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Are Bartles & Jaymes Wine Coolers Still Around Today?
For anyone who came of age during the 1980s, the iconic television commercials featuring two folksy elderly gentlemen named Frank Bartles and Ed Jaymes sitting on a rustic wooden porch concluding with “and thank you for your support” are an indelible pop-culture memory.
At their peak in 1986–1987, Bartles & Jaymes was the undisputed king of the multi-million-dollar American “wine cooler” boom, selling tens of millions of cases nationwide. But as market trends shifted, many consumers wondered what happened to the brand and if Bartles & Jaymes is still around.
The Evolution from 1980s Wine Coolers to Modern Hard Seltzers
The dramatic transformation of the wine cooler category unfolded across three distinct commercial eras:
1. The 1980s Golden Era: Original Wine Base
Originally, wine coolers were crafted by blending real white table wine with carbonated water and real fruit juices (fuzzy navel, strawberry, peach, black cherry). They were light, sweet, and moderately alcoholic (~4% ABV).
2. The 1991 Federal Excise Tax Shock: Shift to Malt Beverages
On January 1, 1991, the United States Congress increased the federal excise tax on wine by over 500% (from $0.17 to $1.07 per gallon), while leaving beer and malt beverages taxed at a much lower rate. To keep products affordable, major manufacturers including Bartles & Jaymes and Seagram’s reformulated their beverages from real wine to brewed flavored malt bases.
3. The 2019 Premium Canned Wine Relaunch
Recognizing the massive consumer demand for low-sugar hard seltzers and ready-to-drink (RTD) cocktails, Gallo completely modernized Bartles & Jaymes in 2019. The brand returned to its roots with real wine, real fruit juice, 120 calories, 4% ABV, and sleek 12-ounce slim cans.
Bartles & Jaymes Historical Evolution Matrix
| Era / Timeframe | Alcohol Base | Packaging | Key Flavors | Target Market |
|---|---|---|---|---|
| 1985 – 1990 (Classic) | California White Wine | 12 oz Green Glass Bottles | Original, Strawberry, Peach | Casual social drinkers |
| 1991 – 2018 (Malt Era) | Flavored Malt Beverage (FMB) | Glass 4-Packs & 24oz Cans | Fuzzy Navel, Exotic Berry, Mojito | Value flavored malt market |
| 2019 – Present (Modern) | Real White Wine & Fruit Juice | 12 oz Slim Cans (120 Cal) | Ginger & Lemon, Watermelon & Mint | Health-conscious RTD drinkers |
Frequently Asked Questions (FAQ)
Are Bartles & Jaymes wine coolers still sold?
Yes, Bartles & Jaymes drinks are still produced and sold nationwide in modern slim cans featuring real wine and natural fruit juices.
Who owns Bartles & Jaymes?
Bartles & Jaymes has been owned and operated by the E. & J. Gallo Winery of Modesto, California since its inception in 1984.
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