EXCLUSIVE: Deutsch’s Josh Cellars On Pace To Surpass 300,000 CasesOctober 30, 2013
California wine brand Josh Cellars has flourished since joining the Deutsch Family Wine & Spirits stable in 2011. Josh’s volume jumped from 30,000 cases that year to 150,000 cases in 2012, and—propelled by the addition of several new varietals—it’s on track to more than double that figure this year, with projected sales of over 300,000 cases.
Launched in the early 2000s by founder Joseph Carr, the Josh Cellars brand was created to honor Carr’s father, who was a volunteer firefighter and soldier. (Josh Cellars donates a portion of sales to non-profits dedicated to supporting first-responder and military families.) According to Carr, the idea was to offer an “approachable brand representing affordable quality.” Initially it offered a Cabernet Sauvignon and Chardonnay priced at around $15.
Earlier this year, Josh Cellars expanded its portfolio to include new Merlot, Pinot Noir and Sauvignon Blanc expressions, also in the $15 range, but Cabernet Sauvignon continues to lead the charge. According to Nielsen data, the wine was the U.S. market’s fastest-growing California Cabernet Sauvignon by dollar sales for the eight months through October 12. Off-premise chain sales are now providing new momentum for the brand, which got its start primarily in independent on- and off-premise channels.