E&J Gallo is aiming to tap the growing consumer demand for single-serve wine SKUs with the first 187ml bottles for its fast-growing Barefoot brand.
The range, available now, comprises three of the brand’s most popular varieties: pinot grigio, merlot and pink moscato (rsp: £1.79). Both the pinot grigio and pink moscato are the number one selling wines in their varietal categories [Nielsen 52 w/e 20 June 2015]. Sales of the 187ml format, meanwhile, are up 14% across the category.
“We are delighted to be launching the ‘toes’ to add to the Barefoot wine family,” said marketing director Olga Senkina. “Single-serve formats are a rapidly growing category within the UK market and we feel confident the new 187ml range will enable consumers to mix and match their favourite varietals, whatever the occasion.”
Barefoot is the largest bottled wine brand in the world, thanks to its huge popularity in the US [Euromonitor International 2015]. It is among the UK’s fastest-growing brands, with its sales of £78.0m up 28.7% on the previous year, and up 84.0% on two years ago [IRI 52 w/e 15 July 2015]. This year it entered the top 10 wine brands for the first time, overtaking Lindemans, Mondelli and Wolf Blass in value sales.
In February, Gallo launched Barefoot Refresh (rsp: £6.99), a range of lightly sparkling 9% to 10% abv wines in red, white and rosé, aimed at existing wine drinkers who wanted a more refreshing beverage for occasions such as barbecues and picnics. Gallo said the range had been the biggest wine launch in the US in the past decade.