Barefoot Wine & Bubbly is again running its successful #BareYourSole roadshow campaign across the UK during July. Now in its third year, the activity, which sees a Barefoot van travel the country, encourages people to be proud to be different and to revel in their uniqueness.

Research by the award-winning wine brand has revealed that 84% of Brits believe that being comfortable with who you are and being accepted for your true-self ultimately makes you happier.

Visitors to the Barefoot van will not only get the chance to try a range of the brand’s wines, but will also be invited to ‘bare their sole’ by proudly declaring their unusual hobbies, habits or passions on a Barefoot sticker – and the more unusual, the better!

The #BareYourSole tour will visit a range of locations between 4 and 29 July, including Liverpool, Leamington Spa, Manchester, London, Oxford, Brighton, Coventry, Bristol, Cardiff, Cheltenham and Birmingham.

The activity was created by global brand experience agency Sense, which is again running the campaign. Ciara Garratt, Account Manager at Sense, says: “Launched in 2016, Bare Your Sole champion’s Barefoot’s core values of diversity and inclusivity by encouraging people to share their hidden passions and celebrate each other’s quirks. Barefoot want to remove any pretentiousness surrounding wine and make it more fun and less serious. The concept has worked so well that we’re proud to be rolling it out for a third year in succession celebrating the fact that people feel happier when they are comfortable in their own skin and free to express themselves.”

Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

Barefoot Wine & Bubbly started up in California in the 1960s. Its founders believed that wine should be more fun and less serious; and created a wine that could be enjoyed by everyone from first-time wine drinkers to hard-core aficionados. Barefoot Wine is the most awarded and #1 wine brand in the US and was introduced to the UK in 2009. Staying true to its grassroots beginnings, Barefoot Wine & Bubbly gives back to local non-profit groups through charitable wine donations. In addition to several years of cleaning British beaches with Surfers Against Sewage, Barefoot Wine & Bubbly has also supported the LGBT community for over 25 years.

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Barefoot Wine & Bubbly will be touring the UK this summer in a branded VW camper van, encouraging consumers to share what is unique about themselves by sharing fun pictures taken in the brand’s surfboard gif booth across social media.

The wine brand will also be sampling its range of wines, including two new varietals launched in 2017.

The award-winning wine brand is all about making wine more fun and less serious, and Barefoot made it its mission to make the world a better place through wine. Championing its core values of diversity and inclusivity, Barefoot Wine & Bubbly is taking its ongoing #BareYourSole campaign directly to the people with this summer’s campaign, run by real world marketing agency Sense. People who sign up for the wine-makers newsletter will get the chance of winning a fabulous prize.

Olga Senkina, Marketing Director (EMEA) at Barefoot Wine & Bubbly, says: “Building on our #BareYourSoul campaign, this year’s summer wine-tasting extravaganza has a surfing theme to give people across the UK a real flavour of California. Meanwhile our gif booth will help take the Barefoot message far beyond the activations themselves.”

Sense Account manager Ciara Garratt adds: “Last year we started the #BareYourSole movement, which is all about encouraging people to be themselves and be proud of their individual quirks. This year, we are continuing this movement and will be touring the UK in a VW camper van and have introduced the GIF booth which is the perfect way to be a bit silly and get Barefoot. People will also be able to sample two of Barefoot’s new wines – Shiraz Cabernet and the perfect summer tipple Pink Pinot Grigio – among others, and enter a competition to win some awesome prizes.”

By summer’s end, the tour will have visited Liverpool, Sheffield, Manchester, London, Oxford, Brighton, Bath, Bristol, Cardiff, Cheltenham and Birmingham, plus a couple of surprise locations.

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Championing its core values of diversity and inclusivity, Barefoot Wine & Bubbly has been taking its #BareYourSole campaign directly to the people with the Barefoot Tat-Toe Parlour appearing at events throughout August.

Celebrating the fact that people feel happier when they are comfortable in their own skin and are free to express themselves, the Barefoot Tat-Toe Parlour encourages people to shout loudly and proudly about their hidden passions – and the quirkier the better.

The activation ran from 12^th to 14^th August 2016 at the Retro Festival in Newbury, Berkshire, and will be making another appearance from 26^th to 28^th August at Manchester Pride.

“For over 30 years, Barefoot Wine has done things differently with the aim to make the world a better place,” said Olga Senkina, Marketing Director (EMEA) at Barefoot Wine & Bubbly. “This year, we’re taking the movement to more people, with a bigger message. We want to highlight that along with the freedom to wear what we wish, we should embrace our quirks and unmask our passions by proclaiming the music we like, the company we enjoy and the hobbies and experiences we love. #BareYourSole is showing how the UK should live life Barefoot.”

“To help visitors embrace their individuality, the Barefoot Tat-Toe Parlour offers beautifully designed temporary tattoos, featuring interpretations of each person’s secret passion – whether it’s tarot card reading, calligraphy, metal detecting or simply ABBA – along with the Barefoot logo which represents the brand fun and quirky ethos,” explained Kateland Turner, Account Manager at marketing agency Sense, which is running the campaign. “The newly inked are then invited to share a snap of their ‘tat-toes’ using #BareYourSole.”

The full range of Barefoot Wine is available for visitors to sample as they reveal their hidden passions with the new Malbec and Chardonnay being priority pours. The activation also involves a range of fun and quirky giveaways.

Barefoot Wine & Bubbly started up in California in the 1960s. Its founders believed that wine should be more fun and less serious; and created a wine that could be enjoyed by everyone from first-time wine drinkers to hard-core aficionados.

In addition to several years of cleaning British beaches with Surfers Against Sewage, Barefoot Wine & Bubbly has also supported the LGBT community for over 25 years.

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