Babe Wine Builds a Monster Truck to Crush Cars—but It’s Really Hoping to Crush Competitors

Instagram-famous wine makes a high-horsepower entry into the most dude event imaginable

babe wine monster truck
While it waits for the return of live crusher events, Babe Wine's new monster truck is practicing on these guys. Babe Wine

Maybe it’s a dumb idea to try to figure out anything Josh Ostrovsky does. After all, this is the comedian-turned-entrepreneur who goes by the moniker The Fat Jew, seized internet fame with a video of him teaching a spin class to homeless people and shook up the refined realm of oenophiles in 2015 by rolling out White Girl Rosé. (Say what you want but the man has close to 11 million followers on Instagram, and his drinks incubator Swish Beverages quietly became part of AB InBev last year.)

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.