Digest

This episode of "How I Built This" tells the story of Barefoot Wine, a popular brand known for its affordable price, easy-drinking style, and unconventional marketing. The story begins with Michael Hula-Han and Bonnie Harvey's chance meeting at a bar in Santa Rosa, California. They quickly move in together and begin working on a project to collect a debt owed to Bonnie's client, Mark Lyon, a winemaker. They eventually decide to take on Mark Lyon's debt and work with him to create a new wine brand. They realize that the wine market is dominated by snobby, expensive wines and decide to create a more affordable, easy-drinking wine for everyday consumption. Bonnie comes up with the idea for the Barefoot label, featuring a footprint in the sand. They bottle their first batch of wine and approach Don Brown, a buyer for Lucky Supermarkets, who rejects their product due to the unconventional label and lack of advertising. Michael and Bonnie face numerous challenges selling their wine, including pushback from retailers who question their lack of advertising and the unconventional label. They realize that they need to focus on providing value to retailers, such as marketing materials and displays. Barefoot wine gains traction at Trader Joe's, which convinces Don Brown to give the brand a test market in the Bay Area. This leads to Lucky Supermarkets becoming Barefoot's biggest retail partner. Michael and Bonnie create a publicity stunt by poking fun at Chateau Lafitte, a prestigious French winery, by printing T-shirts that say "Barefoot, Chateau Lafitte of California Wine." This leads to a cease and desist letter from the Baron Rothschild, which generates significant media attention and helps to promote the Barefoot brand. Michael and Bonnie realize that they need to achieve a certain volume of sales to attract a buyer. They eventually reach a milestone of selling over half a million cases a year and are approached by Gallo, the largest wine producer in the world. They reflect on their journey and acknowledge the role of both luck and hard work in their success. They believe that preparation and taking action are essential for capitalizing on opportunities. The segment reveals the origin of the iconic foot on the Barefoot Wine label. The founder, Michael, used his own foot to create the imprint, showcasing his playful and unconventional approach to branding.

Outlines

00:00:00

Introduction and Barefoot Wine Story

This segment introduces the podcast "How I Built This" and the story of Barefoot Wine, a popular brand known for its affordable price, easy-drinking style, and unconventional marketing.

00:00:58

The Birth of Barefoot Wine

The story begins with Michael Hula-Han and Bonnie Harvey's chance meeting at a bar in Santa Rosa, California. They quickly move in together and begin working on a project to collect a debt owed to Bonnie's client, Mark Lyon, a winemaker.

00:24:57

Creating a New Wine Brand

Michael and Bonnie decide to take on Mark Lyon's debt and work with him to create a new wine brand. They realize that the wine market is dominated by snobby, expensive wines and decide to create a more affordable, easy-drinking wine for everyday consumption.

00:37:30

The Barefoot Label and Early Challenges

Bonnie comes up with the idea for the Barefoot label, featuring a footprint in the sand. They bottle their first batch of wine and approach Don Brown, a buyer for Lucky Supermarkets, who rejects their product due to the unconventional label and lack of advertising.

00:49:23

Overcoming Retail Resistance

Michael and Bonnie face numerous challenges selling their wine, including pushback from retailers who question their lack of advertising and the unconventional label. They realize that they need to focus on providing value to retailers, such as marketing materials and displays.

00:54:25

Gaining Traction and Don Brown's Acceptance

Barefoot wine gains traction at Trader Joe's, which convinces Don Brown to give the brand a test market in the Bay Area. This leads to Lucky Supermarkets becoming Barefoot's biggest retail partner.

01:01:06

The Chateau Lafitte Publicity Stunt

Michael and Bonnie create a publicity stunt by poking fun at Chateau Lafitte, a prestigious French winery, by printing T-shirts that say "Barefoot, Chateau Lafitte of California Wine." This leads to a cease and desist letter from the Baron Rothschild, which generates significant media attention and helps to promote the Barefoot brand.

01:05:15

The Decision to Sell Barefoot Wine

Michael and Bonnie realize that they need to achieve a certain volume of sales to attract a buyer. They eventually reach a milestone of selling over half a million cases a year and are approached by Gallo, the largest wine producer in the world.

01:12:56

Luck, Hard Work, and Legacy

Michael and Bonnie reflect on their journey and acknowledge the role of both luck and hard work in their success. They believe that preparation and taking action are essential for capitalizing on opportunities.

01:14:26

The Foot on the Barefoot Wine Label

This segment reveals the origin of the iconic foot on the Barefoot Wine label. The founder, Michael, used his own foot to create the imprint, showcasing his playful and unconventional approach to branding.

Keywords

Q&A

• How did Michael Hula-Han and Bonnie Harvey get into the wine business?

  They stumbled into the wine business by trying to collect a debt owed to Bonnie's client, a winemaker named Mark Lyon. This led them to acquire a large quantity of bottled wine and eventually start their own wine brand.

• What was the key insight that led to the success of Barefoot Wine?

  They realized that there was a market for affordable, easy-drinking wines that could be enjoyed on a daily basis. They focused on creating a consistent flavor profile and using unconventional marketing strategies to appeal to a broader audience.

• How did Barefoot Wine disrupt the traditional wine industry?

  They challenged the industry's focus on expensive, snobby wines by offering a more accessible and affordable product. They also used unconventional marketing strategies, such as focusing on fun and everyday consumption, which were more common in the beer industry.

• Why did Michael and Bonnie decide to sell Barefoot Wine to Gallo?

  They realized that they were not equipped to handle the logistics and marketing required to scale the brand to a larger level. They felt that Gallo, with its extensive resources and distribution network, was better positioned to take the brand to the next level.

• What is the legacy of Barefoot Wine?

  Barefoot Wine is now one of the top-selling wine brands in the world, known for its affordability, consistent flavor, and fun-loving image. It has become a legacy brand that has changed the way people think about and consume wine.

• How did the foot on the Barefoot Wine label come to be?

  The founder, Michael, used his own foot to create the imprint, showcasing his playful and unconventional approach to branding.

• What does the foot on the label symbolize?

  The foot represents the brand's fun, approachable, and carefree attitude, encouraging people to enjoy wine without pretense.

Show Notes