The Times - Serving Waitsburg, Dayton and the Touchet Valley

Josh Cellars wines have been around for the past two decades, but suddenly they have memed themselves into the sales stratosphere. Are they dramatically different than before? Better? Cheaper? Benefitting from a savvy marketing campaign? Nope. They are just the latest beneficiaries of the always unpredictable and meme-driven impact of Tik-Tok and X (formerly Twitter). Kicked off by a tweet that advised followers to “grow up and leave Barefoot and Stella [two other cheap but popular brands] alone,” a storm of Josh-related posts followed. In truth, these wines are a notch better than most of the...