Gallo's goal: Bring Bartles & Jaymes out of retirement

Chura, Hillary
May 2000
Advertising Age;5/29/2000, Vol. 71 Issue 23, p42
Trade Publication
Reports that marketer E&J Gallo Winery hopes to revive its Bartles & Jaymes brand wine cooler beverage. Success of the company and its advertising campaigns that featured two elderly spokesmen; How Bartles & Jaymes faltered with the introduction of sweet alcoholic beverages by other companies; How the changing image of wine has affected the cooler category.


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