52
Beverage Media
July 2013
PRODUCT
WATCH
T
he term “brand new” gets hoisted
up media flagpoles with about the
same frequency and impact as the
sun rising in the east. And so, along
comes Barefoot’s brand new “Refresh”—
four takes on the wine spritzer, essentially.
But in the case of this extension, line-
priced at $8, there are several reasons to
believe the hype. First of all, it’s coming
from the marketing minds at E. & J. Gallo.
Also, Barefoot Refresh taps into multiple
trends: blends; lower alcohol; Moscato/
sweet wines. Perhaps most important, this
is no startup—Refresh is hopping onto
shelves next to the already well-distributed
Barefoot wines, and in a catchy bottle that
qualifies as “brand new” in its own right.
We checked in with Stephanie Gallo,
Vice President of Marketing for E. & J.
Gallo Winery, to learn more about the
Barefoot Refresh wines and the research
behind them.
THE BEVERAGE NETWORK:
The
Barefoot line has already 15 still wines
and six bubblies. Can you tell us about
the research that led to the new wines?
STEPHANIE GALLO:
We did extensive
testing with consumers and discovered
that many are switching from wine to
alternative alcohol beverages in order to
satisfy their need for refreshment. We also
discovered that these wine consumers
were creating their own homemade
version of refreshing wine by adding
seltzer to their glasses and enjoying it over
ice. The wines are comprised of lighter-
bodied, approachable varietals, and the
four blends range from drier to sweeter,
but all achieve the refreshing quality and
taste great over ice.
TBN:
At what point did you come up
with the name, and the bottle?
SG:
We felt there was no need to
complicate the name—it says it all in one
simple word. We wanted to differentiate
Refresh on the shelf, so we designed a
bottle that still communicates 100% wine,
but one that is unique as well.
TBN:
Why have you chosen to make
Refresh an extension of Barefoot,
rather than a standalone brand or part
of Turning Leaf, which also has two
wines labeled Refresh?
SG:
Turning Leaf Refresh is still available
and appeals to a different consumer than
theBarefoot consumer.We felt the timewas
right for Gallo to challenge the winemaking
team to create a family of wines that keeps
up with America’s growing thirst for drink
options. Changes in consumer perception
have led to a casualization of wine that has
influenced when, where, and how people
like to drink it. Barefoot Refresh is a new
option for the ever-expanding number of
wine occasions. Think picnic table instead
of dinner table.
TBN:
Can you tell us about the
decision to make the Barefoot Refresh
wines lower in alcohol?
SG:
While the wines are lower in
alcohol than traditional varietals such as
Chardonnay or Cabernet, they are not any
lower in alcohol than emerging types such
as Moscato and in some cases, even
other types such as Rieslings or Pinot
Grigios. Our winemakers took care to
meet a specific wine style for the Barefoot
consumer, and the blends resulted in
wines that contain slightly less alcohol by
volume than traditional types.
TBN:
The screwtop closure is not typi-
cal for a Gallo brand. Why use it here?
SG:
It’s the best choice for this particu-
lar wine to maintain freshness and fizz.
The re-sealable cap helps maintain the
carbonation after opening—just keep it
in the fridge.
n
Barefoot’s Bold &
‘Refreshing’ Next Step
Stephanie Gallo on the Low-Alcohol, Spritzy,
Sweetish Blends that Aim to Put Wine ‘On The Rocks’
BY W. R. TISH
TYPE
GRAPE
DATA
CRISP WHITE
SWEET WHITE
PERFECTLY PINK
SUMMER RED
Chenin Blanc,
Riesling
Moscato,
Pinot Grigio
Grenache,
Chenin Blanc, Moscato
Pinot Noir, Moscato
9.0% ABV, 3.3% RS
9.0% ABV, 5.6% RS
9.0% ABV, 7.5% RS
9.0% ABV, 6.7% RS
BAREFOOT REFRESH
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