Founders Michael Houlihan and Bonnie Harvey didn’t set out with the intention of creating the world’s largest wine brand. At the time of Barefoot Wine’s founding in 1985, they both lacked the money and the industry knowledge necessary to launch a brand of any kind. Instead, they relied on innovative, entrepreneurial tactics that would later prove to be more than successful.

Their unconventional approach to brand building led them to disrupt the wine category with a unique perspective on retail; leverage an alternative to commercial advertising; and forge partnerships with 25,000 retail stores across 50 states and 28 countries.

Read on to discover the story of Barefoot from its founders — the things they wish they knew then; how they approached hiring; and why they believe that a brand’s reputation is the key to its success.

To read the interview, please visit Force Brands 

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Every week there’s a new story about another successful entrepreneur who has disrupted their industry and made a billion. But that’s not even half the story. The tabloids are quick to pander to your desire to see all things new and reward the game changers. It sells magazines!

The fact is that behind every one of those disrupting game-changers is a story of pushback from the buyers, tons of missionary work, and years of not being taken seriously.

And, why should they take you seriously?

Your ideas have never been tested in the marketplace. No one wants to be the first retailer to take a chance on an unproven idea. Besides, they have their tried and true products that have been regularly producing profits for them. Why should they risk losing their go-to brands, the ones they know, the ones that are already in demand?

To read the complete article, please visit The Business Journals 

Who We Are

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.

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