When David Taub co-founded his wine importing company in 1977, most Americans knew about two kinds of Italian wine, and those mainly by their packaging: Chianti, for its straw-covered flask, and Soave Bolla, which came in a tall, elegant, rocket-shaped bottle.
Palm Bay International.¤
David S. Taub, a wine importer who helped introduce Pinot Grigio to the United States.
Mr. Taub expanded Americans’ palate for Italian wine (if not their choice in bottles) by introducing a simple white wine called Pinot Grigio. It became the top-selling Italian wine in the United States, part of an international surge in popularity that helped Italy surpass France in the 1980s as Europe’s largest wine exporter.
Mr. Taub, whose firm, Palm Bay International, is among the largest wine importers in the United States, died on Nov. 8 at 72. His son Marc said the cause was complications of kidney disease.
Soave Bolla was the most popular Italian white wine in America when Mr. Taub and his father, Martin, who were wine and liquor distributors, began to import a selection of varietals from the Trentino province of Italy, near the Italian Alps. The Taubs believed that one of those wines, Pinot Grigio, was the most likely to compete successfully with Soave.
It was crisper and more fruity than Soave, Mr. Taub said in a 2010 interview with Wine Spectator magazine: “more in the American style — easy to drink, customer-friendly.”
“The problem,” he added, “was, how do you take a wine that no one has heard of and introduce it into the marketplace?”
The Taubs first persuaded the vineyard that produced the wine to Anglicize its name. Cantina Viticoltori del Trentino, known as Ca’Vit (pronounced ca-VEET), became Cavit. The importers told their American distributors to pronounce it “like the talk-show host.”
Then, through someone who knew someone, the younger Taub contacted Dick Cavett himself, who agreed to lend his cosmopolitan aura to an ad campaign. “I’m the Cavett from Nebraska,” Mr. Cavett was quoted as saying, dressed in crisp talk-show attire and hoisting a glass in full-page ads that appeared in magazines and newspapers nationally. “But you should get to know the Cavit from the Italian Alps. The classic Cavit Pinot Grigio is assertively dry...” The tag line was “Ask for Cavit, as in Cavett.”
Starting virtually from zero, within two years the Taubs were importing 500,000 cases of Cavit wines, most of it Pinot Grigio. By 2010, Mr. Taub told Wine Spectator, the number was three million. In an interview on Wednesday, Lucio Caputo, president of the Italian Wine and Food Institute, a New York-based trade association that works closely with the Italian government, called Mr. Taub “a pioneer in the expansion of the world” of Italian wine.
The portfolio of Palm Bay International, which is now led by Marc Taub, includes a vast variety of wines, in a wide price range, from Cavit as well as from other wineries in Italy, Spain, France, Chile, and Argentina.
David Taub was born in Brooklyn on Dec. 30, 1939, one of two children of Martin and Frances Taub. He grew up in Great Neck, N.Y., on Long Island. After graduating from Boston University in 1961 and serving in the military, he joined the family business, Gallo Wines Distributors of New York.
In addition to his son Marc, Mr. Taub, who still lived on Long Island, in Brookville, is survived by his wife, Linda; two other sons, Andrew and Joshua; six grandchildren; and his brother, Richard, a professor of social science at the University of Chicago.
This article has been revised to reflect the following correction:
Correction: November 23, 2012
An earlier version of this obituary misstated where Mr. Taub was born and where he lived at his death. He was born in Brooklyn, not Great Neck, N.Y., and he lived in Brookville, N.Y., not Glen Head, N.Y.
David Taub, Introducer of Pinot Grigio Wine, Dies at 72
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