How Josh Became a Wine Megabrand—and Which Brand Might Be Next
Not only one of this country's best-known wine brands but also one of its bestselling wines, Josh currently has a total annual production of some 7.5 million cases. Winemakers everywhere are trying to figure out how to produce 'the next Josh.' But how, I wondered, did it happen in the first place? And is the making of this megabrand replicable?
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