NBA Icon Isiah Thomas Enters The Luxe Kosher Champagne Market With Cheurlin Brut Spéciale

This Passover, celebrity wines are taking center stage—all kosher for the holiday. Behind one of the most buzz-worthy kosher wines of 2026 is NBA legend Isiah Thomas. Forty percent of all kosher wine is sold during Passover (which begins April 1), and the category is booming, with kosher food and wine sales expected to hit $35 billion by 2034.

Isiah Thomas is the owner‑operator of Cheurlin Champagne, a historic Champagne house from the Aube region of France. This year, he launched a luxury kosher Champagne collection in collaboration with the Cheurlin family.

For those who haven't seen Isiah in action on the basketball court with the Detroit Pistons, let me say he was silky smooth, weaving through defenses and threading the needle with passes. He was part of the Bad Boys teams from Detroit that won two championships. He was named to an NBA All-Star 12 times, on his way to earning his place among the greatest point guards of all time. He was an orchestrator who made everyone else better, and now he has turned that ability to wine.

For those not familiar with kosher wine, it tastes no different than other premium wines. “Simply put, kosher wine is produced using the same fermentation methods as traditional wine," said Jay Buchsbaum, VP at Royal Wine Corp., the world’s largest producer and importer of kosher wines and spirits. "The difference is that all ingredients must be kosher-certified, and the winemaking process is supervised and carried out by Sabbath-observant Jews. Beyond that, kosher wine is no different from any other high-quality wine—and today, it often rivals the very best.”

A common misconception is that all kosher wine originates in Israel. Israel makes some terrific wine, but today, kosher wine spans the globe, including Napa Valley, Champagne, Italy, and beyond.

As Passover begins, families around the world gather for the Seder, retelling the story of the Exodus—and raising four cups of wine to mark freedom and tradition. Today, wine has become one of the most anticipated elements of the Passover table.

We were celebrating the recent wedding of our friends Tony and Amy when we popped the cork on the Cheurlin Brut Spéciale. It was warm and sunny on the patio as the cork soared over the back fence and down the hill. I was anxious to see if Isiah's Champagne was as silky smooth as his jump shot.

The wine is made without added sugar and uses only first-press juice, a hallmark of Cheurlin quality that yields a finer texture and greater purity. The Champagne is made with 70% Pinot Noir and 30% Chardonnay.

On the nose, there is citrus zest and white blossoms. It unfolds into a mineral-driven palate that is dry and elegant, with persistent tiny bubbles and bright whispers of green apple. It's a delicate and polished wine.

Thomas is a hands-on entrepreneur with a portfolio of companies. He turned Cheurlin into the official wine of the NBA Players Association in 2019. With the new luxury kosher wine collection, he is embracing modern wellness trends, French heritage, and the burgeoning kosher luxury market. His other kosher Champagne is Cheurlin Thomas Célébrité.

The wine was so good, it caused Tony and Amy to say, "I do" a second time, as in "I do want more Champagne." It is a great pairing with oysters and salty foods. We served it with prosciutto-wrapped garlic breadsticks and lobster bisque shooters as an opener to a special meal with friends.

The wine is available at select Total Wine & More locations. It retails for $49.99. It is a slam dunk choice for Passover or other gatherings of family and friends.