Develop a package that sparks excitement and invites consumers to take it along with them on their adventures. Barefoot believes it’s not about what you’re doing, but rather, who you’re with because life is more fun when we’re together. Tetra’s grab & go format makes it easy to have wine as a part of the spontaneous and fun moments that allow you to reconnect with others and the world around you. If you’ve got an adventure in mind (big or small) and a friend to share it with, just BYOB (Bring Your Own Barefoot) and go! The memories will make themselves.
Being that we were introducing Barefoot into a relatively new format within the wine category, the project was both challenging but extremely fun. For design inspiration, we looked to usage occasions that require easy, portable, and to-go options. The unique illustrations and quips created for each varietal helped to express the ease and flexibility of usage in a way that would allow consumers to connect with Barefoot’s fun, approachable aesthetic.
Wine to Go was so successful at breaking through that it became the #2 New Item launch by dollar sales in 2019 and the #1 small format new item earning +69% more than the next largest new small format launch. Wine to Go Pinot Grigio and Chardonnay are the #1 and #2 new small format launches in 2019. We finished the year with a 5.8% share of the category, not having a single month of share loss.