After buying in March 2018 a minority stake in California-based Swish Beverages (inside.beer, 13.3.2018), ABInBev’s innovations and growth unit ZX Ventures has now purchased the remaining stake in the company which was co-founded by Instagram celebrity Josh Ostrovsky.
Ostrovsky, a.k.a. The Fat Jew, who also claims to be the world's first male plus-size model, has 10 million Instagram followers and co-founded the company in 2016 together with partners David OliverCohen and Tanner Cohen. Their first product was White Girl Rosé Wine, a bright and refreshing rosé targeted to a new culture of wine drinkers. In 2016, the team launched Babe, a popular line of canned wines. In 2019, supermodel Emily Ratajkowski, another Instagram celebrity with 23 million followers became the brand's so-called chief taste officer.
AB InBev did not disclose details about the transaction.