Barefoot Helps Consumers Celebrate Pride with Barefoot Bestie Labels

Jun. 20, 2019


Normally, Pride Month is all about transcending labels, but our friends at Barefoot have found a way to celebrate Pride, and raise money for AIDS, thanks to labels.

Wine labels, that is.

This year, Barefoot is bringing back their popular Barefoot Bestie Labels program, which allows consumers to go online and order customizable wine labels for bottles of Barefoot. These labels are the perfect complement for Barefoot’s beloved wine, and a great way for businesses to encourage more bottle sales during Pride. And, of course, a significant portion of the cost of each label will go directly to Broadway Cares/Equity Fights AIDS, one of the oldest and most respected anti-AIDS organizations operating today.

How does it work?

It’s really quite simple for both businesses and consumers.

Step One: Consumers buy a bottle of Barefoot Moscato, Rosé or Merlot at your store

Step Two: Consumers go online to and design their label

Step Three: Consumers receive their label in the mail

Step Four: Broadway Cares/Equity Fights AIDS gets $1 for each label ordered

Consumers can customize their labels with text, names, greetings, or even favorite quotes. The label is also adorned with a rainbow color scheme, in addition to Barefoot’s iconic foot logo. It’s a great way to foster a fun, deeper connection between consumers and Barefoot while also raising money to fight AIDS.

Where did this come from?

Barefoot is not a new face in the LGBTQ community, having made its first donation to a LGBTQ organization in 1988. Their "Barefoot Bestie Labels" program is comparatively quite new, having launched in 2018. In that first year, the program benefitted Outfest, the leading organization in promoting equality by creating, sharing, and protecting LGBTQ stories on the screen, according to a statement from the company. Last year, the program was so popular that Barefoot quickly ran out of labels, which is something the company expects to happen again. So, consumers are encouraged to order their own labels as soon as possible so they can take part in this incredible program.

"At Barefoot, we have always strived to make wine for everyone — no matter who you are or who you love — because we believe that wine is better when we enjoy it together," said Anna Bell, Vice President of Marketing at Barefoot. "For over 30 years, we have been committed to being an ally to the LGBTQ community. This pride season, we are honored to partner with Broadway Cares to support its many important initiatives that improve and celebrate the lives of all people."

But, is there a hashtag?

Yes, of course there’s a hashtag.

Consumers who take part in this program can get “@” Barefoot on Facebook, Twitter, and Instagram by tagging @BarefootWine and using the hashtag #MarchOnward to show their spirit. You can follow the hashtag, too, and your business can share the results with your customers to encourage them to take part by ordering labels and buying more bottles of Barefoot to decorate.


Barefoot is America's most awarded wine and bubbly brand, a long-standing ally to the LGBTQ community, and a company we are proud to partner with nationwide. Talk to your Breakthru Sales Consultant now about how Barefoot can help your bottom line.

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