Written by Chad Wasser
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As a child of the '80s, I have a natural affinity for '80s nostalgia and throw backs: The Transformers, Rubik's cubes, Star Wars toys'you know things from commercials. That's how the '80s were experienced by kids. And even though I never enjoyed a drop of alcohol in that glorious decade, I found myself thinking about those Bartles & Jaymes commercials with the two old guys, wondering what happened to wine coolers?
The wine cooler was a play on the spritzer, a drink diluted with carbonated water to fill more glasses and feel more refreshing. The original homemade wine cooler was made from a light white wine (try a dry chardonnay or a pinot grigio) and a lemon-lime soda like 7Up.
In the '80s, commercial wine coolers starting hitting the markets with zany flavors like apple, citrus, and berry. These were all actual blends of (cheap, industrial) white wine, water, and flavors that were usually put out by subsidiaries of major wine houses.
Actually'it was taxation. In January , Congress quintupled the excise tax on wine from $.17/gallon to $1.07/gallon. This made wine blending bad business and ushered in the era of the malt beverage. Zima and Smirnoff Ice reigned supreme, and major wine cooler producers like Boones Farm and Bartles & Jaymes switched to malt beverage recipes. Without the need to balance with the white wine, flavors became even more crazy. Sour watermelon? Woooooooo!
An actual wine cooler can be a refreshing drink for an outdoor summer party or barbeque. Use your wine pairing wisdom to mix carbonated water, white wine and juices of your choice to go with your dish or just relax in the sun. There are some incredible sodas on the market now, like Dry Soda, that can make a terrific wine cooler.
Here is my recipe for the new, delicious wine cooler:
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California Cooler is a brand of alcoholic beverage. The product is a sangria packaged in a 12 fl. oz. glass bottle. The California Cooler formula and packaging was the first to be known as a wine cooler.
Originally named Canada Cooler, the California Cooler package was re-designed by Glenn Martinez and Assoc, which was eventually also sold in a 2-liter bottle.
After its founding in , the original California Cooler exploded on the beverage market when Lodi High School friends, Michael Crete and R. Stuart Bewley,[1] and their original partners (mostly friends and family) raised $140,000 to begin commercial production. By , it was selling a reported 12.3 million cases a year worth $125 million. In , Crete and Bewley sold the company to liquor giant Brown-Forman Inc. in a deal valued up to $146 million. Brown Forman were national distributor of wine and spirits brands such as Jack Daniels and Korbel Sparkling wines.[2]
Soon after, the competition began from wine maker giants E&J Gallo Winery who started strong marketing of its Bartles & Jaymes coolers and Seagram's own brand of wine coolers, California Cooler's market share began to slide. The cooler craze of the mid-eighties was celebrated with an Ad campaign by Chiat Day "The Chairman" (Kailo Messier) featuring beach life scenes. Bartles & Jaymes, the second entrant into the wine cooler marketplace quickly came and took market share. Their ad campaign featured two actors playing the fictitious Frank Bartles and Ed Jaymes "Bartles and Jaymes" saying "Thank you for your support".
Overall wine-cooler sales dropped 98 percent in from . California Cooler volume had dropped to 5 million cases, less than one-third of what Seagram's and Gallo each were moving.[citation needed]
On 30 March , Majestic Brands, a Danville beverage company, announced plans to try to revive the California Cooler brand.[citation needed]
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