Nostalgic Wine Ads Feature Founder Joseph Carr Sharing Stories Behind the Wine in Unconventional Settings.
The ads are set in unexpected environments, especially for a wine brand, including a backyard garage and a vintage red truck, which reflect Josh’s and Joe’s humble background.
“The new campaign was born out of listening to Josh drinkers who told us not only do they love the wines, but they’re inspired by the true stories of the founder,” said Tom Steffanci, President, Deutsch Family Wine and Spirits, who also co-wrote the scripts with founder Joseph Carr. “Joe speaks from the heart, about why and how he created Josh Cellars as a tribute to his dad Josh. The stories about how Josh Cellars came to be are unexpected and hearing a son talk about how his dad’s values guided him is inspiring.”
Josh Cellars has cemented its place as the hottest wine brand in the country and Josh Cellars is the largest domestic wine brand at its price or higher. Josh Cellars represents an impressive 60% of all dollar growth in the $10-$15 domestic wine category so far this year. (1)
“Despite all our success, what brings me the most joy is when people tell me how much they love my wines. Our goal is to make wines that are balanced and delicious and it’s wonderful that so many consumers are enjoying them,” said Joseph Carr. “My dad was an incredibly hard-working man and I’ve applied that same work ethic to build Josh Cellars. Sure, it has been difficult, but as Dad always said, most things worth doing are.”
The brand is investing $10 million on the digital ad campaign, focusing on the key holiday selling seasons through March 2018. The ads will be distributed on leading video and social media properties such as Hulu, YouTube, Facebook, Instagram, CNN.com, WSJ.Com, NBC.com and NYTimes.com.
About Josh Cellars
Josh Cellars offers bold, complex and approachable wines for drinking with family and friends. Sourced from vineyards across California, Josh Cellars offers seven varietals: Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Pinot Noir, Merlot, Rosé and a red blend, “Legacy.” Josh Cellars wines are available at retailers nationwide. www.joshcellars.com
About Deutsch Family Wine & Spirits
Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.
The portfolio includes award-winning wines from Australia: [yellow tail], [yellow tail] Bubbles, Peter Lehmann, Peter Lehmann Clancy’s California: Eppa SupraFruta Sangria, Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Kunde Family Estate, The Calling; France: Andre Lurton, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Washington: Skyfall; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades, Cruz de Alba, Ramon Bilbao; Argentina: Clos de los Siete; Ruta 22; and award-winning spirits from Poland: Luksusowa Vodka; Italy: Villa Massa® Limoncello; Spain: Licor 43®; Redemption Whiskey, Bib & Tucker Bourbon; Canada: Masterson’s Rye. www.deutschfamily.com
1. Nielsen XAOC Calendar Year to Date thru 10.7.17 for Domestic Wine.
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