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Anheuser-Busch Buys “Fat Jewish” Wine Brand Known as “Babe”

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Anheuser-Busch InBev has purchased the Babe Wine brand.

Babe was co-founded by Instagram influencer Josh Ostrovsky, aka “The Fat Jewish,” and brothers David Oliver Cohen and Tanner Cohen.

The move is seen by experts at ABI’s response to flagging sales of Budweiser and Bud Light.

Babe, formerly Swish Beverages, introduced White Girl Rosé four years ago. but the mainstay of its brand mix is Babe Wine, which is marketed in cans, said to be the new wine package of choice for millennials.

“It’s a really staid category,” Brendan Whitworth, Anheuser-Busch’s chief sales officer in the U.S., told Crain’s New York Business. “We think this is the right time to capitalize on what’s going on in canned wine space and wine in general.”

“We have a dream to make Babe into America’s #1 wine, and A-B has the vision, the capabilities, the people and the network to help us get there,” said David Oliver Cohen in a statement.

Babe, which sells its pinot grigio, rosé and red wines in cans, refers to itself on its website as “the official wine of daydrinking” and says that Babe “is the cute, delicious, take-anywhere wine in a can that pairs well with literally everything.”

“In 2015, following the infamous South Hampton rosé shortage, Josh Ostrovsky, a.k.a. “The Fat Jew,” and Tanner and David Oliver Cohen, founders of “White Girl Problems,” launched Swish Beverages with their first product, White Girl Rosé: a bright and refreshing rosé targeted to a new culture of wine drinkers who just want to have fun,” notes the company’s web site. “In 2016, the team launched BABE. In 2019, supermodel Emily Ratajkowski became BABE’s official Chief of Taste.”

Terms of the deal were not immediately disclosed.

“With Babe, Anheuser-Busch is acquiring a brand that resonates with younger consumers on social media. The beermaker is betting it can drive sales with increased distribution in a category with a dearth of name brands,” noted Crain’s.

Ostrovsky and partners “always intended to go after the canned wine market, but initially launched their rosé in bottles in a bid to get the name out there. Ostrovsky, who built his brand on social media and has more than 10 million followers, knew that rosé was popular on Instagram and realized after a shortage in the Hamptons in 2014 that there was an opportunity to create a photograph-able brand that would be a hit with younger drinkers” reported Bloomberg Quint. “We knew they were the No. 1 group drinking wine, but they couldn’t cite a brand,” Ostrovsky said in an interview. “We wanted to be the Bud Light of wine.”

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