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Deutsch Unveils $10 Million Digital Campaign For Josh Cellars

November 6, 2017

Deutsch Family Wine & Spirits is backing its Josh Cellars wine brand with a new $10 million campaign featuring brand founder Joseph Carr. The new push will be centered on digital ads in which Carr shares personal stories about the brand’s namesake and inspiration, his father Josh Carr.

Set in venues including a backyard garage and vintage red truck, the campaign is intended to reflect the values Josh instilled in Joseph, and features the tagline, “Have a taste, and let me know what you think.” The ads will run across leading video and social media properties such as Hulu, YouTube, Facebook, Instagram, CNN.com, WSJ.Com, NBC.com and Nytimes.com through March 2018.

Josh Cellars soared more than 50% to 1.5 million cases last year, according to Impact Databank, and that torrid growth has continued in 2017. In Nielsen channels through October 7, the brand accounted for 60% of all dollar growth in the $10-$15 segment of the domestic wine category in the U.S. —Daniel Marsteller

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