Josh Cellars Founder Joseph Carr, Deutsch Family Launch Upscale Force & Grace Brand

After building Josh Cellars into a 5.4-million-case juggernaut atop the U.S. wine market, Joseph Carr and Deutsch Family Wine & Spirits are taking aim at the high end with a new brand called Force & Grace. Carr joined forces with winemaker Jean Hoefliger to create the brand, which is debuting nationally at select retailers, highlighting a range of different California appellations.

The initial offering from Force & Grace includes a Carneros Chardonnay ($33), Paso Robles Cabernet ($35), Napa Valley Cabernet ($55), Rutherford Cabernet Sauvignon ($90), Oakville Cabernet Sauvignon ($100), and Revelist Cabernet Sauvignon ($125). At the top of the ladder, Revelist is a luxury cuvee sourced mainly from the Oakville and Rutherford appellations.

“The wines are available in limited quantities, and we will gradually grow the availability from vintage to vintage,” Tom Steffanci, president of Deutsch Family Wine & Spirits, told SND. “Thanks to Jean’s careful selection of outstanding vineyards and his expertise in crafting the wines, we can showcase the delicate balance between Force and Grace from California’s finest appellations.” The brand’s name refers to Carr’s background. Before embarking on his wine career, he was a high school wrestling champion, and later studied modern dance in college.

As Carr, Hoefliger, and Deutsch look to expand at the high end, Deutsch’s Josh Cellars label continues to garner double-digit growth from its enormous base. The top-selling wine brand by volume above $10 in the U.S., Josh Cellars was up 13% in Circana/IRI channels in the year-to-date through October 8, after soaring to 5.4 million cases in 2022, according to Impact Databank.—Daniel Marsteller

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