Josh Cellars has made history as the first wine brand to sponsor the Sturgis Motorcycle Rally. And if that wasn’t enough, they did it with their new Josh Cellars Rosé, a variant of wine not commonly thought of as a manly drink, let alone a drink for bikers.

Read also: Try this Rosé and bourbon cocktail recipe

From August 4-13th, Josh Cellars hosted 10 separate wine tasting events that centered around their new Rosé, while actively challenging the stereotype that surrounds wine and who drinks it. A few of the events included the city’s opening ceremony, the 15th Annual Mayor’s Ride, and Military Appreciation Day. They also commissioned a tattoo artist to design commemorative ink in recognition of Josh’s first trip to Sturgis. Probably best if you get your tattoo before you have a few glasses of wine.

“It is about time a wine brand recognized what a great opportunity it is to get in front of more than half a million bikers. People think we’re all tattoos and leather, but there is a lot more to us than that. We appreciate great wine just like everyone else.”

–Jerry Cole, director of Sturgis Rally & Events for the city

Main Street Sturgis
Main Street Sturgis

Bikers wine tasting at Sturgis

Being the first wine brand to sponsor Sturgis in its 77 years takes guts, or perhaps just a lot of confidence. Something Josh Cellars surely has. All seven of Josh’s core wines rank in the top three nationally for their sales and sales growth in the $10-15 segment. This also extends to the new Josh Rosé, which launched this year and has already added more sales to retails over the last 13 weeks than any other new rosé over $10.

If you’re interested in seeing how Josh is documenting their adventure at Sturgis, be sure to follow them on Facebook and Instagram to see how the bikers are loving the new rosé.