Barefoot launches in a can format

Barefoot has launched its most popular white and rose varietals in a can format.

Barefoot Pinot Grigio and White Zinfandel are now available in a 25cl slimline can format in Tesco stores. They will be stocked in Morrisons from July 1, priced at £2.50 per can.

The launch will be supported by a social media campaign that highlights the benefit of this format. POS material for retailers is also available, with the message “Your favourite Barefoot, now in a can!”

Mark Stammers, sales director for UK and Ireland for E&J Gallo Winery, said: “We know that consumers are leaving the wine category during certain drinking occasions such as house parties, picnics and BBQs because few easy alternatives for ideal packaging exist in wine. Barefoot cans will provide the perfect solution as they are convenient, widely recyclable, easy to chill and open, removing the need for a glass.

“What’s more, the cans can’t smash which is another great benefit when it comes to consumers packing their picnic bags or festival kits, ready to have a great time with friends doing their bit to help the environment.”

Barefoot recommends retailers merchandise the cans in the chilled sections of stores alongside other 25cl ready-to-drink options such as gin & tonic cans and other single serve wine options. If a secondary placement is an option it suggests merchandising the cans alongside the 75cl Barefoot range as well, supported by POS.

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