Barefoot Wines partners with Summergate to expand reach in China

Barefoot Wines, part of California wine producer E. & J. Gallo Winery, has announced a long-term partnership with Summergate to launch the brand in China this month.

Barefoot Wines, one of the most recognised wine brands across six continents, will team up with Summergate to set foot in China.

“As wine culture becomes more popular in China, we believe more consumers will enter the wine market in the next few years, while drinking occasions will be more diversified,” said Bill McMorran, vice president and general manager of E. & J. Gallo Winery Asia Pacific, of the partnership.

“Barefoot has been devoted to promoting a casual and approachable wine culture. With the solid experience and support of Summergate’s professional sales and marketing team, we believe the launch of Barefoot will inject a new energy to the China wine market, cultivating a different wine culture and experience for Chinese consumers.”

Berny Yang, general manager of Summergate China, commented: “We are very honoured to partner with the highly-reputed and hot-selling wine brand Barefoot of E. & J. Gallo Winery, bringing in an easy-to-drink, colourful, fun and inclusive wine to China. The alliance of Barefoot strengthens Summergate’s portfolio significantly. We are thankful to Gallo for trusting in our capability in China.”

Four varietals will be released to the Chinese market with Summergate, including Moscato, Chardonnay, Merlot and Cabernet Sauvignon.

Starting from this December, Barefoot will launch a range of activation events in China.

California winemaker Davis Bynum founded Barefoot Wines in 1965. The name referred to the free-spirited method of crushing grapes barefoot. In 2005, the brand was acquired by E. & J. Gallo Winery. As the brand has revealed, Barefoot achieved more than 27 million (9L) cases of sales, and 300 million bottles (750ml) in 2020.