Develop packaging for NEW Barefoot on Tap (3L Box) that will appeal to traditionalist consumers by leveraging Barefoot’s credibility and brand equities to communicate quality. Barefoot brings a friendly, laid-back and light-hearted fun to a category that plays it safe.
Each varietal was created utilizing large floods of saturated color with the addition of gradients for added depth and undeniable shelf pop.
Barefoot on Tap successfully broke into a heavily saturated and growing category and by the end of the first year of launch has secured 3rd place behind category leaders Black Box and Bota Box. On Tap was the #1 new item launch in the entire wine category, with On Tap Pinot Grigio, Chardonnay, Moscato and Cabernet being the top four new item dollar growth items in the entire wine category.