Barefoot, the #1 U.S. wine brand in the UK, has continued its momentum in 2024, showing a value growth of +4.3 per cent compared to the overall wine category’s +0.2 per cent, with an even stronger previous three months, where growth reached +6.6 per cent against a category decline of -1.1 per cent.
The continued success of the established varietals and the introduction of the new Barefoot Zinfandel in the late summer, coupled with Barefoot’s distinctive branding, have helped fuel this success.
The UK’s four most popular wines…
Barefoot holds the #1 spot for Merlot, Pinot Grigio, White Zinfandel and Pink Moscato, cementing its place as a trusted choice among consumers.
Approachable and adaptable, Barefoot Merlot is a go-to for any occasion. It offers flavours of blackberry, raspberry and chocolate, pairing perfectly with meat dishes and cheese
Crisp and refreshing, Barefoot Pinot Grigio is a dry and light-bodied white wine, with flavours of tart green apple and notes of citrus and peach. The perfect sip to pair with spicy pasta, a Thai green curry or a bowl of mussels.
Barefoot White Zinfandel is fun, refreshing and a definite crowd-pleaser. It’s bursting with tropical aromas of pineapple and strawberries. This fruity wine pairs well with chicken and seafood.
The Barefoot Pink Moscato is a juicy and refreshing wine with ripe nectarine aromas and flavours. With layers of raspberry and pomegranate, it’s best enjoyed with spicy Asian cuisine or a fruity dessert.
Smelling of rosés
Barefoot has maintained its position as the UK’s #1 rosé brand, with a year-on-year value growth of +11.7per cent – outpacing the rosé category’s +1.2 per cent increase by +10.5pts. With a portfolio including Barefoot Rosé, White Zinfandel and Pink Moscato, there is a rosé for every taste.
New Barefoot Zinfandel…
Launched in the UK August 2024, Barefoot Zinfandel is the latest edition to the brand’s award-winning portfolio, this fruit-forward red wine offers a bold, layered profile with vibrant notes of black cherry and juicy raspberry. The fourth most planted grape variety in California, Zinfandel is particularly tolerant to increasingly warm summers, promising a hopeful future for the variety.
“Barefoot has experienced exceptional success since we launched it in the UK in 2009 to become the UK’s most popular US wine brand. Its unique and approachable fruit-forward styles, combined with eye-catching and familiar branding, resonate with a broad range of consumers – whether it’s new drinkers or loyal fans. We hope to continue this growth over the coming year,” says Mark Stammers, Senior Sales Director EMEA at Gallo.
Foster’s, Australia’s most iconic brew, has announced an exciting new sponsorship deal with the Professional Darts Corporation (PDC).
The fun kicks off with the World Darts Championship, which begins on December 15 at London’s iconic Alexandra Palace.
This bonza partnership is set to bring even more buzz to one of the fastest-growing sports in the UK, while giving darts fans a real taste of Aussie spirit. The partnership makes Foster’s, part of the HEINEKEN UK portfolio, the official beer partner of the PDC. Putting it front and centre at massive events like the legendary World Darts Championship and the Premier League Darts series.
With both brands built on, passion, camaraderie and unforgettable moments, it’s a match made in heaven. Over the next few years, Foster’s will be making its mark with unmissable event branding, epic fan experiences, and plenty of cold ones to keep the good times rolling, whether fans are at the venue, down the pub, or tuning in from home.
Rajeev Sathyesh, Marketing Director, HEINEKEN UK commented: “We’re thrilled to be partnering with the PDC to bring some of that Aussie spirit to such an iconic sport. Darts is all about sociable, high-energy fun – which is a perfect match for Foster’s. We can’t wait to bring a slice of Aussie good times to darts fans around the world!”
Eddie Hearn, Chairman of the PDC, reckons this is a bullseye partnership too: “This is a cracking partnership for the PDC. Foster’s is a household name that’s all about bringing people together, and that’s exactly what we do with darts. With their support, we’ll be taking the sport to a whole new level and giving fans even more to cheer about. It’s time to raise a glass and get ready for some unmissable action!”
What Fans Can Expect Foster’s will be bringing Aussie vibes to PDC events with pop-up fan experiences giveaways, and plenty of ice-cold lager. From VIP darts experiences to limited-edition merch, fans will have the chance to get their hands on some top prizes whether in store or down the pub.
