Innovations Seaswept And Hearth Paying Off For Josh Cellars
September 25, 2025As a nearly 7-million-case brand with U.S. retail value approaching $1.2 billion, according to Impact Databank, Josh Cellars is a dominant player in the domestic wine category and boasts a series of popular offerings. Last year, the California heavyweight owned by Deutsch Family Wine & Spirits found new growth drivers in its recent innovations Seaswept White Blend and Cabernet Sauvignon Hearth.
Seaswept was introduced nationally early last year, and by the end of 2024 had shot ahead to 195,000 cases in the U.S., making it the largest domestic wine among Impact’s 2024 “Hot Prospects.” A blend of Sauvignon Blanc and Pinot Grigio, Seaswept ($16) offers a lower alcohol content of 11.5% and appeals to Gen Z consumers by opening up wine to more casual, energetic occasions, according to Deutsch Family.
“We activated large-scale experiential programs at high-traffic summer events, such as Coachella and Outside Lands,” says Dan Kleinman, Deutsch Family’s chief brand officer. “We complemented these efforts with ongoing influencer partnerships to showcase new, high-energy ways to incorporate Seaswept into summer rituals.”
The second-ranking 2024 Hot Prospect domestic wine, Seaswept portfoliomate Josh Cellars Cabernet Sauvignon Hearth, has similarly experienced impressive growth in a relatively short time period. Last year, Hearth jumped ahead 41% to 181,000 cases.
Hearth targets different occasions from Seaswept, resonating with consumers seeking richer, more indulgent options for at-home entertaining. “With Hearth, we were trying to actively move wine away from meal occasions into enjoyment on more casual occasions during colder months of the year after the meal is done, those occasions that close the evening with energy, fun, and connection,” says Kleinman.
The company says further releases are on the horizon. In the meantime, Seaswept and Hearth are building strong consumer followings. “Both wines were built to address a white space in the wine category and expand the occasions where Josh Cellars shows up,” says Kleinman. “The Seaswept and Hearth innovations are examples of how Josh Cellars continues to stand out in the crowded market by welcoming in a new kind of wine drinker.”–Kimberly Carmichael
Tagged : Deutsch Family Wine & Spirits, Hearth, Josh, Seaswept
