Josh Cellars
overview
It's Josh O'Clock
When a tweet about Josh Cellars went viral, we did what no other wine brand had done before. We flipped the category playbook on its head and won over a younger generation of drinkers by going from “Speaking Sommelier” to “Speaking Internet”.
Results
+207M
press impressions
$2.3M
earned media value
+30%
increase in HH penetration
+10%
increase in buy rate
+11%
increase in purchase frequency with drinkers aged 25-34 vs 2023
+12%
increase in sales when total wine sales industry sales were down 10%
“How Josh Cellars’ viral meme is driving wine sales among Gen Z”
The Josh wine meme, explained: ‘It’s Josh o’clock somewhere’
The Today Show
How A Wine Brand Became A Viral Meme Overnight
Delish
Sip back, relax, and enjoy these Josh wine memes because the internet has just discovered Josh Cellars
Mashable
How Josh Cellars is responding to its newfound viral fame
MarketingBrew
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