Award-winning Californian Wine brand Barefoot is now the #1 wine brand in Grocery, with volume sales up by +32% over the past 12 months , outperforming the wine category by 19% (+32% vs +13%) . The brand is the biggest contributor to volume growth and one of the biggest contributors to value growth, bringing in an additional £76M to the wine category in 2020.
The continued success of established varietals, the introduction of new products such as Barefoot Jammy Red and Barefoot Buttery Chardonnay, coupled with Barefoot’s distinctive branding, which is now recognised by 56% of UK consumers , have fuelled this impressive growth.
A Brilliant Blend…
Launched last summer to capitalise on the growth of red blends in the UK, Barefoot Jammy Red is currently the second fastest-selling new wine of 2020, with a 2.1% revenue share, adding £3.7M to the category . A great match for steak and burgers, it’s a must-stock for the BBQ season and beyond.
The UK’s most popular Pinot Grigio…
With sales up by 29% in volume , Barefoot Pinot Grigio leads the Pinot Grigio category, which itself is the second most popular varietal in the UK, increasing by 18% in volume over the past year . Crisp and light-bodied, with tart green apple notes and citrus and peach flavours, it’s perfect for summer.
Barefoot Merlot has grown by 33% (vs 14% for the category), helping cement Merlot as the #1 red varietal in the UK. Oozing with flavours of blackberry, raspberry and chocolate, with a silky smooth finish, it’s an ideal accompaniment to with grilled red meats.
With the rosé trend in full bloom, Barefoot White Zinfandel is the #1 contributor to growth within the rosé category, growing by 33% in past year  . It contributed more than £21M to the wine category in 2020 , helping cement White Zinfandel as the #1 rosé varietal. This success is not limited to still wines: Barefoot Bubbly Pink Moscato has experienced 15% revenue growth and 38% volume growth in the past 12 months, establishing it as the UK’s #1 Pink Moscato.
With lots of exciting developments in the pipeline, Barefoot will be one to watch in 2021.
Barefoot Wines are available nationwide. RRP £7.00
1 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine
2 Nielsen Scan Track – MAT 02.01.21 – GB Total Off-Trade – Still Wine
3 Nielsen Scan Track – MAT 02.01.21 – GB Total Off-Trade – Still Wine
4 Wine intelligence, Landscapes Dec 2020
5 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade coverage – Still Wine
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7 Nielsen Scan Track – MAT 02.01.21 – GB Total Off-Trade – Still Wine
8 Nielsen Scan Track – MAT 02.01.21 – GB Total Off-Trade – Still Wine
9 Nielsen: 02.01.21 Total Off-Trade, Rosé
10 Nielsen Scan Track – MAT 02.01.21 – GB Total Off-Trade – Still Wine
11 Nielsen Scan Track – MAT 02.01.21 – GB Total Off-trade – Still Wine