Josh Cellars’ long-standing social strategy largely focused on the brand's existing Gen X and Boomer customer base. So when Josh went viral overnight with an entirely new Gen Z audience, we knew we needed to capitalize on the moment to recruit this younger generation into the wine category. We quickly pivoted the brand's social media strategy in real time to lean into the cultural conversation.

Josh's virality accounted for 20% of all wine growth.

They had a 38% $$ sales growth from consumers under 40.

They had a 38% $$ sales growth from consumers under 40.

★ Effie Awards / Gold / Beverages Alcohol ★ Effie Awards / Bronze / Small Budgets