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Bartles & Jaymes: The Return of a Classic Wine Cooler

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The iconic '80s wine cooler brand makes a millennial comeback.

description: an anonymous image of a colorful display of bartles & jaymes canned wine coolers, showcasing various flavors and the iconic branding of the '80s drink.

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.

Richard Maugg, born in Longview, Wash., in 1931, was the man behind the character of Ed Jaymes in the Bartles & Jaymes commercials. Graduating from the University of Washington in 1953 and serving in the Army, Maugg's deadpan delivery and comedic timing made him a memorable figure in advertising history.

Raise your hand if you remember getting buzzed at an '80s high school or college party with a Bartles & Jaymes in hand. The iconic wine cooler brand was a staple at social gatherings, offering a refreshing and easy-to-drink option for those looking to relax and unwind.

Dick Maugg, a Longview native who achieved national fame through his role as Ed Jaymes in nearly 200 Bartles & Jaymes wine cooler commercials, has passed away. His contributions to the brand and his memorable performances will forever be remembered by fans of the classic drink.

bartles & jaymeswine cooler'80snostalgiacomebacklow-sugarhard seltzere & j gallo wineryrichard maugged jaymesadvertisingiconicnostalgia

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