About The Fifth Cup
The Fifth Cup is a New York-based, mission-driven wine importer specializing in premium kosher wines from Israel and select regions around the world. We source, import, and curate limited-edition wine drops — weaving origin stories, craftsmanship, and cultural symbolism into every bottle we bring to your table.
Our Story
The Fifth Cup began with a mission: kosher wine should transcend ritual, offering elevated, story-rich experiences for the sophisticated modern drinker. As importers, we travel to Israel and beyond to source wines directly from passionate producers—connecting heritage with discovery through limited-edition drops that you won't find elsewhere.
Our name draws from the Passover tradition, where the fifth cup represents hope, redemption, and “A Promise of Redemption.” Like that symbolic cup, we create fully branded campaigns that give discerning drinkers a taste of heritage through cinematic visuals and heritage-driven storytelling.
As a virtual wine brand, we act as a strategic marketing partner—creating narrative launches, building community through our Redemption Club, and connecting premium kosher and terroir-curious segments with authentic Israeli winemaking stories.
Founders
Ron Soffer
Co-Founder
New York
A product designer and entrepreneur based in New York, Ron has spent his career building experiences that connect people to ideas they care about. His passion for design and storytelling led him to reimagine how kosher wine could reach a new generation of curious drinkers.
Daniel Sela
Co-Founder
Israel / New York
Originally from Israel and now based in New York, Daniel brings a deep appreciation for Israeli wine and terroir. His background spans cyber-security and business, but it's his refined palate and respect for winemaking tradition that drives every bottle we select.
Our Tasting Panel
Every wine undergoes blind tasting by our panel of certified sommeliers, wine educators, and industry professionals. Only wines that receive unanimous approval join our curated collection.
Partnership Philosophy
Strategic Marketing Partnerships
We create fully branded campaigns and capture orders on our website while routing proceeds to licensed retailers as the official seller of record. High-conversion campaigns built specifically for your license.
Hands-Off Sales Channel
Fifth Cup handles customer acquisition, service, marketing, and often fulfillment. Partners receive monthly payouts and performance reports with minimal operational effort required.
Transparent Relationships
Clear seller-of-record relationships with transparent reporting. We focus on demand generation and storytelling while partners handle compliance and legal requirements.
Our Approach
Limited-Edition Drops
2-4 week windows create urgency and scarcity, with bulk incentives and narrative launches that build community through story.
Heritage-Driven Storytelling
Cinematic visuals and cultural symbolism that converts curiosity into connection, giving discerning drinkers a taste of heritage.
Community Building
The Redemption Club connects thousands discovering Israeli wine through exclusive access, stories, and events.