Josh Cellars has expanded its portfolio with the launch of Josh Cellars Hearth Cabernet Sauvignon.
This new red wine selection joins the Josh Cellars core collection, available nationally beginning February 1.
As the name suggests, this wine’s branding reflects the hearth, the center of the home. It’s meant to address what Josh Cellars sees as a prominent shift in consumer behavior post-pandemic. According to an ongoing study by Mintel, 57% of consumers say they are cutting back on out-of-home activities, while 72% of U.S. drinkers are spending more time socializing at home post-Covid.
“This new wine is part of a longer-term strategy to delight consumers with interesting innovations that meet their changing needs and desires,” says Deutsch Family Wine and Spirits President, Tom Steffanci.
Josh Cellars Hearth has flavors of baked plums, black cherries and blackberries, the company reports. This wine is also higher in alcohol than Josh Cellars’ traditional Cabernet Sauvignon (14.5% ABV).
Josh Cellars Hearth features an oil painted treatment label, a design that deviates from Josh Cellars’ traditional packaging schema.
From a marketing perspective, the launch of Josh Cellars Hearth is supported by an investment of $2.6M in paid media, digital pre-shop, in-store POS as well as a focused experiential sampling tour during the winter months. There will also be additional support across ecommerce platforms including Drizly and Instacart.
Hearth is priced the same as Josh Cellars Cabernet Sauvignon: $16.99 per 750-ml. bottle.