From Garage Startup to National Brand: Josh Cellars Founder Joseph Carr on Building His American Dream

Joseph Carr didn't grow up in a winemaking family or inherit a vineyard. The son of a lumberjack and a grocery store employee in upstate New York, Carr discovered his passion for wine while working at a French restaurant during college. Years later, he and his wife launched their wine business from their garage, sharing a laptop and using a picnic table as a desk.

Today, Josh Cellars is one of the country's most recognizable wine brands, but Carr's entrepreneurial journey was shaped by financial risks, unexpected opportunities, and a deeply personal connection to his family. At the 2026 CO—100 Small Business Forum, Carr joined Jeanette Mulvey, Editor-in-Chief of CO— by U.S. Chamber of Commerce, to discuss the experiences behind his success and the lessons entrepreneurs can apply to their own businesses.

[Read more: Josh Cellars' Founder On Building America's Number One Premium Wine Brand] 

Building a business requires courage, sacrifice, and conviction

Carr's entrepreneurial journey began after years of working in the wine industry, including a leadership role at a major international wine company. Despite his professional success, he felt increasingly disconnected from his family and began reconsidering what he wanted from his career.

September 11, 2001, became a turning point. After losing people he knew in the tragedy, Carr decided to pursue his own version of the American dream: starting a business alongside his wife.

To make that vision a reality, the couple refinanced their home and invested their own resources into the company.

"I didn't study business in college," Carr recalled. “I was an art student, so I had to learn the hard way.”

He educated himself about finance and fundraising, navigating the challenges of an industry where businesses must invest in production long before they receive revenue.

When Carr launched Josh Cellars, he turned to his retirement savings to finance the first vintage, producing a limited number of cases that he initially sold himself.

The brand's name was inspired by Carr's father, Joseph, whose friends had nicknamed him Josh during his younger years. Carr's mother suggested the name and wrote it by hand, creating the signature that would eventually appear on the wine's label.

That personal connection became central to the company's identity, giving Carr an opportunity to share stories about his father and the values that shaped his upbringing through his business.

[Read more: How Reflecting on Purpose and Values Benefits Small Business Owners] 

Finding the right partners can help a business scale

Although Carr initially built his company without outside investors, he eventually recognized that taking the business to the next level would require additional resources and expertise. That opportunity came through a partnership with the Deutsch family, whose established wine business offered the support Carr needed to expand.

"They brought in financial capital. They brought in intellectual capital. They brought in a national sales and marketing team," Carr explained.

The partnership helped Josh Cellars expand its distribution and reach a much larger customer base, while Carr's personal story continued to distinguish the brand.

Social media also played an unexpected role in its growth. Viral online attention and even an appearance in a “Saturday Night Live” sketch introduced Josh Cellars to new audiences and helped generate broader awareness of the company. However, scaling brought additional challenges, particularly around managing cash flow, inventory, and production costs.

Carr emphasized the importance of recognizing one's limitations and seeking guidance from people with complementary skills.

"I always surrounded myself with people that were a lot smarter than me,” he said. “I asked questions and listened. And sometimes, the answers were kind of tough.”

Authentic storytelling and community involvement build lasting loyalty

As Josh Cellars grew, Carr remained committed to honoring the values he learned from his family and hometown. 

He recalled how his father, who left school early to support his family, had a very different definition of the American dream. For him, success meant creating opportunities for his children, including seeing them become the first in their family to attend college. Those memories shaped Carr's approach to business and his belief that a brand should reflect something meaningful beyond its products.

Carr also discussed the importance of giving back to the communities that support a business. Rather than viewing community involvement solely through the lens of financial donations, he encouraged entrepreneurs to find ways to participate directly.

Growing up, Carr explained, community fundraising often meant organizing bake sales where everyone contributed what they could. That same spirit has influenced Josh Cellars' involvement with veterans' organizations, arts programs, and animal welfare causes.

"We don't write big checks, but we want to be part of communities," Carr said.

He encouraged entrepreneurs to identify causes that align with their values and find meaningful ways to support them, regardless of their company's size.

[Read more: How to Incorporate Community in Your Business] 

For entrepreneurs pursuing their own version of the American dream, the Josh Cellars story is a reminder that success isn't defined solely by growth or financial achievement. It's also about building something meaningful, staying connected to the people who matter, and creating opportunities for others along the way.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.