How The Fat Jewish Packaged His Persona Inside a Can of Babe Wine

With a casual and lighthearted identity, the brand set itself up for pandemic success

Josh Ostrovsky, more commonly known as The Fat Jewish, probably doesn’t even own a suit. The internet sensation much prefers sporting frosted tips, a fuzzy pink jacket and a bare beer belly. And he has made it clear to his more than 10 million Instagram followers that he says, and does, whatever he wants.