Barefoot Wine broke through a saturated and traditional market by focusing on approachability, accessibility, and fun.
At the time, the wine industry was dominated by European brands that carried a reputation for being high-end, elitist, and intimidating to the average consumer.
Michael Houlihan and Bonnie Harvey took a bold approach, crafting a brand that embodied casual enjoyment rather than formality—a “Tuesday night wine,” as Michael describes it.
Their branding choices were revolutionary. The name Barefoot itself conveyed simplicity and fun, while the footprint logo—designed to be visible from four feet away—made the wine stand out on crowded supermarket shelves. The messaging was clear: this was wine anyone could enjoy, anytime.
Yet, it wasn’t just about branding. Barefoot’s marketing strategy relied heavily on grassroots efforts. Without the resources for a large advertising budget, Michael and Bonnie found innovative ways to connect with their audience.
They partnered with community events and non-profit organizations, offering wine donations in exchange for exposure. This approach created authentic relationships with customers, giving them a social reason to buy Barefoot—supporting a brand that helped their community.
Michael and Bonnie were also ahead of their time in understanding the importance of customer advocacy. By aligning Barefoot with values that resonated with consumers, they turned buyers into brand ambassadors.
In a sense, they were pioneers of influencer marketing before it became a buzzword. This strategy not only grew their market presence but also cemented their reputation as a relatable and trustworthy brand.
Michael Houlihan’s Philosophy on Entrepreneurship
Michael’s entrepreneurial journey is rooted in pragmatism and community-focused value creation. One of his key beliefs is that many entrepreneurs underestimate the complexity of sales and distribution.
“Even if you were selling bars of gold for $3.99, you’d still need to merchandise them,” he said on my podcast. The lesson? Even the best ideas need strong execution to succeed.
In Michael’s eyes, entrepreneurship is not just about developing a product—it’s about building relationships and creating alignment between your brand and your audience. He advocates for looking beyond transactional relationships and instead focusing on long-term partnerships that foster trust and loyalty.
Another pillar of Michael’s philosophy is adaptability. Barefoot Wine’s success came from listening to market feedback and pivoting as necessary. Early in their journey, they struggled to gain supermarket shelf space because buyers believed the brand lacked advertising support.
By turning to community events and leveraging word-of-mouth marketing, they found an alternative route to consumer trust and visibility. This willingness to experiment and evolve was crucial to Barefoot’s growth.
Life After Barefoot: Scaling, Storytelling, and Beyond
When Michael and Bonnie sold Barefoot to E. & J. Gallo Winery in 2005, it marked the end of one chapter and the beginning of another.
Selling the brand to a company with the resources to scale it globally was both a relief and a validation of their work. Gallo not only maintained Barefoot’s approachable identity but expanded its reach, making it one of the most recognized wine brands in the world.
For Michael and Bonnie, the sale provided an opportunity to reflect on their journey and share their insights with others. They transitioned into thought leadership, consulting, and public speaking, helping entrepreneurs navigate the challenges of brand-building and scaling.
Their acclaimed book, The Barefoot Spirit, tells the story of Barefoot’s rise as a business adventure narrative. Rather than a prescriptive guide, the book uses storytelling to engage and inspire readers.
Recognizing the rise of audio content, they didn’t stop at traditional publishing. They launched Business Audio Theater, transforming The Barefoot Spirit into an immersive audio experience. Complete with professional actors, sound effects, and music, this project brought their entrepreneurial lessons to life in a unique format. It also demonstrated their belief that stories—not lectures—are the most effective way to teach and inspire.
A New Mission: Addressing Climate Change Through Entrepreneurship
Today, Michael and Bonnie remain passionate about solving real-world problems through innovation. They’ve turned their focus to climate change, identifying opportunities for entrepreneurs to create products and services that address the growing challenges of natural disasters.
From fireproofing homes to flood prevention solutions, they see a tremendous need—and opportunity—for businesses to step in where government and insurance fall short.
This focus aligns with their belief that entrepreneurship is fundamentally about solving problems. As Michael explains, successful businesses emerge when they address genuine pain points in people’s lives. Climate change, he argues, is one of the most pressing challenges of our time, offering a wealth of opportunities for motivated entrepreneurs.
Lessons from Barefoot’s Journey
The story of Barefoot Wine is more than a tale of business success—it’s a roadmap for entrepreneurs looking to build brands that resonate and endure. Here are some key takeaways from Michael and Bonnie’s journey:
- Start with a Clear Brand Identity: Barefoot’s casual, fun, and approachable identity set it apart from competitors and made it relatable to everyday consumers.
- Focus on Community: By aligning their brand with causes that mattered to their audience, they built trust and fostered advocacy.
- Adapt to Challenges: When traditional advertising wasn’t an option, they found creative ways to connect with customers through grassroots marketing and partnerships.
- Think Beyond the Transaction: Building genuine relationships with customers and partners creates loyalty that goes beyond a single purchase.
- Embrace Storytelling: Whether through a book, a podcast, or live events, telling your brand’s story helps people connect with its mission on a deeper level.
