Josh Cellars Prosecco Rosé will begin a staged launch this December in NY, MA, MD and CT, followed by a national launch in March.
“Josh Cellars Prosecco Rosé builds on the popularity of rosé sparkling wine,” says Tom Steffanci, president of Deutsch Family Wine & Spirits, which has owned and marketed Josh Cellars since 2011. “The prosecco segment is up 33% versus a year ago, and rosé sparkling is up 34% in dollar sales.”
Josh Cellars will support the launch of Prosecco Rosé with paid media on YouTube, Facebook and Instagram, and in-store tactics such as Ibotta, racks and in-store sales materials.
Prosecco Rosé is 11.5% ABV. The suggested retail price is $16.99 per 750-ml. bottle.
Total Josh Cellars Trademark volume (which includes Josh Cellars and Josh Cellars Reserve) was 4.3 million cases over the past 12 months through October, the company reports, up from 300,000 cases in 2014, and 2.5 million in 2018. Overall depletions were up 33% in the past 12 months through October.