Californian wine brand Barefoot has emerged as the UK’s top-selling wine brand in the year to January 2021, posting an impressive 32% increase in volume sales across British grocery stores. This performance far outstripped the overall wine category, which saw 13% growth during the same period, positioning Barefoot a full 19% ahead of the average.

As a result of this surge, Barefoot was also a leading contributor to value growth in the wine category, adding £76 million to the sector. The brand credits its success to the popularity of its core range as well as the introduction of two new offerings: Barefoot Jammy Red and Barefoot Buttery Chardonnay.

According to consumer insights from Wine Intelligence, Barefoot’s visibility continues to rise, with brand recognition now reaching 56% of UK consumers—a testament to its widespread appeal and strong retail presence.

New releases boost momentum

A key driver of Barefoot’s performance was the launch of Barefoot Jammy Red, introduced in the summer of 2020. This red blend—featuring Pinot Noir, Zinfandel, and Teroldego—quickly gained popularity and became the second fastest-selling new wine in the UK grocery market for 2020. With sales of £3.7 million, it secured a 2.1% share of revenue in the segment, marking it as a “must-stock” item for retailers, particularly during the BBQ season.

Another newcomer, Barefoot Buttery Chardonnay, helped round out the brand’s offering, appealing to consumers seeking bold, smooth white wines with a rich profile. These strategic additions played a central role in keeping Barefoot’s portfolio fresh and in line with evolving consumer preferences.

Category leaders across multiple styles

While innovation played a role, Barefoot’s core range also delivered notable gains. Barefoot Pinot Grigio saw a 29% increase in sales, building on an already strong base with an 18% improvement over the previous year’s growth. The brand’s Merlot also performed exceptionally well, experiencing a 33% increase in sales.

In the rosé category, Barefoot White Zinfandel continued to dominate. It became the top contributor to growth in pink wine, rising 33% in value and adding more than £21 million to the category over the year. Riding the wave of the ongoing rosé trend, it solidified Barefoot’s place as a staple for fans of light, fruity wines.

Barefoot Bubbly Pink Moscato, the brand’s sparkling rosé, also fared well. It saw value sales grow by 15% and volume sales jump by 38%, reflecting growing interest in sweeter, sparkling options suitable for casual celebrations and gifting occasions.

Continued innovation and momentum expected

Looking ahead, Barefoot has hinted at “lots of exciting developments in the pipeline” for 2021. While details remain under wraps, the brand appears well positioned to build on its recent momentum. With a growing base of loyal customers and a proven ability to respond to market trends, Barefoot’s strategy of pairing accessibility with variety is clearly resonating.

Barefoot’s success highlights the importance of both innovation and consistency in today’s competitive wine landscape. By staying ahead of consumer demand while reinforcing its popular staples, the brand has carved out a dominant position in UK retail—proving that California wine continues to strike a chord with British shoppers.