Anheuser-Busch InBev announced that it had bought Babe Wine, a company co-founded by Instagram influencer Josh "The Fat Jewish" Ostrovsky.
The world's largest brewer announced Friday that the company was "thrilled to greet @". DrinkBabe – through our partners at ZX Ventures. "
" We are pleased to continue working together to bring more fun, delicious, photogenic wine to more US consumers, "the company tweeted.
Ostrovsky co-founded the wine brand with David Oliver Cohen and Tanner Cohen. Ostrovsky said they had found the opportunity after Rosé lacked in the Hamptons.
"We knew they were the No. 1
Instagram Influencer Josh "The Fat Jewish" Ostrovsky with Babe, the mascot. (Getty Images)
Babe Wine, sold in cans, focused on appealing to Millennials.
"It's a really quiet category," said Brendan Whitworth, chief sales officer of Anheuser-Busch, Bloomberg. "We believe this is the right time to take advantage of wine-growing and wine-related operations in general."
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Conditions of the contract were not fulfilled immediately published.
An analysis by IWSR showed that global consumption of alcohol decreased by 1.6 percent in 2018 compared to 2017. The analysis showed that whiskey and spirits increased on an agave basis, but sales of wine and beer declined. However, rosé consumption rose 8.2% during the year, according to analysis.