Josh Cellars, America’s number one premium wine brand, is helping Americans celebrate everyday moments of gratitude with its new Prosecco Rosé, which begins a staged launch this December in NY, MA, MD and CT, 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 U.S. 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. “The Prosecco segment is up 33% versus a year ago and Rosé sparkling is up 34% 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 over the past 12 months through October, up from 300,000 cases in 2014, and 2.5 million in 2018. The brand shows no signs of slowing, with overall depletions up 33% in the past 12 months through October. Eight varietals are experiencing double digit growth including the brand’s juggernauts 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). 42% 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 ABV is 11.5%.