Lasting Lessons From The Founders of Barefoot Wines

Michael Houlihan and Bonnie Harvey, the spirited co-founders of Barefoot Wines, never set out to revolutionize the wine industry. But with zero industry experience, a debt-turned-opportunity, and a flair for unconventional thinking, they built one of the most recognizable wine brands in the world. More about them at https://thebarefootspirit.com/

Here are some lasting lessons of their entrepreneurial journey:

Opportunity First, Passion Follows

Bonnie and Michael didn’t start with a dream of creating wine. They started with a problem: a grape grower client was owed $300,000 by a bankrupt winery. Instead of walking away, they took on the debt—in wine and bottling services—and made a bold decision to sell it themselves. Passion grew from commitment.

“Don’t just follow your passion. Follow your opportunity—passionately.”

No Business Plan, Just a Cliff Report

Forget detailed spreadsheets and investor decks. Their early “business plan” was a cash flow projection they called the “cliff report”—tracking how close they were to financial free fall. Their real capital was creativity, hustle, and old tables turned into desks.

Ask, Listen, Learn

Their lack of industry knowledge became their secret weapon. Instead of assuming, they asked everyone—buyers, bottlers, even stock clerks—what worked and what didn’t. The result? A product designed for real-world shelf performance.

“Access to the market is more important than your product.”

Build for the Buyer You’re Overlooking

They didn’t target elite sommeliers—they built a wine for the everyday consumer, especially the 37-year-old mom buying groceries.

“She wanted it to taste the same year after year. Soft on the palate. Fruity. Reliable.”

Fun Over Fancy

While other labels boasted chateaus and heritage, Barefoot opted for fun and friendly. The name? Inspired by barefoot grape stomping—and brought to life with an ink print of Bonnie’s foot. Their bright, minimalist label stood out on cluttered shelves.

“It’s hard to be uptight when you’re barefoot.”

Do-It-Yourself Distribution (Literally)

Early on, they had no choice but to self-distribute. Michael himself would crawl on linoleum floors with pricing guns to make sure their product scanned correctly. Why? Because missing a barcode meant missing sales.

“What surprised us most was how much merchandising we had to do ourselves.”

Creative Marketing with No Budget

Instead of ads, they partnered with over 1,000 nonprofits, supplying wine for events. These groups became their loudest advocates—spreading the brand without a single celebrity endorsement.

Know When to Sell—and Prepare for It

They built the company with acquisition in mind. Not by announcing a sale, but by building all the metrics an acquirer would want: consistent growth, reliable operations, and meticulous documentation.

“We didn’t chase Gallo. We made sure they’d want to chase us.”

Couplepreneurs: Survive and Thrive

Working as a couple for close to four decades, they established boundaries: separate offices, business-free zones like the bedroom, and vacations booked a year in advance—with nonrefundable tickets.

“We don’t recommend this for everyone. Kids, don’t try this at home.”

Use What You Have—Even If It’s Your Foot

From laundry rooms to borrowed trucks to a literal footprint logo, their approach was resourceful at every level. “Use whatever you have” wasn’t just a motto—it was a way of life.

What’s Next: Business Audio Theater

Today, Bonnie and Michael are reinventing corporate culture through Business Audio Theater—dramatic, story-driven audio experiences based on real founder journeys. Designed to engage employees and preserve company values, it’s like a Hollywood radio play for onboarding.

The Barefoot story isn’t about wine—it’s about resilience, ingenuity, and rethinking what’s possible. Whether you’re building a brand, a team, or a dream, their journey reminds us: you don’t have to start with much. Just start where you are—and keep walking.