E&J Gallo is targeting younger drinkers with a new red wine under its Barefoot label.
Available now from Tesco, Barefoot Shiraz Cabernet has an rsp of £6.99/75cl and promises flavours of “jammy blackberry and toasty vanilla”.
The NPD aims to build on the off-trade success of the brand’s red wine range, which grew 46% in 2016, [Nielsen 52 w/e 31 December 2016] and is being supported by its #BareYourSole campaign, which kicked off last month.
Barefoot was going “from strength to strength and has developed a track record of outperforming the category across key grape varietals, driving growth while selling at a higher than average price point,” said Olga Senkina, the brand’s wine & bubbly marketing director.
“Barefoot Shiraz Cabernet is an exciting new addition for us and we are confident we can add value to this large varietal category while also making it more appealing to a younger consumer,” she added.