E&J Gallo Winery is launching Barefoot on Tap, a new bag-in-box range, available in two flavours.
Barefoot Pinot Grigio and White Zinfadel, available now, are designed to appeal to shoppers looking for a wine product in a convenient, eco friendly and slightly larger format.
Building on the bag-in-box category, which has grown by 30% volume and 32% in value in the grocery channel over the past 12 months, Barefoot on Tap comes in bright packaging to help shelf standout, and boasts a lower carbon footprint than glass bottle alternatives.
The launch will be support by an integrated marketing campaign spanning across social media, PR and in-store activations.
Mark Stammers, sales director for UK & Ireland at E&J Gallo Winery, said: “Ready when you are, whether it’s a socially-distanced barbecue or on a cosy night in for two, Barefoot on Tap enables shoppers to enjoy the award-winning wines for up to 30 days, without compromising on taste.
“Over the past 10 years, Barefoot has become one of the most recognisable brands in wine so we hope this new format will appeal to drinkers young and old, and contribute to the increasing success of the bag in box category as a whole.”
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