Josh Cellars has expanded its portfolio with the launch of Josh Cellars Fireplace Cabernet Sauvignon.
This new crimson wine choice joins the Josh Cellars core assortment, out there nationally starting February 1.
Because the title suggests, this wine’s branding displays the fireplace, the middle of the house. It’s meant to deal with what Josh Cellars sees as a outstanding shift in shopper habits post-pandemic. In accordance with an ongoing research by Mintel, 57% of shoppers say they’re slicing again on out-of-home actions, whereas 72% of U.S. drinkers are spending extra time socializing at house post-Covid.
“This new wine is a part of a longer-term technique to thrill shoppers with fascinating improvements that meet their altering wants and needs,” says Deutsch Household Wine and Spirits President, Tom Steffanci.
Josh Cellars Fireplace has flavors of baked plums, black cherries and blackberries, the corporate experiences. This wine can be increased in alcohol than Josh Cellars’ conventional Cabernet Sauvignon (14.5% ABV).
Josh Cellars Fireplace options an oil painted therapy label, a design that deviates from Josh Cellars’ conventional packaging schema.
Commercial
From a advertising and marketing perspective, the launch of Josh Cellars Fireplace is supported by an funding of $2.6M in paid media, digital pre-shop, in-store POS in addition to a centered experiential sampling tour through the winter months. There may even be extra help throughout ecommerce platforms together with Drizly and Instacart.
Fireplace is priced the identical as Josh Cellars Cabernet Sauvignon: $16.99 per 750-ml. bottle.
