Barefoot, the #1 wine brand in UK Grocery[1], is continuing to bring a sense of fun to the wine category with the launch of a new TV advertising campaign. Airing from June until the end of August, Let’s get Barefoot celebrates the informal every-day moments that can be enjoyed with Barefoot, whether it’s a birthday celebration, a board game or even a gift ahead of date-night.

The advert, which champions Barefoot’s best-selling flagship wines – Barefoot Pinot Grigio, the UK’s most popular Pinot Grigio with sales up by 29% in the past 12 months[2], Barefoot White Zinfandel, the top-selling White Zinfandel and the biggest contributor to growth within the rosé category[3], and Barefoot Merlot, the UK’s #1 Merlot, which has grown by 33% in the past year [4], will appear across TV Video on Demand channels in the UK including Channel 4, ITV and Sky TV, and aims to reach more than 5 million viewers.

Let’s get Barefoot positions Barefoot as the perfect choice for those who enjoy great-tasting wine with friends and family, in a fun relaxed and informal way. Featuring the bright colours that have become synonymous with the brand, the eye-catching advert will resonate with both younger and older consumers.

The full video can be viewed here – https://youtu.be/L_kqrZu4iwQ

“This is an exciting step for Barefoot which has gone from strength to strength since it launched in the UK in 2009,” says Olga Senkina, Marketing Director EMEA of E&J Gallo Winery “With fun styling and catchy beats, Let’s get Barefoot captures the essence of Barefoot, and, as we spend more time with friends and family over the coming weeks, we hope our advert will encourage consumers old and new to enjoy everyday moments with a glass of Barefoot.”

Barefoot has experienced incredible growth over the past 12 months, with volume sales up by +38% [5] , bringing in an additional £84.6M to the wine category in 2020.

Launched in California in the 1960s and introduced to the UK in 2009, Barefoot has been an advocate for all communities. It stands for accepting everyone just as they are and helping to give back to communities through charity events, local causes and non-profit partnerships. Fun and down-to-earth, Barefoot is serious about making good wine and has won over 2,000 awards for its range of wines across the globe.

Barefoot wines are available nationwide.

1 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine

2 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine

3 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine

4 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine

5 IRI Off-trade 21.03.21

 

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