As the company grew, Houlihan and Harvey faced some new issues. The stores they had been selling to now complained that the price of their wine was too high; yet, when Houlihan and Harvey dropped the prices, those same stores accused them of selling "cheap" wine. Moreover, the small outlets that initially didn't want to carry the Barefoot brand because it was unknown now thought it was too big a brand to carry. Houlihan and Harvey would never stop learning new things about this fascinating industry. That passion for the business paid off many years later when Barefoot reached the magical 500,000 cases a year in sales, enough to get noticed by the giant winemaker Gallo, which acquired the company in 2005. The Barefoot brand had become known as "your personal house wine," and it had changed the entire landscape of the wine industry. What were the mandatory costs they would likely incur because of the reluctance of distributors and retailers to add their product?