Jerry Bellune July 16, 2013

They created a non-stuffy wine called “Barefoot.”
They designed a colorful, plain-English label.
They sold wine like beer and soda — as a fun drink.
You didn’t need to speak French to enjoy their wine.
Their slogan “Get Barefoot and have a great time!”
No fancy vintage and other claims.
Barefoot’s taste was consistent year to year.
But the start-up years were frustrating.

Distributors didn’t like the barefoot on their label.
Store managers complained their price was too high.
At lower prices, Barefoot was called “cheap wine.”
Small buyers wouldn’t stock “unestablished wines.”
Then they turned them down for being too big.
They dealt with regulations, licensing and cash flow.
Banks turned them down for loans.
The reason: They were self-employed.

They didn’t lose faith in what they were doing.
It took 10 years to make Barefoot profitable.
After almost 20 years, they cashed out.
E.J. Gallo bought their Barefoot name and label.
The sale for an undisclosed price was “satisfyingly.”

Now they live two miles from where they started.
They coach others in marketing and business.
They have written a book about their experience.
“The Barefoot Spirit” is their rags-to-riches story.
They tell how hardship, hustle and heart paid off.
Their paperback has become an Amazon best-seller.
Their national tour will go to college campuses.
Business profs use their book as a case study.

Three lessons from their story:
1. Dare to be different in whatever you do.
2. Believe in the value of what you have to offer.
3. Never give up. Never give up. Never ever give up.

Next: A teenage success story.