Josh Cellars
| Company type | Private |
|---|---|
| Industry | Winery |
| Founded | 2007 |
| Founder | Joseph Carr |
| Headquarters | United States |
| Products | California wines, including Cabernet Sauvignon, Chardonnay, rosé, Pinot noir, Prosecco |
| Parent | Deutsch Family Wine & Spirits (since 2011) |
Josh Cellars is a U.S.-based winery focused on crafting high-quality California wines. Established in 2007 by winemaker Joseph Carr, the label is named in honor of his father, Josh. By 2023, it had become the top-selling premium table wine brand in the United States priced above $10 per bottle.
History
Joseph Carr, who hails from Upstate New York, began developing Josh Cellars in 2005 alongside Sonoma vintner Tom Larson. The brand’s name is a tribute to Carr’s father, a military veteran and active community member. The inaugural release was a Cabernet Sauvignon introduced in 2007, initially marketed directly by Carr and his wife Dee.
Since its inception, Josh Cellars has broadened its portfolio to include 11 varietals such as Chardonnay, rosé, and Pinot noir, in addition to a reserve series featuring barrel-aged selections. In 2009, Wayne Donaldson joined as head winemaker, enhancing the collection with several wines receiving scores exceeding 90 points from critics.
Deutsch Family Wine & Spirits acquired the brand in 2011, taking over sales, marketing, and production responsibilities while Carr maintained ownership and leadership roles. This collaboration spurred rapid expansion from 130,000 cases sold in 2012 to nearly one million by 2015.
Production sites are located in Paso Robles and Mendocino, California; Oregon; as well as Italy for Prosecco offerings. In 2024, the Mendocino facility was issued a cease-and-desist order following complaints about odors affecting local residents.
Marketing and promotion
Josh Cellars gained significant visibility in April 2021 through a Saturday Night Live sketch featuring Kate McKinnon as a "wine mom," humorously dubbing Josh "the official wine of Rummikub." Joseph Carr recognized this exposure as beneficial for the brand’s profile. In May 2021, the company contributed $30,000 to Omaha’s Children’s Hospital & Medical Center during the Josh Fight fundraiser, demonstrating its commitment to community support. The following year saw the launch of the "Joshgiving" campaign with singer Josh Groban, promoting nationwide expressions of gratitude ahead of Thanksgiving.
Production
Following its acquisition by Deutsch Family Wine & Spirits in 2011, Josh Cellars increased production from approximately one million cases in 2016 to 7.5 million by 2024. The brand now offers 23 different wine varieties and has secured a leading position within the affordable wine market segment, ranking as the bestselling table wine priced under $20 at Total Wine & More.
Internet meme
In January 2024, Josh Cellars became the subject of a viral meme on X (previously Twitter), sparked by an image of its Merlot accompanied by playful captions such as "It's Josh o'clock somewhere." The meme highlighted the contrast between the approachable brand name and its elegant cursive logo, generating extensive engagement across social platforms. Chief Brand Officer Dan Kleinman expressed excitement about the brand’s embrace within popular culture and social media discussions.