Deutsch Extends Josh Cellars, Yellow Tail With New Offerings
April 7, 2023Josh Cellars and Yellow Tail—two brands from the Deutsch Family Wine & Spirits portfolio that combine for more than 10 million cases in the U.S. market annually according to Impact Databank—are seeing new launches to their respective brand lines as they look to keep core drinkers engaged while recruiting new consumers to the fold.
Josh Cellars is extending with a new variant called Hearth Cabernet Sauvignon. Inspired by trends showing that consumers are imbibing more at home and in intimate gatherings, the wine features a higher abv—14.5%—than the standard Josh Cabernet Sauvignon. It joins the core collection and is now available nationally, priced at $17 a bottle. The launch will be supported by paid media, digital pre-shop, in-store point of sale, and a sampling tour in the winter months.
According to Deutsch president Tom Steffanci, the rollout is “part of a longer-term strategy to delight consumers with interesting innovations that meet their changing needs and desires.” It comes as Josh Cellars continues to hurtle forward, with volume of the core range surpassing 5 million cases in 2022 on 12% growth, according to Impact Databank, to earn another “Hot Brand” award. Josh’s Reserve tier is growing even faster, up 23% last year to crest 400,000 cases. To further boost growth, Josh Cellars is rolling out a new campaign across TV and online channels featuring founder Joseph Carr and centered on its message of gratitude.
Additionally, Deutsch is rolling out new selections from Yellow Tail. The Australian label is launching Fresh Twist in the U.S., a trio of low-abv flavored wines. Fresh Twist comes in the flavors Strawberry & Lime, Peach & Mango, and Tropical Pineapple, all at 7.5% abv and containing 90 calories a five-ounce glass. Fresh Twist will be supported by a heavy investment in social media, including a robust influencer program, and at summer events through the brand’s partnership with iHeart Radio, among other initiatives. Yellow Tail Fresh Twist is priced at $8 a bottle.
Yellow Tail’s core line continues to face challenges in the competitive entry level of the wine category, with volume down about 8% to 5.5 million cases in 2022. Better-for-you offshoot Pure Bright has provided a spark, however, jumping past 200,000 cases on 43% growth last year, according to Impact Databank.—Danny Sullivan
| Deutsch Family Wine & Spirits—Leading Brands In The U.S. (thousands of 9-liter case depletions) |
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| Brand | Origin/Type | 2021 | 2022 | Percent Change1 |
|
|---|---|---|---|---|---|
| Wine | |||||
| Yellow Tail2 | Australia | 6,014 | 5,536 | -7.9% | |
| Josh Cellars3 | California | 4,489 | 5,037 | 12.2% | |
| Josh Cellars Reserve | California | 335 | 412 | 23.1% | |
| Yellow Tail Pure Bright | Australia | 142 | 203 | 43.3% | |
| Barone Fini | Italy | 94 | 110 | 17.5% | |
| The Crossings | New Zealand | 58 | 90 | 55.0% | |
| Total Wine | 11,754 | 11,955 | 1.7% | ||
| Spirits | |||||
| Luksusowa | Vodka | 287 | 278 | -3.1% | |
| Redemption | Bourbon/Rye | 111 | 115 | 3.8% | |
| Gray Whale | Gin | 25 | 34 | 36.6% | |
| Total Spirits | 450 | 459 | 2.0% | ||
| Total Deutsch Family | 12,204 | 12,414 | 1.7% | ||
| 1 Based on unrounded data. 2 Excludes Pure Bright 3 Excludes Reserve Source: IMPACT DATABANK © 2023 |
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Tagged : Deutch Family Wine & Spirits, Josh Cellars, Yellow Tail
