Barefoot gears up for summer with boxed wine range

The Barefoot on Tap range is rolling out this month in 1.5-litre packs, available in Pinot Grigio and White Zinfandel variants (£12.50 each).

The packs are designed to “appeal to consumers who are looking for refreshing wines for summer in a convenient, eco-friendly and slightly larger format (each box is the equivalent of two bottles)”.

The launch is supported by a marketing campaign spanning social media and in-store activity.

The brand aims to build on the “success of the bag-in-box category”, which it said has grown 32% over the past 12 months.

Mark Stammers, sales director for at brand owner E&J Gallo Winery, said: “Ready when you are, whether it is at a socially-distanced BBQ or on a cosy night in for two, Barefoot on Tap enables you to enjoy Barefoot’s 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 whole.”