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How I Built This with Guy Raz
Barefoot Wine: Bonnie Harvey and Michael Houlihan
Sep 16, 2024
01:15:10
Snipd AI
Bonnie Harvey and Michael Houlihan, the co-founders of Barefoot Wine, turned their limited knowledge of wine into a thriving brand. They discuss their disruptive journey, including their unconventional marketing strategies aimed at attracting beer drinkers. The duo shares stories of overcoming challenges such as debt and rejection from distributors. Their innovative branding targeted women consumers and helped establish a unique identity in the wine market. Ultimately, their hard work led to Barefoot becoming a household name, culminating in its acquisition by E & J Gallo.
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Quick takeaways
- Bonnie Harvey and Michael Houlihan leveraged their consulting background to disrupt the wine industry with a casual, approachable branding strategy.
- The founders of Barefoot Wine focused on engaging with retailers and building community recognition through grassroots marketing and fundraising events.
Deep dives
The Beginnings of Barefoot Wine
Michael Houlihan and Bonnie Harvey began their journey in the wine industry with minimal knowledge and experience. They were consultants rather than wine insiders, which allowed them to approach the market with fresh ideas and a unique perspective. Recognizing that traditional wine marketing excluded a broader audience, they aimed to create a brand that appealed to casual drinkers, similar to beer marketing. Their vision was to produce a wine that was consistently tasty and approachable, setting the stage for what would become Barefoot Wine.
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