Barefoot Wine launches TV campaign

Californian wine brand Barefoot Wine is launching a TV campaign in the UK to celebrate the  ‘informal every day’ moments of life.

The ‘Let’s get Barefoot’ ad campaign will champion its three best-selling flagship wines – Barefoot Pinot Grigio, Barefoot White Zinfandel and Barefoot Merlot – and will run on TV on Demand channels in the UK including Channel 4, ITV and Sky TV from June until August.

The ad  will reach more than 5 million viewers, the brand says, demonstrating the brand as the “perfect choice” to enjoy with friends and family, in a fun relaxed and informal way.

Olga Senkina, Marketing Director EMEA of E&J Gallo Winery said it was an “exciting step” for the brand, which had gone from strength-to-strength since launching in the UK in 2009.

“As we spend more time with friends and family over the coming weeks, we hope our advert will encourage consumers old and new to enjoy everyday moments with a glass of Barefoot,” she said.

Volume sales of Barefoot have grown by +38% in the last year, according to IRI off-trade data (12 months ending 21 March 2021) bringing in an additional £84.6M to the wine category. Its top three skus have seen particularly strong uplift, with Nielsen showing Barefoot Pinot Gris up 29% in the past 12 months (Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine) Barefoot White Zinfandel becoming the biggest contributor to growth within the rosé category, and its Barefoot Merlot growing by 33% in the past year.