'Josh' Wine (And Its Memes) Is Everywhere. But Is It Really Any Good?

We spoke with wine experts (and everyday people who drink wine) for their take on why Josh is so irresistible.

If you live on planet Earth, you’ve probably heard about Josh wine by now.

There’s a good chance you’ve seen it at your local liquor store, Target or at a friend’s dinner party. But if you’re on social media, there’s an even better chance you’ve scrolled upon a Josh meme or 10, because, well, they’re everywhere.

As a beloved common man’s wine brand of sorts, Josh Cellars has been taking the world by storm for a while now. They produce a wide range of wines including a cabernet sauvignon, pinot noir, chardonnay and sauvignon blanc, made primarily with California-grown grapes. But why, exactly, are these Josh Cellars wines so popular?

It’s partly due to a viral post on X that sparked a ton of memes and attention. A whole slew of products are boosted into stardom these days thanks to social media, so this isn’t very out of the ordinary. But does Josh’s popularity really boil down to social media hype? Or is there more to the story?

Of course there are some detractors who aren’t the biggest fans. Some people have posted on X about how the wine is terrible, awful, and not worth drinking. But still, we wanted to get to the bottom of why the fans think Josh is so great.