Josh Cellars Wine is the first wine brand to sponsor The Sturgis Motorcycle Rally in South Dakota, going on right now. The annual event is now in its 77th year.
A digital campaign tied to the sponsorship is being executed on the fly – during the festival – from August 4 to 7 and is designed to combat stereotypes associated with Rosé wine, according to the brand.. Like it’s a girly wine drunk only at beach parties by women.
I guess the fact that Rosé is pink has something to do with supposed stereotype. Although honestly I wasn’t aware of it--the stereotype that is-- until Josh brought it to my attention. I mean, both men and women in the ad biz drink copious quantities of Rosé at Cannes, right? Or maybe that’s a stereotype too.
I don’t know, I wonder if the brand is making this girly thing up about Rosé so the company can do this crazy sponsorship with the bikers. I’ve been drinking Rosé since I was a kid, and so have a lot of my friends, both men and women.
Mateuse Rosé was a big deal back then. I think it was from Spain or Portugal. I know it was cheap and little classier than Boone’s Farm Apple Wine. Okay, a lot classier, or at least that was the perception.
In any event as part of its sponsorship, Josh Cellars will document the brand's involvement at the rally with ongoing video updates. The brand will host 10 separate wine tasting events at Sturgis, including the opening ceremony, the 15th Annual Mayor’s Ride and Military Appreciation Day festivities.
The campaign was created in partnership with French West Vaughan for content and Lippe Taylor for PR support. The ads are being purchased in house by the wine brand’s owner, Deutsch Family Wine & Spirits.