, including Key, but that line was discontinued after limited success. By the early 1960s, the portfolio included Concord wine, rosé, blackberry, cherry, and dry red varieties. Internal ownership changed in 1962 when founder Max Cohen resigned and sold his shares to Henry A. Markus. Richard T. Schofield acquired control the following year. In 1967, some operations moved to Westfield, New York, closer to important Concord-grape growing areas, while the Chicago plants remained active. Mogen David expanded its range in the late 1960s with MD 20/20, a flavored fortified wine designed to appeal to younger consumers. Flavors included fruit-oriented and novelty profiles such as pink grapefruit, wild berry, and Hawaiian blue. This product developed a distinct identity from the traditional kosher Mogen David wines. During the early 1970s the company also introduced Cold Bear, Black Bear, and the Jug line of pop wines, while using a national network of independent distributors. Coca-Cola Bottling Company of New York acquired Mogen David in 1970. The transaction gave the bottler a national wine business and complemented later acquisitions including Tribuno Wines and Franzia. Mogen David’s Westfield and Chicago facilities operated within this broader portfolio, and bulk wine, concentrates, and brandy from affiliated operations could be used in production. In 1976 Jerome W. Alder became president and chief operating officer, while J. Myron Bay moved to chairman and retained the chief executive role. Administrative and marketing offices moved to downtown Chicago in 1977. As part of a restructuring of Coca-Cola Bottling Company of New York’s wine operations, The Wine Group acquired the business in 1981. Mogen David subsequently continued as a brand within The Wine Group’s portfolio. Its core products remained affordable, fruit-forward wines, particularly Concord Red, with availability in multiple bottle sizes and kosher-for-Passover certification. Blackberry and pomegranate products added fruit-wine alternatives, while MD 20/20 remained the best-known fortified-wine extension. The brand has competed in the United States with Manischewitz and other kosher-wine labels, retaining a distinctive position based on Concord grapes, accessible pricing, religious-market credentials, and longstanding cultural recognition.
- 1981Acquisition by The Wine Group
The Wine Group acquired the wine operations previously owned by Coca-Cola Bottling Company of New York.
- 1970Acquisition by Coca-Cola Bottling Company of New York
The bottling company acquired Mogen David and incorporated it into a national wine distribution portfolio.
- 1968MD 20/20 is introduced
The company launched its flavored fortified wine line, creating a separate youth-oriented product identity.
- 1967Westfield operations expand
Some production operations moved to Westfield, New York, closer to Concord-grape suppliers.
- 1953Corporate name adopts Mogen David
The company became Mogen David Wine Corporation as the brand became its most important product.
- 1947National advertising begins
Mogen David began national advertising after its kosher wine gained year-round consumer demand.
- 1941Expansion into Concord-based wine
The business changed its name to Wine Corporation of America and began making wine from Concord grape juice or concentrate.
- 1933Founding of the predecessor wine company
Max Cohen and Henry Markus established the California Wine Company in Chicago to bottle medicinal and sacramental wines.
Products and positioning
Affordable, sweet, fruit-forward American kosher wine with strong cultural recognition and a broad, non-specialist consumer base.
Mogen David Concord RedKosher Concord wine
The core Mogen David wine is a sweet, fruit-forward red made with at least 51 percent Concord grape must. Concord is an American grape variety widely used in juice and preserves, and its use gives the product a recognizable grapey profile and accessible price point. The wine is sold in 750-milliliter, 1.5-liter, and 3-liter bottles and is kosher for Passover. It was originally associated with Passover but developed substantial year-round demand.
MD 20/20Flavored fortified wine1968
MD 20/20 is Mogen David’s flavored fortified-wine line. Introduced in the late 1960s, it used distinctive fruit and novelty flavors to reach younger consumers and to differentiate itself from the company’s traditional kosher Concord wines. Historical flavors included pink grapefruit, wild berry, and Hawaiian blue. The line became one of the brand’s most recognizable extensions and is commonly treated as a separate product identity within the wider Mogen David portfolio.
Mogen David BlackberryFruit wine
A fruit wine built around blackberry flavor, representing Mogen David’s expansion beyond Concord-based red wine. The product belongs to the brand’s sweet, approachable fruit-wine segment and reflects the company’s longstanding emphasis on familiar flavors and accessible formats rather than premium varietal positioning.
