Gallo Expanding Barefoot’s Audience Through NFL Platform
January 28, 2025The largest wine brand in the Gallo (formerly E.&J. Gallo) portfolio, Barefoot has U.S. volume of more than 18 million cases annually, according to Impact Databank, including the core brand as well as offshoots like Barefoot Bubbly, Barefoot On Tap, and Barefoot Refresh. Lately the brand has focused on further cultivating its consumer audience through its position as official wine sponsor of the NFL.
“The NFL reaches 218 million fans—the largest fan base in America (+11% since 2019)—and continues to grow with key demographics to reach for wine like Gen Z, women, and diverse groups,” Gallo vice president of marketing Beth Orozco tells SND. “During the 2023-2024 NFL season alone, Barefoot brought in 2 million new users.”
In particular, the NFL partnership is giving Barefoot a leg up with demographic groups that are coveted by the wine industry, Orozco explains. “Barefoot overindexes with Gen Z—higher than popular competition. The NFL also happens to be the #1 sport for Gen Z, with popularity driven by the NFL’s intersection of pop culture, entertainment, and sports,” she says.
“Another group is women. The ‘[Taylor] Swift Lift’ drove NFL popularity with women higher than ever, with +11% growth,” Orozco adds. “And finally diverse groups. The NFL is the #1 sport for diverse groups including Hispanic and African American consumers—and Barefoot brings in the most first-time Hispanic and African American buyers to wine.”
Barefoot’s NFL efforts are continuing early this year with marketing activities around the upcoming Super Bowl game on February 9 in New Orleans. The brand will have a presence at the Super Bowl Experience Fan Fest including a branded space offering wine samples, interactive games, and photo opps. Barefoot will also gain visibility across a range of NFL events including the New Orleans Saints hospitality space, NFLPA events, and at the stadium for Super Bowl LIX gameday, Orozco notes.
The Super Bowl push follows up on other recent NFL initiatives like the Barefoot Bandwagon Box, Super Bowl hosting tips from Donna Kelce, and gameday experiences with Simone Biles, moves which Orozco says “have resonated with emerging fans, blending wine, football, and pop culture.”—Daniel Marsteller
