The Barefoot Spirit: How Hardship, Hustle, and Heart Built America's #1 Wine Brand

摘要

It is hard to believe that such an iconic brand as Barefoot Wines began as a start-up in a laundry room of a rented farmhouse in the Sonoma County hills. Even more surprising is that the people who started it were just an average business couple with no money and no real knowledge about the wine industry. What is not a surprise is that because of their lack of experience and the complicated nature of the wine industry, they ran into difficulties and setbacks that regularly put the brand near death in its first two decades. What kept it going was an unshakable belief in Barefoot's potential, use of universal business principles, and the founders' never-say-die outlook despite facing one seemingly insurmountable hurdle after another. Those hardships, that hustle, and their heart, are the essence of the Barefoot Spirit. This book traces the history and tells the story of how an unknown novelty wine became an American icon. It chronicles the unlikely events that made success possible, laying out the cornerstone business and lifestyle philosophies that made Barefoot an enduring brand. This is not a dry business text; the lessons are woven into a 20-year business adventure story that's inspiring, amazing, and entertaining. It's a case study, an idea book, an uncommon peek behind the curtain of the wine business, and a snapshot of the American spirit, West Coast style.