Barefoot Wine: Bonnie Harvey and Michael Houlihan

In this episode of 'How I Built This,' Michael Houlihan and Bonnie Harvey recount how they entered the wine industry without prior knowledge of winemaking. They recognized the need to market wine to everyday consumers, particularly beer drinkers, and aimed to create a product that was consistent and approachable. After several setbacks, including resistance from retailers who didn’t recognize the brand, they shifted their marketing strategies by utilizing humor and appealing to the sensibilities of their potential buyers.

Through grassroots marketing efforts and community engagement, they were able to grow Barefoot into a recognizable brand. They faced challenges managing stock and distribution but were aided by businesses like Trader Joe’s which helped bolster their visibility. Eventually, after scaling their efforts and achieving significant success, they sold the brand to Gallo, who rapidly expanded its footprint in the market, further underscoring the importance of smart distribution.

Throughout the episode, the founders discuss their reliance on luck intertwined with hard work, the advantages of being outsiders in the wine industry, and how they subverted traditional wine marketing tactics. They emphasize the importance of understanding consumer needs over adhering to industry norms, ultimately leading to Barefoot's success. They close with reflections on their journey, their eventual exit from the company, and how they crafted a legacy now further propelled by Gallo's resources.