The Californian wine brand Barefoot Wine of vintners E.&J. Gallo was initially launched in fall 2009 exclusively to the Berlin gastronomy scene. Since 2011, the trendy brand has also become available throughout Germany in shops and gastronomy. The brand relies on the personal recommendation of fans known as “barefooters,” supports numerous charity organizations and is actively involved in environmental protection.
public link, the Berlin based GlobalCom PR Agency, handled the market launch of Barefoot Wine right from the start and still remains involved, providing the media office. The agency directed all communications activities in Germany, towards both trade and consumers.
Comprehensive PR and marketing measures were taken to support the introduction of new products. Additionally, there were media co-operations, product tests, road shows, and product placements at events.
The involvement of Barefoot Wine for a cleaner environment, with partners such as the Surfrider Foundation and Nature Fund, was an important aspect of communications.