California Cooler
Encyclopedia
California Cooler is a brand of alcoholic beverage.
Although Sangria
has existed since wine has been made, this formula and packaging was the first to be known as a Wine Cooler
. The product was essentially a Sangria packaged in a 12 oz. beer bottle
. Originally named Monterey Cooler, the California Cooler package was re-designed by Glenn Martinez and Assoc. The California Cooler eventually was also sold in a 2-liter bottle.
The original California Cooler exploded on the beverage market after its founding in 1981, when Lodi High School friends, Michael Crete and R. Stuart Bewley, and their original partners (mostly friends and family) raised $140,000 to begin commercial production. By 1985, it was selling a reported 12.3 million cases a year worth $125 million. In 1985, Crete and Bewley sold the company to liquor giant Brown-Forman Inc.
in a deal valued at up to $146 million. Brown Forman were national distributors of wine and spirits brands such as Jack Daniels
and Korbel Sparkling wines
.
Soon competition 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" featuring beach life scenes. Bartles & Jaymes, the second entrant into the wine cooler marketplace quickly came took market share. Their ad campaign featured two actors playing the fictitious Ed Bartles and Sid Jaymes "Bartles and Jaymes
" saying "thank you for trying our product".
Overall wine-cooler sales dropped 12 percent in 1988 from 1987. California Cooler volume had dropped to 5 million cases, less than one-third of what Seagram's and Gallo each were moving.
On 30 March 2007, Majestic Brands, a Danville Beerage company, announced plans to try to revive the California Cooler brand.
Although Sangria
Sangría
Sangria is a wine punch typical of Spain and Portugal, also consumed in Argentina and Uruguay. It normally consists of a wine, chopped fruit, a sweetener, and a small amount of added brandy. To be specific, a wine is a light, dry, young, high acid, unoaked, inexpensive wine, usually red wine due...
has existed since wine has been made, this formula and packaging was the first to be known as a Wine Cooler
Wine cooler
A wine cooler is an alcoholic beverage made from wine and fruit juice, often in combination with a carbonated beverage and sugar.Traditionally home-made, wine coolers have been bottled and sold by commercial distributors since the early 1980s, especially in areas where their lower alcohol content...
. The product was essentially a Sangria packaged in a 12 oz. beer bottle
Beer bottle
A beer bottle is a bottle made to contain beer, usually made of glass.Bottled beer has been in use since as early as the 16th century. Beer bottles come in various sizes, shapes and colours....
. Originally named Monterey Cooler, the California Cooler package was re-designed by Glenn Martinez and Assoc. The California Cooler eventually was also sold in a 2-liter bottle.
The original California Cooler exploded on the beverage market after its founding in 1981, when Lodi High School friends, Michael Crete and R. Stuart Bewley, and their original partners (mostly friends and family) raised $140,000 to begin commercial production. By 1985, it was selling a reported 12.3 million cases a year worth $125 million. In 1985, Crete and Bewley sold the company to liquor giant Brown-Forman Inc.
Brown-Forman Corporation
The Brown-Forman Corporation is one of the largest American-owned companies in the spirits and wine business.Some well-known brands of the corporation include Jack Daniel's, Southern Comfort, Finlandia Vodka, Woodford Reserve Bourbon, Canadian Mist, Early Times, Old Forester, and Korbel champagne.-...
in a deal valued at up to $146 million. Brown Forman were national distributors of wine and spirits brands such as Jack Daniels
Jack Daniel's
Jack Daniel's is a brand of sour mash Tennessee whiskey that is among the world's best-selling liquors. It is known for its square bottles and black label. As of November, 2007, one blogger was claiming that it was the best-selling whiskey in the world. It is produced in Lynchburg, Tennessee by...
and Korbel Sparkling wines
Korbel Champagne Cellars
Korbel Champagne Cellars is a winery based in Guerneville, California. Korbel primarily manufactures sparkling wine and sells the largest volume of premium traditional Méthode Champenoise sparkling wine in the United States. The company is a division of F...
.
Soon competition 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
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
by Chiat Day "The Chairman" featuring beach life scenes. Bartles & Jaymes, the second entrant into the wine cooler marketplace quickly came took market share. Their ad campaign featured two actors playing the fictitious Ed Bartles and Sid Jaymes "Bartles and Jaymes
Bartles & Jaymes
Bartles & Jaymes is a flavored wine cooler and malt beverage line produced by the E & J Gallo Winery in the United States, and introduced in 1981. Flavors include Strawberry Daiquiri, Fuzzy Navel, Exotic Berry, Margarita, Piña Colada, Classic Original, Tropical Mango, Blue Hawaiian, Strawberry...
" saying "thank you for trying our product".
Overall wine-cooler sales dropped 12 percent in 1988 from 1987. California Cooler volume had dropped to 5 million cases, less than one-third of what Seagram's and Gallo each were moving.
On 30 March 2007, Majestic Brands, a Danville Beerage company, announced plans to try to revive the California Cooler brand.