Bartles & Jaymes—the beloved wine cooler brand of the '80s—is trying to slip its new canned alcohol onto millennial refrigerator shelves. With a mild 4% ABV and just 120 calories, these hard seltzers are a low-sugar option for those looking for a lighter drink. Long before White Claw took over the pop culture scene, Bartles and Jaymes were the go-to beverage for many.
Dick Maugg, a building contractor known for his stone-faced role in the popular 1980s television commercials for Bartles & Jaymes wine coolers, became a household name as the fictional Ed Jaymes. His deadpan humor and catchy catchphrase, "Thank you for your support," helped propel the brand to fame in its heyday.
E & J Gallo Winery has reintroduced the iconic Bartles & Jaymes brand wine cooler, hoping to capitalize on the nostalgia of those who remember the classic '80s drink. With a range of flavors and a refreshed marketing campaign, the brand is aiming to appeal to a new generation of consumers.