Innovating in Mature Categories
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
INSIGHTS
PLATFORM DEVELOPMENT
IDEATION
CONCEPT DEVELOPMENT
DESIGN STRATEGY
PACKAGING DESIGN
PHOTOGRAPHY
Challenge
As one of America’s fastest growing premium wine brands, Josh Cellars was looking for ways to keep its momentum in an increasingly competitive category. Deutsch Family Wine & Spirits wanted a strategic partner to help evolve the Josh portfolio through design and innovation, with a focus on connecting with Millennial consumers and creating more reasons to choose the brand across occasions.
Action Taken
DuPuis has partnered with Deutsch Family Wine & Spirits to evolve the Josh Cellars portfolio through design and innovation. Beginning with Josh Bourbon Barrel, we created packaging that helped extend Josh Cabernet creds into an emerging Bourbon barrel aged segment. From there, we extended the portfolio with a premium Reserva line and Buttery Chardonnay.
Beyond design, DuPuis partnered with the Josh team to develop a five year innovation pipeline focused on bringing new consumers into the brand and creating more occasions to enjoy it. Through consumer research, trends, and collaborative ideation, we identified new opportunities that led to the launch of Josh Hearth, inspired by cozy moments shared with family and friends, and Josh Seaswept, a light and refreshing blend made for relaxed summer occasions.
Results
Josh Cellars Reserve Bourbon Barrel Aged Cabernet Sauvignon successfully launched in 2020, earning a GDUSA Packaging Design Award for its distinctive package design. Building on that momentum, Josh Hearth launched in 2023, followed by Josh Seaswept in 2024, extending the brand into new occasions and consumer segments. Today, Josh Cellars has grown into one of America's best selling premium wine brands, across 23 wines, demonstrating the power of thoughtful portfolio expansion and consumer led innovation.
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