Die Barefoot-Roadshow


Welcome to California!

The objective

Barefoot wine tastes like sun, beach, California and lots of fun in your glass! Until now the high quality wine only had a small fan base. But it is growing steadily. For STEIN that meant: Raising brand awareness, clearance and retailer commitment and spread the California lifestyle with a roadshow across Germany. A task that is right up our alley!

The solution

To reach the unconventional wine’s lifestyle-conscious, young but also price-conscious target group, STEIN designed and built a modular promotions area.
In true Barefoot style our VW Surf-Bulli, sun loungers, beachflags and pop-up tents created eye-catching beach feeling. Attracted by the lightness and warmth of the area, shoppers got a multisensory tasting experience: every wine was accompanied by a video that was streamed via video glasses while the mood of each video perfectly captured the taste of the wine.
The positive atmosphere that the promotion created was then used to boost sales.


More than 50 food retailers in five metropolitan areas were visited in a total of 87 days. More than 20.000 tastings, 50.000 product contacts and more than 15.000 sold bottles of wine during the event. Inspired retailers picked up more than 50.000 bottles.

With a sales uplift of 35% in comparison to “regular” days the roadshow can sit back and enjoy its success.


Contact Person

Andreas Schulz

Managing Director

040/39 191-145