This QPR discussion is really becoming interesting, and I'd like to thank Joshua for his participation as if I got that correct, he's "back with us" after a fairly long absence and I'm happy to debate with a forumite I didn't "know" before and to see that we all clearly have something to say about it. For the instance, while I've been a member of the forum for over 2 years, I became an active participating member just a few days before Rogov's passing, something I regret btw.
I've had several opportunities to discuss the matter (quality of Israeli wine, prices etc. regardless of kashrut) with a handful of people, jews and non-jews, israeli and foreigners, all non-kosher drinkers.
Among them, people from the USA, France, UK, Japan, Argentina, China (!) and Russia. I always try to chat with the nicer people checking out the shop and buying wine and without necessarily thinking about the risk to ask these questions: What do you think of Israeli wine in general? How do you think it compares to France, California or Italy? and Why do you buy such wine and not french or italian non-kosher wine which is cheaper most of the time?
While many people answer that they liked very much a few israeli wines and want to try more, other often say also because it's simply out of curiosity. Like that famous french artist who purchased a bottle of Yarden Blanc de Blancs because he was curious to taste and I quote (and translate

) "a champagne made in Israel".
But the most interesting answer, something which was referred to if I recall right by Yoel A (sorry, I'm too lazy today to double-check his post...) and the most repeated one in general to all the above mentioned questions is that they are buying Israeli wine because it's interesting, because it's different, because of Israel's history in general and wine history in particular, because of the controversy over Israel in general and the territories in particular, because they would impress their friends and guests by serving such a "strange" finding as they sometimes perceive Israeli wine.
Most people have an opinion about Israel whether it's coming from hatred, love or intellectual interest. These opinions then usually reflect on the people's perception of what they buy and why.
While in the USA the majority of people are not that passionate about Israel unlike those from Europe, I've lived there at least long enough to state that, having worked in a hotel and met with people from the 50 states as well as people from dozens of countries, when people like wine and aren't boycotting israeli products, they will buy israeli wine not necessarily to support the country or because it's QPR or incredibly good nor any of the related reasons but to have something different. They are not looking nor expecting to be blown away by a wine that would be better than a french Chateau Lafite, Krug, Louis Roederer Crystal, or CA Opus One, Colgin or Screaming Eagle, but to be able to say "I have in my cellar" or "I drink" "different wines, wines from all over the world and from special places", like Israel and that is regardless of it being solely based on a taste and quality basis in comparison with a cheaper french or italian wine of better or equal quality.
Best,
GG