“The Pioneer of Social Media With Michael Houlihan of Barefoot Wine”

Michael Houlihan is the Co‑founder, President, and CEO at Barefoot Wine, a brand known for making wine fun, affordable, and accessible. He and his partner Bonnie Harvey launched Barefoot Cellars in a laundry room in 1986 with no wine experience and little funding, pioneering “worthy cause marketing” and performance‑based compensation in place of traditional advertising. Under his leadership, Barefoot became America’s best-selling wine brand before its acquisition by E. & J. Gallo. He now shares his insights as an author, speaker, and consultant.

Here’s a glimpse of what you’ll learn:

[4:16] Michael Houlihan explains how Barefoot Wine began by settling a debt with bulk wine and bottling services
[6:10] Why Michael and Bonnie underestimated the complexity of the wine industry and the importance of distribution
[9:30] How donating wine to a local fundraiser sparked unexpected sales and revealed the power of community support
[12:21] Leveraging nonprofit partnerships to build brand loyalty through shared social values
[13:29] Cause-based marketing as a long-term growth strategy in values-aligned retail environments
[23:25] Choosing causes that resonate with your ideal customers to strengthen brand affinity
[37:35] How to scale locally to build customer trust, provide service, and avoid premature expansion risks

In this episode…

Social media didn’t invent the power of the network; it simply digitized a strategy that successful brands have harnessed for decades. Long before Facebook and Instagram, some entrepreneurs were already leveraging relationships, causes, and communities to fuel explosive growth. So what does true grassroots marketing look like when it’s done right?

According to Michael Houlihan, a pioneering brand builder behind one of the most recognizable wine labels in the world, the secret lies in helping others first. He highlights how donating wine to small local fundraisers unexpectedly unlocked viral word-of-mouth and loyalty that no ad budget could match. By embedding his brand into the missions and communities that mattered most to his customers, he created lasting emotional connections. These values-based partnerships didn’t just move products; they turned buyers into brand advocates. The result was a national wine brand built without a single traditional ad campaign.

In this episode of Truth About Social Ads, host Jason Smith sits down with Michael Houlihan, Co‑founder, President, and CEO at Barefoot Wine, to talk about how he used pre-social media networking to build a powerful national brand. He shares how giving back sparked real growth, why aligning with causes matters, and what it means to market with heart. Michael also provides insights on scaling smart and building supplier trust.

Resources mentioned in this episode

Quotable Moments

“We gave the members of that nonprofit a social reason to buy our product that was stronger than advertising.”
“You have to remember, when you’re marketing, you don’t have to get everybody, just the people who care.”
“Don’t sell your product any further away from your home than you can drive, apologize, and get home.”
“We were actually promoting their fundraising, and by doing that, we turned people into brand advocates.”
“You do not get favors, allowances, or credit terms because you negotiate well; you get them through trust.”

Action Steps

Partner with grassroots organizations: Aligning with cause-driven groups builds trust and taps into established, loyal communities.
Use product placement at high-impact events: Featuring your product at fundraisers ensures exposure to qualified, values-aligned buyers in social settings.
Embed customer values into your marketing: Promoting what your audience cares about fosters emotional connection and long-term brand advocacy.
Leverage newsletters and small media channels: Publishing value-based content through partner networks expands reach without heavy ad spend.
Build supplier relationships through transparency: Regular updates and shared goals foster goodwill, flexibility, and long-term business support.

Sponsor for this episode

Spotlight Social Advertising is a results-driven digital marketing agency that helps businesses scale with powerful Facebook and Instagram advertising. Their expert team crafts highly targeted campaigns that attract the right audience, boost engagement, and drive real conversions.

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