Mogen David PomegranateFruit wine
A pomegranate-flavored wine in the brand’s fruit-oriented range. It extends Mogen David’s traditional sweet-wine positioning with a flavor associated with contemporary fruit beverages while retaining the brand’s emphasis on approachable pricing and broad consumer use.
Cold Bear and Black BearPop wine1972
A pair of pop-wine products introduced in the early 1970s, with Cold Bear based on Concord and Black Bear based on blackberry. The products were part of Mogen David’s effort to broaden consumption occasions and attract younger or less traditional wine buyers through sweeter, more casual offerings.
The Jug lineLarge-format pop wine1973
A line of strawberry and apple pop wines introduced in brown-and-white country-style jugs. The packaging and flavor selection emphasized informal consumption and value, extending Mogen David’s large-format and sweet-wine strategy during the company’s expansion under Coca-Cola Bottling Company of New York.
Flagship businesses
- Mogen David Concord Red
- MD 20/20
- Mogen David Blackberry
- Mogen David Pomegranate
Marketing campaigns
- 1947National Mogen David advertising
United States
The company began advertising Mogen David nationally after a wine originally promoted for Passover proved popular throughout the year. The effort helped transform the product from a primarily religious-occasion wine into a broadly marketed American brand.
Outcome. The brand achieved substantial recognition outside the Jewish market and became a major product in the company’s portfolio.
Brand decisions
- 1981Transfer to The Wine GroupM&A
Coca-Cola Bottling Company of New York divested its wine operations during a restructuring connected with broader Coca-Cola merger discussions.
What changed. The Wine Group acquired the wine businesses, including Mogen David, from the Coca-Cola bottler.
Aftermath. The Wine Group became the parent company associated with the Mogen David trademark and brand.
- 1970Sale to Coca-Cola Bottling Company of New YorkM&A
The bottler sought entry into wine and valued Mogen David’s national sales and distribution network.
What changed. Coca-Cola Bottling Company of New York acquired Mogen David on November 1, 1970.
Aftermath. Mogen David became part of a broader wine portfolio that also included Tribuno and later Franzia.
Purchase price. $16,750,000 cash (November 1, 1970)
- 1968Launch of MD 20/20Product launch
Mogen David had historically been identified with kosher Concord wine, while the company was seeking additional growth and younger consumers.
What changed. The company introduced a flavored fortified-wine line with unusual fruit and novelty flavors.
Aftermath. MD 20/20 received favorable attention among younger consumers and became a durable extension of the brand.
Leadership
| Name | Title | Tenure |
|---|---|---|
| Jerome W. Alder | President and chief operating officer; later chief executive officerformer | 1976– |
| Richard T. Schofield | President and controlling ownerformer | 1963– |
| Henry A. Markus | Co-founder, president and later chairmanformer | 1933– |
| Max Cohen | Founder, president and later chairmanformer | 1933–1962 |
| J. Myron Bay | President and chief executive officerformer | –1976 |
Recent events
- 1981The Wine Group acquires Mogen David wine operations
The Wine Group purchased the wine businesses divested by Coca-Cola Bottling Company of New York, making it the long-term parent of Mogen David.
M&A - 1973The Jug line broadens Mogen David’s large-format offering
Mogen David launched strawberry and apple pop wines in country-style brown-and-white jugs.
Product launch - 1972Mogen David introduces Cold Bear and Black Bear pop wines
The company expanded into pop-wine products based on Concord and blackberry profiles, contributing to reported sales growth during the year.
Product launch - 1970Coca-Cola Bottling Company of New York acquires Mogen David
Mogen David was acquired by Coca-Cola Bottling Company of New York, bringing the winery into a larger beverage distribution and wine portfolio.
M&A - 1968MD 20/20 expands Mogen David’s appeal to younger consumers
The company introduced its flavored fortified MD 20/20 line, which gained attention among younger drinkers through unusual flavors and accessible pricing.
Product launch - 1963Richard T. Schofield takes control of Mogen David
Richard T. Schofield acquired a controlling interest, became president, and moved the company toward a stronger Westfield, New York operating presence.
Leadership change - 1960Key wine line is discontinued after limited market success
A separate wine line introduced under the Key name was withdrawn after approximately three years.
Other - 1955Mogen David announces a larger Chicago production plant
A new facility near the existing Chicago winery was announced to expand capacity and support additional wine products.
Other - 1953Mogen David Wine Corporation adopts the name of its leading brand
The company changed its corporate name to Mogen David Wine Corporation as the Mogen David product became its central commercial offering.
Other
Sources
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