Michael Houlihan was the Co‑founder, President, and CEO of 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 an American best-selling wine brand before its acquisition by E. & J. Gallo. He now shares his insights as an author, speaker, and consultant.

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.