Business of Drinks 74: How Josh Cellars Became a 6M-Case Powerhouse with Dan Kleinman of Deutsch
What does it take to grow a wine brand to over 6 million cases a year — and keep it growing double digits in a declining category? In this episode, we sit down with Dan Kleinman, Chief Brand Officer at Deutsch Family Wine & Spirits, to unpack how Josh Cellars has become one of the most remarkable success stories in modern wine.
Under Dan’s leadership, the Josh team has expanded beyond its loyal Gen X base to capture the attention of younger Millennial and Gen Z drinkers — leveraging storytelling, savvy innovation, and even a viral social media moment that led to a double-digit sales spike and cultural relevance.
You’ll hear:
How the team transformed a humble Napa Cabernet with a heartfelt backstory into a top-selling national brand
The strategy behind Josh’s “twin engine” approach: Staying meaningful to Gen X while becoming playful and culturally relevant to younger audiences
How a viral meme sparked a massive surge in engagement, with Instagram followers jumping 79% in just weeks — and how the team capitalized on it
Why Josh invests 5x more on consumer-facing marketing than the category norm — and how they measure ROI
Why new products like the light, crisp Seaswept are created for younger consumers
How to use data and consumer insights to craft messaging for different audiences — and avoid the “one-size-fits-all” trap
Dan also shares what drinks founders can learn about channel strategy, emotional brand-building, and why staying curious — about consumers, culture, and the craft of marketing — is essential to success.
If you’re a drinks entrepreneur looking to build a brand that resonates across generations, connects emotionally, and drives real-world growth, this is an episode you don’t want to miss.
Last Call:
🍷 Will AI take jobs in the drinks industry? In this Last Call segment, we explore how AI is already cutting white-collar jobs — and what that might mean for hospitality, sales, and brand roles.
Don’t miss our next episode, dropping on July 30.
For the latest updates, follow us:
Business of Drinks:
Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: https://www.swigpartners.com/businessofdrinks
If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!