Brand Stories

Josh Cellars, the #1 premium wine in America and part of Deutsch Family Wine & Spirits (DFWS) portfolio, has launched a brand campaign from Tombras, which became AOR for the brand in July 2021. The campaign speaks to the founding principles of the Josh Cellars brand: gratitude and family.

Named in tribute of the founder’s father, Joseph Carr’s father, Josh, a US army veteran and volunteer firefighter, Josh Cellars is a brand born out of hard work and appreciation and was named American Winery of the Year by Wine Enthusiast Magazine in 2021. Josh Cellars understands that time spent together with those we love most is what is most cherished – and wants to be the wine that helps cement those kinds of special moments. Throughout the spots, Joseph Carr is shown surrounded by family, friends, and coworkers and we learn more about the founding story and reason behind it all: his father, Josh.

The campaign launched 2/15 with the ‘Sunday Supper’ and ‘Dirty Work’ spots, and two more spots will roll out between Q2 and Q4. Tombras worked with Superprime Productions to shoot the campaign which will run across linear, CTV, OLV, OTT.

DFWS has donated over $1 million to charities to honor Joseph Carr’s legacy and continue the brand’s mission of gratitude. This campaign comes on the heels of a major brand Holiday activation, Joshgiving, centered around gratitude in partnership with Josh Groban and a full suite of social-first assets to help promote the full Josh wines portfolio.