Californian wine brand, Barefoot Wine & Bubbly, has launched #BareYourSole, an integrated marketing campaign encouraging the nation to embrace quirky interests and reveal hidden hobbies in a bid to be happier.

Barefoot believes wine should be more fun and less serious and champions diversity and inclusivity. With this in mind, the #BareYourSole campaign plans to create a social movement that encourages people to live life Barefoot, unmask their hidden passions and speak loudly and proudly about the hobbies and experiences they love.

The campaign will see DJ Sarah Jane Crawford, and a wealth of influencers and social media stars bare their soles and reveal their favourite ‘secret’ hobbies while encouraging UK consumers to do the same across press and social media channels.

#BareYourSole is running alongside a nationwide sampling campaign, targeting over 160,000 consumers and championing the newly launched Malbec and Chardonnay as priority sampling pours.

People can reveal their secret pastimes on Twitter, Instagram and Facebook using the hashtag #BareYourSole. The brand is rewarding a few lucky participants with cases of their favourite Barefoot wine. Consumers should use #Sweepstake to take part.

Barefoot Wine & Bubbly grew by 38% in 2016. Full information on the Barefoot Wine & Bubbly portfolio can be found at