Barefoot Crosses 18 Million Cases, Branches Into Canned WineApril 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)
|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%|
|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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