Barefoot on Tap is Tapping into Consumer Demand

1/10/2019

 

Big news is rarely as big as this: Barefoot wine will soon be available in three-liter boxes. Yes, you read that correctly. One of the biggest names in premium wine is embracing the biggest format in wine sales, and it’s going to be a huge win for off-premise businesses ready to leverage these new boxes into big sales numbers.

According to IRI, the 3L format is big business, with sales of 20 million cases each year, and with growth of 12%, the format is driving overall growth for the industry. In fact, premium box wine made up 40% of the volume in still wine growth last year. These numbers present an incredible opportunity, particularly given the existing popularity and name recognition Barefoot enjoys with wine consumers.

Three liters, three leaders

To capitalize on the popularity of Barefoot, E & J Gallo is initially bringing six of their most beloved varietals to market in the 3L format. The brand’s best-selling varietal, Pinot Grigio, will lead the charge. Also key to this push are the top red and white varietals in the premium box category, Cabernet Sauvignon and Chardonnay, respectively. Per IRI data, Chardonnay saw growth of 22.6% in 2017 dollar sales, while Cabernet Sauvignon experienced growth of 20.4% in dollar sales in 2017. Gallo will also release Moscato, Pinot Noir, and Rosé in the 3L format. 

Barefoot has the goods

But as popular as these Barefoot varietals are with consumers, we know that Barefoot fans are increasingly popular with businesses. According to IRI research, consumers who purchase Barefoot also purchase, on average, $88 of goods, versus the $80 of goods in the baskets of consumers purchasing other top-tier 3L brands. Not only that, but IRI found that Barefoot consumers have a 30% repeat rate, against 26% among consumers of other leading brands in the category.

What’s the bottom line?

The new 3L Barefoot format offers businesses the chance to reach consumers who are driving growth in the wine category with a brand they already know and love. The Barefoot 3L program is a potential huge win for those businesses willing to invest the time and shelf space. 

Talk to your Breakthru Sales Consultant for more information on the format, to place your order, and to make sure your boxes of Barefoot are presented in a way that is irresistible to consumers.

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