“Brands like Barefoot, Ménage à Trois, Cupcake and Apothic have a really clear, concise brand idea conveyed on the label," says Curtis Mann of SymphonyIRI .
As the names suggest, Barefoot and Cupcake wines are presented as easygoing and carefree, but the highest-volume and fastest-growing brands, respectively, are doing some serious business at a time when inexperienced drinkers are flocking to unpretentious wines. “The names are kind of kitschy and instead of having to figure out what the item or flavor is, it’s really more about the brand itself,” said Curtis Mann, director of wine and spirits insights for SymphonyIRI ...
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