Barely Barefoot
In 1985, Bonnie Harvey cofounded Barefoot Wine with virtually no money or wine industry experience.
“Our research showed that 78 percent of the supermarket wine buyers were women, but 95 percent of the gatekeepers, who decided what wine their supermarket chains would carry, were men,” says Harvey.
Thriving in the male dominated industry was challenging.
“It took years to convince those men that there was a market for every day, six dollar wine for female shoppers.”
But, she didn’t enter the wine industry to become a pioneer. An opportunity arose and she took it.
“We weren’t planning on going into the wine business, but sometimes it’s not what you choose, it’s what you’re offered,” Harvey tells PINK.
While working as an office management consultant, one of her clients grew wine grapes and was owed by a winery that was going bankrupt. The winery had no money, so Harvey negotiated for bulk wine and bottling services.
“We knew this was a great opportunity and suddenly we were in the wine business!”
For two years a washer and dryer-less laundry room served as their office space, as Harvey embarked on what she calls their “get rich slow scheme.”
In 2005, the brand was sold to E. & J. Gallo Winery, shipping about 600,000 cases yearly.
Her advice for female entrepreneurs following her footsteps?
“It’s not about how good your product is, or how much your friends, or even the general public like it,” says Harvey of what she calls the company’s biggest mistake.
“It’s about whether it’s available in every marketplace for your customers to buy, and whether your company gets involved in the community by contributing to causes that are important to your customers.”
The small things.
Bonus PINK Link: Here’s how you can secure a patent for your business.
Did you start out with limited resources?
By Sarah Grace Alexander
“Say yes, and you’ll figure it out afterwards.” Tina Fey
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