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Barefoot Crosses 18 Million Cases, Branches Into Canned Wine

April 26, 2016

Barefoot Cellars continues to be a star performer for E.&J. Gallo Winery, having added 4 million cases within the last three years. The winner of 13 consecutive Impact “Hot Brand” awards, Barefoot ($7-$10 a 750-ml.) advanced by 6%—or nearly 1 million cases—last year, according to Impact Databank, and is currently the U.S. market’s second-largest wine brand, behind The Wine Group’s Franzia.

This year, Barefoot looks poised for further gains. The franchise has been seeing strong progress for its sparkling portfolio, which is demonstrating year-round growth beyond the traditional holiday months. Its top-selling sparklers include Bubbly Brut Cuvee, Bubbly Pink Moscato and Prosecco offerings.

Also driving growth is the Barefoot Refresh line extension, a lightly carbonated range launched in 2012 and meant to be served over ice. Featuring Crisp White, Sweet White, Summer Red and Perfectly Pink expressions, the Refresh lineup grew by 4.5% to 1.2 million cases in 2015. This year, Barefoot is rolling out its Refresh line in new 8.5-ounce cans ($8.99 a four-pack), targeting casual outdoor drinking occasions, as well as on-premise beach, pool and golf course opportunities.

“We’re committed to wine in formats that fit with the lifestyles of our consumers,” says E.&J. Gallo’s vice president of marketing Stephanie Gallo. “Wine in a can is a relatively new concept for the category, and we look forward to seeing the response.

U.S. – Top Five Wine Brands
(millions of nine-liter cases)
Rank Brand Company Origin 2014 2015 Percent
Change
1 Franzia The Wine Group California 25.17 23.00 -8.6%
2 Barefoot E. & J. Gallo Winery California 17.15 18.10 5.5%
3 Sutter Home Trinchero Family Estates California 9.88 10.00 1.2%
4 Woodbridge Constellation Brands California 9.15 9.30 1.6%
5 Yellow Tail Deutsch Family Wine & Spirits Australia 8.30 8.00 -3.6%
Total Top Five 69.65 68.40 -1.8%
Source: IMPACT DATABANK

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