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...