How A Wine Brand Became A Gen Z Icon

The wine category has historically failed to connect with younger audiences, relying heavily on the boomer audience to drive sales and growth. So when Josh Cellars went viral overnight, we knew it was our chance to do what no other wine brand had done before — connect with a younger generation. We pivoted our social strategy overnight to engage with Gen Z in real time across our social channels, to go from a traditional wine brand to a meme-able and relatable brand that younger audiences would love. We ripped up the old tired wine playbook of white tablecloths and charcuterie boards and rallied our fandom to spread the word and drive love for the internet’s newest sweetheart, Josh Cellars.