On Strategy Showcase: How Josh Wines Turned Reluctance into Social Effie Gold

Release Date: June 27, 2025
Host: Fergus O’Carroll

Introduction: Embracing Social Flexibility

In this episode of On Strategy Showcase, host Fergus O’Carroll delves into the transformative journey of Josh Sellers, a wine brand that successfully navigated the treacherous waters of social media to achieve remarkable recognition. The episode centers around how Josh Sellers overcame initial hesitations about engaging with social audiences, a common concern among marketers aiming to maintain stringent brand control.

Fergus opens the conversation by highlighting the significance of brand personality and flexibility:

“Marketers who are nervous and understandably nervous about engaging with social audiences need to be willing to be somewhat flexible with their brands.”
— Fergus O’Carroll [00:00]

Brand Metrics and Impact: Quantifying Success

Joining Fergus is Isaac Saraki from Tracksuit, who provides insightful metrics demonstrating the campaign’s success. He outlines impressive increases in brand awareness and consideration among the 21 to 24-year-old demographic, a crucial segment entering the wine market.

Key metrics shared by Isaac include:

• Awareness: Increased from 26% to 29%
• Consideration: Rose from 19% to 25%
• Top of Funnel Conversion: Achieved 79%, outperforming the category average of 67%

Isaac emphasizes the campaign's effectiveness:

“Josh o' Clock campaign is a really interesting sort of angle for a brand like Josh to be taking.”
— Isaac Saraki [02:14]

Additionally, he notes a significant sales uptick during typically slow months:

“January and February, which is their typical slow time of the year, they saw a 22% increase in sales among first-time buyers.”
— Isaac Saraki [02:56]

The Wine Industry Landscape: Shifts and Challenges

Fergus transitions the discussion to the broader wine industry, seeking Dan Kleiman’s perspective on current trends and challenges. Dan, Chief Brand Officer for Josh Sellers, highlights several critical dynamics affecting the sector:

1. Economic Pressures: Rising prices and tariffs, especially on imported wines, are stalling industry growth.
2. Changing Consumer Preferences: A noticeable shift towards lighter, more approachable wines, particularly white varieties like Sauvignon Blanc and Pinot Grigio, which are gaining market share while red wines decline.
3. Demographic Shifts: Wine consumption is predominantly female, with a significant skew in younger demographics appreciating sweeter and more accessible varietals.

Dan elaborates:

“Consumers are gravitating more toward lighter, more approachable wine styles, most notably white wine.”
— Dan Kleiman [06:06]

He also points out gender consumption patterns:

“White wine really does skew a little bit more female... wine has just a much stronger place in females beverage alcohol repertoires than it does with men.”
— Dan Kleiman [08:02]

Branding and Marketing Strategies: Simplifying the Complex

The conversation shifts to branding strategies with insights from Kelsey Carson, EVP Head of Strategy at Tom Brass Group, and Morgan Crego McLees, VP Group Creative Director at Tom Brass. They discuss the importance of label design and brand accessibility in making wine approachable to new consumers.

Morgan highlights the effectiveness of Josh’s label:

“It's really sophisticatedly simple and the calligraphy is actually our founder's mother's handwriting... that label just pops in a sea of really cluttered dinner tables or wine cellars.”
— Morgan Crego McLees [14:23]

Kelsey adds the value of celebrity influence:

“The celebrity gives you shorthand... If it's a celebrity that you don't expect or someone that you don't think of as a traditional wine drinker, that goes even further to create a different perception of that brand.”
— Kelsey Carson [12:26]

Dan emphasizes the brand’s approachable image:

“The name Josh... gives the brand an everyman approachability.”
— Dan Kleiman [16:49]

The Viral Tweet Incident: Turning a Crisis into Opportunity

A pivotal moment for Josh Sellers occurred in January 2024 when an unassuming tweet unexpectedly catapulted the brand into the cultural spotlight. Morgan recounts the incident:

A user tweeted:

“I'm not going to keep telling y'all to grow up and leave that Stella and barefoot alone.”
— Morgan Crego McLees [23:26]

The tweet, mentioning other popular wine brands, garnered significant attention. Josh Sellers seized the opportunity to engage authentically with their audience. They responded by acknowledging the incident and adapting their social media strategy to be more relatable and humorous. Dan reflects on the internal deliberations:

“We can't be this one dimensional. And I think that is something that I've taken to heart since...”
— Dan Kleiman [27:41]

Kelsey analyzes the tweet’s impact:

“It throws a bomb and gives people something to disagree with, which helps insert the brand into a conversation that's organic because people want to debate it.”
— Kelsey Carson [26:31]

Business and Marketing Impact: Tangible Results

Following the viral tweet, Josh Sellers experienced a notable surge in both brand awareness and sales, particularly among first-time buyers. Dan shares specific outcomes:

“We saw a 22% increase in our buyers with a lot of that driven by one-time first-time buyers.”
— Dan Kleiman [33:51]

This momentum was sustained through strategic content creation, including engaging memes and user-generated content (UGC). Morgan details their approach:

“We started developing our own videos with iPhone... which really took off.”
— Morgan Crego McLees [29:52]

Moreover, the success of the viral campaign influenced future product launches and marketing strategies. Dan highlights the introduction of Josh C Swept:

“We borrowed the principles of the meme to develop the campaign and our communications approach for that brand.”
— Dan Kleiman [37:13]

Future Strategies and Budget Allocations: Building on Success

Encouraged by the campaign’s success, Josh Sellers has committed to allocating a larger portion of their budget to social media marketing. Dan confirms:

“Yes, 100%. And I think it's part of this twin engine strategy.”
— Dan Kleiman [41:37]

The team plans to continue leveraging both organic and paid social strategies to maintain engagement and attract younger drinkers. Morgan outlines ongoing efforts:

“We ensure that our content is based on real consumer insights and diligent strategy.”
— Morgan Crego McLees [37:07]

Kelsey emphasizes the importance of understanding diverse audience segments:

“When you look at how real people use it on the Internet, it forces you to challenge some of your assumptions.”
— Kelsey Carson [33:28]

Conclusion: A Blueprint for Success

Fergus wraps up the episode by acknowledging the collaborative efforts of Dan Kleiman, Kelsey Carson, and Morgan Crego McLees. He commends Tom Brass Group for their innovative work in transforming Josh Sellers into a socially engaged and beloved wine brand.

“It was great to see that happen for a small agency that started off in Knoxville and now it's got as many offices as many other great agencies out there.”
— Fergus O’Carroll [42:57]

The episode underscores the importance of adaptability, authentic engagement, and strategic use of social media in building a successful brand in today’s dynamic market.

Notable Quotes:

• Fergus O’Carroll [00:00]: “Marketers who are nervous and understandably nervous about engaging with social audiences need to be willing to be somewhat flexible with their brands.”
• Isaac Saraki [02:56]: “January and February... they saw a 22% increase in sales among first-time buyers.”
• Dan Kleiman [06:06]: “Consumers are gravitating more toward lighter, more approachable wine styles, most notably white wine.”
• Morgan Crego McLees [14:23]: “That label just pops in a sea of really cluttered dinner tables or wine cellars.”
• Kelsey Carson [26:31]: “It helps insert the brand into a conversation that's organic because people want to debate it.”
• Dan Kleiman [41:37]: “Yes, 100%. And I think it's part of this twin engine strategy.”

This episode of On Strategy Showcase offers a comprehensive look into how Josh Sellers leveraged social media engagement to transform brand perception, drive sales, and achieve industry accolades. It serves as an invaluable case study for marketers aiming to navigate the complexities of modern brand strategy.