10-04-2025
- Entertainment
- Wall Street Journal
How Josh Became a Wine Megabrand—and Which Brand Might Be Next
'I love that it's called Josh,' says Mrs. K (played by Kate McKinnon) in a Saturday Night Live skit from a few years back. Regarding her wineglass wonderingly, she adds, 'It's a neat name for a wine!' The joke: How could anyone, anywhere possibly be encountering Josh for the very first time.
Not only one of this country's best-known wine brands but also one of its bestselling wines, Josh currently has a total annual production of some 7.5 million cases. Winemakers everywhere are trying to figure out how to produce 'the next Josh.' But how, I wondered, did it happen in the first place? And is the making of this megabrand replicable?
