Social media is the perfect place for a little joshing around, but if you’ve been online in the past week, you might have seen a particular kind of Josh making waves. We’re referring to Josh Cellars wine, which thanks to X (formerly Twitter) user @OptimusGrind__ is having a viral moment. They tweeted a picture on January 6 depicting a bottle of the popular budget-friendly wine, along with the caption, “I’m not gonna keep telling y’all to grow up and leave that Stella & Barefoot alone.”

The post kickstarted a barrage of (mostly negative) responses and quote tweets, which really took off when user @Zujabes riffed that, “For non wine drinkers, this is like someone driving a Hyundai making fun of a Kia driver.” This quote tweet’s engagement dwarfed the original post, which caught the attention of intrepid meme makers worldwide.

Many people began swapping in the name “Josh” for words in familiar alcohol-based slogans, like “It’s Josh o’clock somewhere,” which user @chillextremist captioned over a relaxing beachside photo of a Josh bottle and wine glass in the sand. Others looked to pop culture to demonstrate their ironic fandom, such as an uncredited meme featuring a faded picture of Disney’s Goofy proclaiming, “gone off the jawrsh bro,” surrounded by emojis. The wine is seemingly perfect fuel for irony-obsessed meme makers: If you’re unfamiliar with the brand, you can laugh at the unique wine name, and those who do drink it can revel in folks’ ironic love of the product.

Read more: Popular Vodka Brands Ranked From Worst To Best

Josh Cellars, the California winery that produces the drink often mentioned in internet memes was established in 2007. It was named in memory of the father of Joseph Carr, the founder of the company. The wine is more than just internet joke material, as it has been recognized as the topmost table wine in the United States, as quoted by VinePair.

In simpler terms, for those who are not accustomed to wine, this is reminiscent of a Hyundai driver poking fun at a Kia driver https://t.co/OZ0WazDv9p

— husky supreme (@Zujabes) January 7, 2024

Although the company has not yet addressed its skyrocketing internet popularity in the past week, it could be speculated that Josh’s marketing team is probably pleased with the heightened publicity. X user @chillextremist surmised as much in their tweet, which portrayed a jubilant group of office employees and was captioned “Live look at Josh wine marketing department”. Seeing the wine usually sells in excess of 5 million cases per year, it remains to be seen if this viral notoriety will lead to a significant boost in sales.

This just goes to show that all it takes to spark an internet avalanche for your brand is one person making a simple joke. There’s only one thing left to say about the power of online humor: Cheers!

Read the original article on Mashed.