The specter of Josh also looms over William “Joshua” Neimeyer, a sommelier and owner of San Diego wine bar and bottle shop The Grape Underground, who’s been going by Josh since childhood. When Neimeyer moonlights as a wine buyer for the tony steakhouse Huntress, working the floor and helping diners with their wine pairings, he can feel when guests are going to josh around with him.

“I’m at the table, I’m like: ‘Hey guys, welcome to Huntress, my name’s Josh, I’m a sommelier. I literally know it’s going to happen because they smile in a certain way…and they’re like: ‘Have you ever heard of Josh wine?’”

Neither Josh appears to take themselves too seriously, though. Neimeyer lets out a guffaw when I tell him about the Josh wine memes. “This evokes so many ideas of how to do a photo shoot with a sommelier named Josh and Josh wine,” he says, animatedly explaining his vision of a bottle that “was able to speak, and the sommelier named Josh was able to speak to the bottle, like: ‘Hi my name’s Josh, I’m your sommelier.’ ‘Hi my name’s Josh, I’m your bottle of wine.’” The other Josh, Josh Orr, has been chuckling at the Josh Wine jokes he’s seen via Instagram wine meme accounts.

Jokes aside, the Joshes — who don’t know one another — seem genuinely awed by Josh Wine’s marketing and reach. It’s available in grocery stores, in restaurants, and even in gas stations, and is apparently the #1 selling table wine in the U.S. The fact that “it’s in your face, everywhere,” as Neimeyer says, likely plays into its popularity: The company behind the brand, Josh Cellars, recently notched sales of five million cases over a single year period. It’s an impressive feat, considering that overall wine consumption in the U.S. continues to tank.

Orr tells me that Josh Cellars has been savvy, particularly in the way it’s tried to inure itself from market forces and unforeseen natural disasters. The brand has done this, he says, by not being entirely specific about where its grapes are sourced. The classic Josh wine, the Cabernet Sauvignon, states only that its grapes come from “California,” without specifying a winemaking region like Paso Robles or Napa. If the price of a certain grape fluctuates, or if particular harvests are plagued by fires or other calamities, the company can “find the fruit that makes sense” for the moment.

“It gives them flexibility to maintain a price point and keep quality high,” Orr notes. Neimeyer shares the view that Josh is a consistent, safe choice. “If you’re buying something that has vintage variation, you’re betting that the $55 wine you’re buying is going to be as good as it was the last time you had it,” Neimeyer says. “So it’s a wager. Josh is not a wager; you’re not betting on Josh.” He thinks that consumers are “actually making a more informed purchase” with Josh wine.

The two Joshes also praised Josh’s quality given its sticker price. Orr particularly admires the Cab’s “rich, creamy, mouth-filling flavor” flecked with cinnamon and vanilla notes. “Quality to price ratio, what you’re getting is huge,” Neimeyer says. “Americans, we like bigger, bolder flavors, bigger concentration. What did we grow up on? Milkshakes, cheeseburgers, and French fries. So salt, fat, and sugar right? This is one of the reasons why I think Josh does so great on the market: It’s got that concentration of flavor, it’s got that juiciness, probably got a little bit of residual sugar as well. Which really helps with mass appeal, if you will.”

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