Bartles & Jaymes Wine Coolers: Where Are They Now?

In the vibrant world of wine coolers, one brand that once dominated the market was Bartles & Jaymes. This iconic duo, with their distinctive mustaches and matching outfits, was synonymous with fun and refreshment in the 1970s and 1980s. But what happened to Bartles & Jaymes wine coolers? Let's delve into their history, their heyday, and their eventual decline.

Rise to Fame: The Bartles & Jaymes Story

Bartles & Jaymes wine coolers were introduced in 1970 by the Bartlesville, Oklahoma-based company, Bartles & Jaymes Winery. The brand was named after its founders, Marvin Bartles and Norm Jaymes, who started the business with a simple goal: to create a wine cooler that was sweet, fruity, and appealing to a broader range of consumers.

Initially, the wine coolers were sold in local stores and bars. However, their popularity grew rapidly, thanks to clever marketing strategies and the unique taste of their products. By the 1980s, Bartles & Jaymes had become a national phenomenon, with sales skyrocketing and their distinctive logo and packaging becoming household symbols.

Peak Popularity and Marketing Strategies

Bartles & Jaymes reached their peak popularity in the mid-1980s. Their wine coolers were available in a variety of flavors, from classic strawberry and peach to more exotic options like pineapple coconut and mango. The brand's marketing was innovative and effective, with memorable TV commercials featuring the founders in their signature outfits, driving a vintage car and singing their jingle, "Thank you for your support."

Bartles & Jaymes also capitalized on the growing trend of wine coolers being served in bars and restaurants. They introduced larger, single-serve bottles and even created a line of wine cooler cocktails. Their marketing efforts were so successful that by the late 1980s, Bartles & Jaymes was the leading wine cooler brand in the United States.

Changing Tastes and Market Shifts

Despite their initial success, Bartles & Jaymes began to face challenges in the late 1980s and early 1990s. The market for wine coolers started to shift, with consumers increasingly preferring beer and other alcoholic beverages. Additionally, the rise of premium wine coolers and the introduction of new, lower-calorie options posed stiff competition.

Bartles & Jaymes attempted to adapt to these changes. They introduced lower-calorie and lower-alcohol versions of their wine coolers, and even experimented with new flavors. However, these efforts did not significantly boost their sales, and the brand's popularity continued to decline.

The End of an Era: The Sale and Discontinuation of Bartles & Jaymes

In 1996, after years of declining sales, Bartles & Jaymes Winery was sold to the wine giant, Constellation Brands. Despite the change in ownership, Bartles & Jaymes wine coolers continued to struggle in the market. In 2001, Constellation Brands decided to discontinue the Bartles & Jaymes brand, marking the end of an era for this iconic wine cooler.

Today, while Bartles & Jaymes wine coolers are no longer on the market, their legacy lives on. They remain a nostalgic symbol of a bygone era, and their story serves as a reminder of the dynamic and ever-changing nature of the beverage industry.

Frequently Asked Questions

• Why did Bartles & Jaymes wine coolers decline in popularity?

  Bartles & Jaymes wine coolers declined in popularity due to changing consumer tastes, increased competition, and the rise of other alcoholic beverages like beer.

• When were Bartles & Jaymes wine coolers discontinued?

  Bartles & Jaymes wine coolers were discontinued in 2001, following their acquisition by Constellation Brands.

• What happened to the founders of Bartles & Jaymes?

  After the sale of their company in 1996, Marvin Bartles and Norm Jaymes retired. They passed away in 2006 and 2011, respectively.