+

Cookies on the Business Insider India website

Business Insider India has updated its Privacy and Cookie policy. We use cookies to ensure that we give you the better experience on our website. If you continue without changing your settings, we\'ll assume that you are happy to receive all cookies on the Business Insider India website. However, you can change your cookie setting at any time by clicking on our Cookie Policy at any time. You can also see our Privacy Policy.

Close
HomeQuizzoneWhatsappShare Flash Reads
 

The world's largest beer maker is buying The Fat Jewish's wine brand famous for White Girl Rose

Jun 28, 2019, 23:33 IST

Astrid Stawiarz / Getty Images

Advertisement
  • Anheuser-Busch InBev is taking control of Babe Wine, the company famous for White Girl Rosé, Bloomberg reported on Friday.
  • Babe Wine, formerly called Swish Beverages, was co-founded by the Instagram influencer Josh Ostrovsky, known widely by his handle 'The Fat Jewish.'
  • By buying the brand, AB InBev is betting on the power of social media and the appeal of canned rosé to younger consumers.
  • Read more on Markets Insider.

Big beer is hoping that even if you don't want to crack open a cold can of Bud Light at the end of the day, you'll reach for a can of rosé.

Anheuser-Busch InBev, the world's largest beer maker that's responsible for Budweiser and Bud Light, is taking control of Babe Wine, the brand co-founded by the Instagram-famous Josh Ostrovsky, also known as 'The Fat Jewish,' Bloomberg reported Friday.

Beer has become less popular in the US, as Americans are drinking less alcohol overall. Millennials and Generation Z consumers are reaching for other drinks from kombucha to spiked seltzer. By taking full control of Babe Wine - the company previously held a minority stake - InBev is expanding beyond malt beverages and is betting on canned wine, a growing part of the market.

Babe Wine, formerly known as Swish Beverages, has a portfolio that includes bottled wine such as its premier product, "White Girl Rosé", and a range of sparkling wines.

Advertisement

AB Inbev is also betting big on the power of social media. Ostrovsky and co-founders Tanner and David Oliver Cohen, built their company through clever branding, Instagram and Twitter. The Cohens are responsible for the Twitter account "White Girl Problems," and authored a New York Times bestselling book with the same name.

Babe Wine's aesthetically pleasing, Instagrammable cans have been boosted by the popularity of The Fat Jewish's Instagram page, as well as endorsements by the Emily Ratajkowski, the brand's so-called chief taste officer.

Ostrovsky and Ratajkowski have 10 million and 23 million Instagram followers, respectively.

Now read more markets coverage from Markets Insider and Business Insider:

The markets poised to outperform developed countries like the US and UK might surprise you - but investors say they're the best places to look for growth

Advertisement

'There are no obvious opportunities': A Wall Street fixed income investment chief at a $23 billion firm says now is the time to protect returns rather than seek new ones

The RealReal could be valued at $1.6 billion when it starts trading on Friday. Here's what you need to know about the used luxury goods startup's IPO.

NOW WATCH: We compared our bodies to Barbie. Here's what the doll would look like in real life.

You are subscribed to notifications!
Looks like you've blocked notifications!
Next Article