Sommeliers Choice Awards 2023 Winners

How the World's Top Selling Wine Brand Disrupted the US Market, Michael Houlihan and Bonnie Harvey

We recently sat down with Michael and Bonnie to discuss the strategies they employed to grow the Barefoot brand into a national icon.

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Michael and Bonnie founded Barefoot in 1986 and it quickly became known as a 'disruptive' label. Against traditional stogy and exclusive wine marketing customs, Barefoot was an award winning, non-vintage brand targeted at the female USA consumer with a simple, easy-to-understand label that was bursting with color and fun. Buyers were hesitant to put in what they were offering.

The industry was very resistant, but Michael and Bonnie were relentless in their pursuit and fulfilled their dream. Here are some of the questions we asked.

Would you say you disrupted the existing market when Barefoot was launched?

What are your top 5 tips for owners ready to take their brands to the USA market?

Biggest challenges faced and how did you overcome them.

Get insights on strategies they applied to grow the Barefoot Wine Brand.

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