How Babe Wine And ‘The Fat Jewish’ Built A Canned Wine Empire From Monster Trucks And Mega-Models

How Babe Wine And ‘The Fat Jewish’ Built A Canned Wine Empire From Monster Trucks And Mega-Models

Led by an Instagram mainstay, Babe Wine has won over a social media generation.



Babe Wine

Babe Wine's campaigns are very different from most wine brands. There are no well-coiffed women, sipping rosé and nibbling on charcuterie boards. Nor are there suavely-dressed men in leather armchairs, swirling a heavy-bodied red in a pricey glass. 

Instead, there are monster trucks. Scented candles that smell like the locker room at the Superbowl. Babe-branded pillows to scream into on election night. Slo-mo videos of founder Josh Ostrovsky (alternatively known by his moniker The Fat Jewish) cannonballing into a pool. 

Conventional Babe is not. But it's this kind of screw-the-rules approach that has catapulted the brand to impressive success—from 2016-2020, BABE's CAGR was nearly 2,000% according to IRI. These numbers quickly caught the eye of beverage giant Anheuser-Busch, who acquired Babe in 2019. 



Ostrovsky began his ascension to kingpin of canned wine back in 2015 with the launch of White Girl Rosé. 

“Back in 2015, Millennials (21+) were getting super into rosé, discovering that it was, what I like to call, ‘the slutty cousin of wine,'” says Ostrovsky. “Serve it ice cold, pour it all over your