Josh Cellars Wine had been steadily growing since its launch in 2007 and after being purchased by Deutsch Family Wine & Spirits, Lippe Taylor was brought in to spread awareness of the brand and increase cases from 200,000 to 1 million cases per fiscal year.
We helped position Josh Cellars at the forefront of the low lux wine category, focusing on its core target market: men. To make this happen we hosted events with men’s focused outlets such as Men’s Fitness, GQ, Men’s Health, Food and Wine, Esquire and more. We also seeded product to male celebrities and influencers including Mario Lopez, Common, Steve Harvey, Ryan Serhant and Josh Flagg. We also Coordinated and launched a Father’s Day campaign offering free personalized labels to consumers and established partnerships with like-minded charitable brands including the Gary Sinise Foundation and the National Volunteer Firefighters Council (NVFC).
As a result of our media engagement and outreach, 1 million cases were sold in the last fiscal year, on trend to do 2 million cases this year, representing a major record for the brand. The Father’s Day label campaign alone garnered over 525,000,000 impressions.