Whether it’s the Foster’s logo shining bright or a cheeky nod to Australia, fans can expect a little extra flair during their favourite tournaments.
Leading hard seltzer brand White Claw has launched what could potentially be the world’s smallest house party pop-up.
The mini house structure, measuring just three metres tall, two metres wide, and two metres deep, is coming to London, Manchester and Liverpool through November and December.
The campaign follows new research by the brand which revealed that new-age partying is all about connecting with others, socialising and smaller, more intimate settings.
A third (35%) consider a house party to be their preferred way of socialising with friends, while a third see them as an attractive prospect due to the cost-of-living crisis. It also emerged 48 per cent prefer more intimate surroundings.
The poll of 2,000 UK adults aged 18 to 45, conducted by OnePoll, unveiled that our newfound love of house parties is down to them feeling ‘cosy and safe’ (58%), the ease of having meaningful conversations (58%), and their affordability (52%).
Plus, nearly half (47%) love knowing most, if not all, of the guests, and no one’s complaining about skipping the drink lines (43%)!
The average adult has hosted two house parties in the last 12 months and has attended three at others’ houses, and half of those polled would like to attend more than they currently do.
However, four in 10 Brits are put off hosting their own house party due to the clean up afterwards, while others are deterred by potential damages (25%) and neighbours complaining about noise (23%).
23 per cent said hosting a house party is too stressful and time consuming, and 21 per cent went as far as to say they feel the social pressure of hosting a party outweighs the fun of it.
The White Claw pop-up looks to deliver the nation exactly what they want: intimate house parties with no strings attached.
The space squeezes just 6 people and is kitted out with a button to kickstart a mini-disco, photobooth, mock fireplace, leather armchair and homely décor, creating the ultimate mini house party hotspot.
Sarah, 26, of Croydon, who got to experience the set-up, said: "I love going to house parties but hate hosting them, they can be such a faff and I’m always worried about my neighbours.
“It was so great when this party turned out to be something completely different. I could actually talk to people and get to know them, without shouting over loud music.
“It felt like so much more of a community, like everyone was there to connect. Honestly it was such a refreshing experience!”
The nation’s shifting attitudes brings with it a new era of house-party rules, as revealed by the OnePoll survey. The modern rules that should be followed including not entering bedrooms without permission (40%), not bringing uninvited guests (38%) and not pinching other people’s drinks (31%).
Other essential etiquette tips were to bring your own alcohol (32%), dress for comfort, not for show (29%) and help to tidy up before you leave (27%).
Michael Dean, spokesperson for White Claw, added: “We always knew we’re a nation of house party lovers, but it’s interesting to see that Brits are now really interested in making connections with others when partying.
“While it’s fun to attend a house party, we know they can be stressful to host if people don’t follow all the rules.
“After bringing Brits the coolest party-stop corner shop last year, the Claw-ner Shop, this year we’re answering the nation’s prayers and offering another once-in-a-lifetime experience: the World’s Smallest House Party. From your hard seltzer or vodka, right down to your party location, we’ve got your night covered.”
AB InBev, the world’s leading brewer, has extended its nearly 40-year partnership with FIFA to include the FIFA Club World Cup 2025 taking place in the US from 15 June to 13 July.
AB InBev is also a sponsor of FIFA World Cup 2026, which will be jointly hosted by 16 cities across Canada, Mexico and the US.
The brewer said the expanded partnership reinforces its megabrand and mega platform strategy by connecting beer with global events that consumers love. Megabrands Budweiser and Michelob ULTRA will lead the partnership complemented with local brands in select markets.
“AB InBev has been an iconic sponsor of our events for almost 40 years, and today we are excited to see them come on board as a partner of the new FIFA Club World Cup.” FIFA president Gianni Infantino said.
“We are embarking on a journey that will redefine club football and create a new global tournament. With AB InBev’s brands, we are creating unforgettable moments for football fans around the world.”
Michel Doukeris, AB InBev chief executive, said: “This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans around the world, creating more moments of celebration and cheers. We look forward to activating this first-of-its-kind tournament next summer in partnership with FIFA.”
The upcoming FIFA Club World Cup 2025 will gather 32 of the world’s best football clubs for a month-long celebration across 11 US host cities. As part of the multi-faceted agreement, AB InBev will create unique brand experiences across participating countries, and deliver the ‘Player of the Match Award’.
