E. and J. Gallo's Californian wine brand Barefoot is refreshing its core range with an eye‑catching new packaging designed to deliver standout in the wine aisle. The redesign will be supported by a nationwide on‑pack promotion.
The launch builds on Barefoot’s strong performance in the UK wine market, where it currently holds the No.1 position in Pinot Grigio, Merlot and Sweet Rosé, and ranks as the fourth largest wine brand overall.
The refreshed labels place Barefoot’s iconic footprint front and centre, brought to life through a more contemporary, colourful design that delivers stronger shelf impact and instant brand recognition. The addition of taste descriptors on the front labels will enable shoppers to quickly navigate the wine fixture and make confident purchase decisions.
Running alongside the packaging refresh and timed to coincide with the sunnier selling season, Barefoot is giving shoppers the chance to win a pair of designer sunglasses with an on‑pack competition in major grocery retailers across the UK.
The campaign has been designed to attract new consumes, encourage repeat purchase and infuse excitement to the aisle. Shoppers can enter via unique codes found on neck tags, featured across Pinot Grigio, Sauvignon Blanc, Malbec and Merlot.