Brand Central to Rep Josh Cellars Wines in North AmericaBrand Central to Rep Josh Cellars Wines in North America

Josh Cellars, a U.S.-based premium table wine, has announced it has selected global brand licensing agency, Brand Central, to extend the brand into new food, beverage and merchandise consumer product categories.

Josh Cellars’ popularity increased earlier this year after the brand went viral on social media in January. The original post and fan-made memes that followed reached over 50 million people and led to the brand being featured in a skit on “Saturday Night Live.”

As part of the new working relationship, Brand Central will extend the Josh Cellars brand across trending food and beverage categories, innovative merchandise partnerships and collaborations with lifestyle brands.

“Brand Central is extremely privileged to be the official licensing agency of Josh Cellars, especially in the midst of the incredible pop-culture moment the brand is having,” says Ross Misher, chief executive officer, Brand Central. “We’re thrilled to have the opportunity to expand the Josh Cellars brand footprint and increase consumer relevance amongst a new generation of customers.”