Wine coolers go back to their retro roots

by Joanne Lutynec (Subscribe to Joanne Lutynec's posts)
Posted Apr 13th 2007 3:26PM
Filed under: Wine, Business, Trends, Happy Hour, America

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Some things are seriously better off left in the 80's. Leg warmers, glam rock, and cheap wine coolers just to name a few. However, Bartles & Jaymes and California Coolers are trying to disprove that theory as they attempt to breathe new life into their products by relaunching marketing campaigns for their beverages.

Oh wait - it gets better. Apparently Bartles & Jaymes are resurrecting the porch-dwelling Frank and Ed characters from the original ads, though they are casting for replacements since, well, since one of them has passed away and the other must be about 100 by now.

What is even more frightening to me is that I am in their target market, heaven forbid. This does not bring tears of joy to my face, in fact, I have to agree with this article - "targeting thirty-somethings, who may have lost their taste for wine coolers along with their love of Rick Springfield and Loverboy, will be an uphill battle. Wine coolers are perceived as passé. That crowd isn't looking for that anymore."

Yeah, ya think?

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4-13-2007 @ 8:03PM

bdw said...

Wine coolers are for fifteen year olds. Ooh, was that not politically correct?

Well, that's what my wife says she was drinking at fifteen.

4-13-2007 @ 5:24PM

Dr Electro said...

Why has nobody made reference to the fact that Slashfood has been nominated for an award???? Nicole? Go to

http://www.bloggerschoiceawards.com/blogs/show/3145

You have to register to vote but it's pretty painless. Come on, let's support Slashfood!

4-13-2007 @ 5:58PM

Stacy said...

It's probably been about 20 years since I've had a wine cooler. Somehow, the image of a 37 year old sitting around with a six pack of wine coolers just seems so.... pathetic. However, I would gladly purchase a six pack or two if SEAGRAM'S brought back their Bruce Willis wine cooler commercials, complete with the tight jeans and harmonica playing!

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