Josh Cellars

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We partnered with Deutsch Family Wines & Spirits to leverage Josh Cellar’s warmth and spirit of gratitude to capture new users and maintain the brand’s growth trajectory.

Capabilities

Consumer Insights

Platform Development

Ideation

Concept Development

Challenge

Josh Cellars was the fastest growing wine label, and was looking to tap into and maintain that momentum. They were seeking a 5-year innovation pipeline that would address Millennial consumer needs and drive increased penetration and occasions.

Action Taken

DuPuis partnered with Josh Cellars to craft a 5-year innovation pipeline that would build on the brand’s gratitude positioning and attract a new Millennial target demographic. We conducted virtual shop-a-longs with new and current brand users to understand how they’re shopping the category. We also tested brand stretch with internal stakeholders representing different aspects of the brand to understand where there was heart for the brand to go and what guardrails may be. From there, we developed innovation platforms and led a cross-functional, collaborative CampFire ideation session. We developed the top ideas into consumer-facing concepts, complete with custom wine bottle visuals, for the brand to take into validation quant.

Results

Josh Cellars Hearth launched in May 2023, designed for a cozy evening at home connecting with loved ones. Another idea—personalized gift bottle labels—led to a marketing activation that has run for the last two years during the holiday season.