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Smirnoff announces new global partnership with Troye Sivan
Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.
One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.
Amidst this busy schedule, Sivan will now step into his tongue-in-cheek CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. The campaign is a call to arms to ditch to-do lists and dive into some fun - getting together, going out and going OFF. As the next stage of the brand’s wider WE DO WE campaign, it aims to create a more connected, open and exhilarating world.
“We are so excited to partner with Troye - as someone who radiates joy and shares our ‘WE DO WE’ spirit he is the ultimate vibe shifter for his fans all around the world,” Stephanie Jacoby, SVP Global Vodkas at Diageo, said.
“We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new Chief Vibes OFFicer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come!”
The partnership launched this week across socials, after a series of teaser drops, with a video showing Sivan taking part in a tongue-in-cheek press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.
In true Smirnoff style, a collective of global creatives was brought together to craft the latest Go OFF work and bring a pop-world spin to the vibrant Smirnoff brand world.
Sivan said: “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends. I see the brand all around the world, and whenever I do, it feels like something I want to be part of. "Go OFF” is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour where he will share the Go OFF vibes with fans at exclusive after parties in both Sydney and Melbourne.
The global partnership will show up across social, OOH, digital, in-store and through event activations in over 20 countries including the UK, Brazil, Australia and India over the coming months and forms part of Diageo's wider focus on embedding their brands at the heart of key cultural moments for consumers - from music and fashion to sports, food and more.
To celebrate the launch of Captain Morgan Original Spiced Gold and Pepsi MAX, coming together to create a delicious new RTD beverage, Captain Morgan GB is rolling out a convenience-first support plan in the impulse channel.
Shoppers are not willing to compromise on quality with RTDs and are seeking premium alcohol serves. To help retailers capitalise on the booming RTD category, which is currently in 25 per cent growth in Great Britain , the brand kicked off with a teaser campaign, gifting retailers up and down the country with an exclusive first look and taste of this iconic duo. To drum up further excitement, retailers were offered an array of bespoke POS suites alongside gifted stock to deliver stand-out instore activations and create a buzz on social media. These retailers will be entered into a prize draw, where the retailer that shares the best imagery across socials will have a chance to win six months’ worth of stock.
Running in tandem with the convenience channel activations, a successful consumer launch event "The Mixer" took place at Kachette in Shoreditch, a convenience store frontage, concealed the entrance to an exclusive party venue. Supporting their convenience-first strategy, Captain Morgan GB adopted a guerilla style approach to London-based retailers offering talent line-up posters promoting the event, and a pair of tickets to giveaway to their customers - helping to drive in-store engagement. Retailers and industry influencers then mixed alongside with DJs, Love Island stars and social media influencers to celebrate the launch.
“It’s great that Captain Morgan have recognised that as retailers, we are perfectly placed to deliver a great launch through our convenience stores," said Atul Sodha, owner of Londis Harefield. "The support structure and The Mixer showcased the product – and with so many influencers in the room, it makes the launch relevant for the consumer too, as they can associate with the celebrities. In turn this helps us to be relevant when the product is on shelf. Having the chance to meet the Captain Morgan team also gave us a real insight into how the team is working closely with convenience retailers to make a splash with this launch.”
David Mills, Commercial Sales Manager, Diageo comments, “Engaging with convenience and impulse retailers across the country is part of our long-term strategy here at Diageo, as we recognise the importance of the channel in driving distribution and launching innovation. RTDs perform particularly well in this channel as they’re easy to consume on-the-go so it made perfect sense for us to develop a bespoke activation plan to support the activity.
The initial launch of Captain Morgan Original Spiced Gold mixed with Pepsi MAX has created a real buzz within the industry and we’re excited about the potential of this fantastic new addition to our RTD portfolio.”
To bring some spice to your store with Captain Morgan Original Spiced Gold mixed with Pepsi MAX register for Diageo ONE to access marketing advice and bespoke POS solutions.
Captain Morgan Original Spiced Gold and Pepsi MAX is available across all major retailers and wholesalers, in 330ml cans, 250ml slimline cans, and multipacks of 6 x 250ml can. The launch is being supported by OOH, BVOD, digital, social and disruptive sampling.