Laughing *at* supermarket wines, not *with* supermarket wines

Plus: Fingers Regulatory Roulette!

I’ve gotten a few questions/tips in about the memes about Josh Cellars’ wines all over folks’ TikTok and Instagram lately, and there’s something interesting going on there, so I think it’s worth unpacking a bit. Earlier this month a post touting the brand’s middling Merlot over supermarket juggernauts Stella Rossa and Barefoot went viral on Vichy Twitter. Then, another post making fun of that post went about five times more viral. The Josh discourse expanded outward from there.

[Peter Jennings voice] Here, now, are the two inciting posts: