Barefoot Wines Creates Parody Music Group, the Slay Team—Barefoot with MWWPR

Barefoot Wine, a wine brand, promoted its spritzer products to millennials in the US by launching an original song and music video featuring celebrities.

Situation

Barefoot Wine, the #1 wine sold in America and leader in sales in traditional wine bottles, introduced a spritzer can in 2017 to disappointing sales. It entered the spritzer business to follow a growing industry trend - 37% of Spritzer consumers are new to wine or switching to this sector called Flavored Alcoholic Beverage (FAB). The FAB category is the fastest growing category within the $234B alcohol space, with 79% of FAB consumption coming from young females according to the Wine Varietal Scorecard, Kaleidoscope.

Barefoot's spritzer product was lower in calories and sugar than the competition, and 75% of...

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