Barefoot Wine launches TV ad campaign

E&J Gallo’s Barefoot brand 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 per cent in the past 12 months, Barefoot White Zinfandel, the top-selling White Zinfandel and the biggest contributor to growth within the rosé category, and Barefoot Merlot, the UK’s #1 Merlot, which has grown by 33 per cent in the past year, 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 choice for those who enjoy wine with friends and family, in a 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.

“This is an exciting step for Barefoot which has gone from strength to strength since it
launched in the UK in 2009,” commented 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.”

The Barefoot brand has experienced incredible growth over the past 12 months, with volume sales up by +38 per cent, bringing in an additional £84.6M to the wine category in 2020.