A $9 bottle of wine is going viral on X because its name is 'Josh'

• Wine from Josh Cellars is going viral on X, formerly Twitter.
• The wine costs as little as $9 a bottle and has the name "Josh" written in fancy script on its label.
• California vinter Joseph Carr named the line of wines after his father.

Look out, Barefoot and Yellow Tail: There's a new name in the affordable wine world. It's "Josh."

Wine drinkers have been posting bottles from Josh Cellars on X, formerly known as Twitter, over the past week. Most focus on the brand's Cabernet Sauvignon or Merlot, each of which features the name "Josh" in flowing script on their labels.

Don't let the fancy packaging fool you, though. A bottle of Josh will set you back between $9 and $12, according to Business Insider's survey of several online retailers.

On X, users appeared to be fascinated with the wine's human name.

Deutsch Family Wine & Spirits, which sells Josh, didn't immediately respond to Business Insider's request for comment on the memes. It's a private company and doesn't disclose details of its sales, so we don't know whether all the attention on X has lifted Josh's sales.

But on its website, Josh Cellars makes clear that there was a real Josh who inspired the wine.

The label was started in 2007 by Joseph Carr, a California vintner who grew up in upstate New York. Carr named the wine in honor of his father.

"Josh was a lumberjack by trade who also served in the US Army and volunteered as a local firefighter," its website reads. "He worked hard, and instilled values of dedication and perseverance in his children, Joseph and his twin sister Lisa."

The brand has worked with other Joshes to promote itself.

In 2022, Josh Cellars launched "Joshgiving." The ad campaign called on "Joshes across the country" to "give back to the people and communities that enrich their lives by conducting meaningful acts of thanks in the lead up to the Thanksgiving holiday," according to a press release.

The Josh at the center of the campaign? Actor and singer Josh Groban.

The attention that Josh has got on X seems like a branding win, at least according to one post.