Many of the wineries already tout individual regions and their attributes. Are they simply propagandizing, or are there real differences? If so, would consumers have a particular connection to a particular set of attributes over another? I don't know, and in any case, life is a matter of perception, not truth. but touting Israel would seem to be like touting the wines of France or the wines of Germany, or Bulgaria, or italy- sort of like touting the wines of the USA or Canada. The more sophisticated consumer has the perception that terroir matters, and the larger the area, the less distinct a terroir can be assigned to the area, and the fewer talking points in terms of differentiation. The broader the region, the less differentiated it is from other broad areas, and the less reason for frequenting its wines over those of another broad region.