Barefoot launches Bag-In-Box wine range

0

Barefoot, the #1 wine brand in UK Grocery [1], is introducing Barefoot on Tap to its award-winning portfolio, just in time for summer.

Launching in wholesalers and supermarkets nationwide this month, the new 1.5l Bag-in-Box range includes two of the UK’s top-selling wines – Barefoot Pinot Grigio and
Barefoot White Zinfandel – making it a must-stock for retailers.

Designed to appeal to consumers who are looking for refreshing wines for summer in
a convenient, eco-friendly and slightly larger format (each box is the equivalent of
two bottles),  aims to build on the success of the Bag-in-Box category
which has seen impressive +30 per cent volume and +32 per cent value growth in the grocery channel over the past 12 months.

Barefoot on Tap comes in attractive packaging that echoes the Barefoot palette to create instantly recognisable on-shelf stand out. It boasts a lower carbon footprint than glass bottle alternatives, and because the wine is sealed in an airtight bag, it stays fresh for longer once opened because it is not exposed to oxygen.

“Ready when you are, whether it’s at a socially-distanced BBQ or on a cosy night in for two, Barefoot on Tap enables you to enjoy Barefoot’s award-winning wines for up to 30 days without compromising on taste,” says Mark Stammers, Sales Director for UK & Ireland at E&J Gallo Winery.

“Over the past 10 years, Barefoot has become one of the most recognisable brands in wine so we hope this new format will appeal to drinkers young and old, and contribute to the increasing success of the Bag in Box category as whole.”

The launch of Barefoot on Tap will be supported by an integrated marketing campaign spanning social media, PR and in-store activations.

Barefoot on Tap is available through wholesalers and supermarkets nationwide, RRP £12.50

 

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