Californian wine brand Barefoot will target 100,000 UK consumers in a summer marketing campaign called Barefoot Refresh Summer Cool Down.
The Gallo-owned brand will head to parks and city centres across the country and shoot branded T-shirts out of canons at sunbathers.
They will then be encouraged to take part in “a series of fun activities to generate excitement and buzz” and then sample the new Barefoot Refresh range.
The three varietals – Crisp White, Crisp Red and Perfectly Pink, all priced at £6.99 and with an abv of 9% or 10% – will be available from chillers on branded Barefoot Refresh trikes.
The main event will be the Barefoot Refresh Summer Cool Down Party, a free gathering that will take place at Dalston Roof Park in east London on July 26.
Marketing director Olga Senkina said: “By targeting consumers in slightly different scenarios, like when they are relaxing with friends in the park, we will be expanding wine-drinking occasions whilst Refreshing the nation. Our new Barefoot Refresh wines provide a great alternative to beers, ciders and other traditional summer drinks on hot summer days.”
Last year Barefoot, the world’s number one wine brand, moved up to number 13 in the UK trade after growing volume sales by 40% (Nielsen, year to December 2014).
Bill Roberts, Gallo’s general manager for Europe, said: “We exceeded 1 million cases, and that’s at 54p higher than the average price for a bottle of wine,” he said.
It has now broken into the top 10 and Nielsen said it is the fastest growing of all the brands in the UK top 10 (year to March 2015).