Josh Cellars, a brand of Deutsch Family Wine & Spirits, Stamford, Conn., is helping Americans celebrate everyday moments of gratitude with its new Prosecco Rosé, which begins a staged launch this December in New York, Massachusetts, Maryland and Connecticut, followed by a national launch in March.
This news comes approximately one year after Josh Cellars introduced its first sparkling wine: Prosecco. Josh white Prosecco is the fastest growing, and fourth largest Prosecco in the United States, the company says. Italy recently approved Prosecco DOC Rosé as a recognized classification, and Josh Cellars will be among the first to market.
“Josh Cellars Prosecco Rosé builds on the popularity of Rosé Sparkling Wine,” said Tom Steffanci, president of Deutsch Family Wine & Spirits, which has owned and marketed Josh Cellars since 2011, in a statement. “The Prosecco segment is up 33 percent versus a year ago and Rosé sparkling is up 34 percent in dollar sales.”
Josh Cellars is well poised to win the Prosecco Rosé segment, with its strong built-in consumer base and the tremendous success the brand has enjoyed with all its other varietals. Total Josh Cellars Trademark volume (which includes Josh Cellars and Josh Cellars Reserve) was 4.3 million cases during the past 12 months through October, up from 300,000 cases in 2014, and 2.5 million in 2018. Overall depletions of the brand are up 33 percent in the past 12 months through October. Eight varietals are experiencing double digit growth including the brand’s Cabernet Sauvignon and Chardonnay.
Josh Cellars plans to support this launch with paid media on YouTube, Facebook and Instagram, and in-store tactics such as Ibotta, racks and in-store sales materials.
Josh Cellars Base buyers over-index with both Prosecco (197) and Rosé (143). Forty-two percent of existing Josh Cellars Prosecco buyers purchase other Josh Cellars SKUs.
Sourced from Italy, Josh Cellars Prosecco Rosé offers fresh wild berry and blackberry notes, which are complemented by a refreshing acidity and bright effervescence. The alcohol by volume is 11.5 percent.
