When we built the Barefoot Wine brand, we lived and died on the latest Nielsen ratings. So if you are in the packaged goods space, you want to pay careful attention to the latest Nielsen report “How and Why Sustainability is Gaining Momentum with Customers.”
For the purposes of this report, Nielsen chose to study purchases of three of the most common fast-moving consumer goods, coffee, chocolate and bath products, because of their differences from each other. What they found was that products with sustainability claims generally outperformed the growth rate of total products in their respective categories.
For instance, based on sales for the 52-week period ending 3/24/2018, the weighted average of all three categories showed 3 percent more growth for sustainable products. Sustainable coffee 11 percent more, sustainable chocolate 2 percent more and sustainable bath products 13 percent more than the total of their respective categories.
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.
Learn how Michael Houlihan and I built an incredible business and made a lasting impact… Read More
Women’s representation in senior leadership dropped to 18.3% in 2024, down from 18.7% in 2023.… Read More
“OUTSTANDING speech! Better yet, PERFECT. What an incredible way to end this conference.” -Robert Reiss,… Read More
We often hear, “Follow your passion” as the universal prescription for happiness and success. But… Read More
When you brand single-use containers, you are signing your own garbage. These “brand impressions” last… Read More
How Barefoot Wine Mastered Brand Positioning and Customer Research to Capture a Market Gap //… Read More