New California Cooler Shakes up the Shelves as the Only Real Wine-Based Beverage

Majestic Brands Launches a New Modern Refreshment Beverage Based on the Classic Originator of the Wine Cooler Category

DANVILLE, Calif.--(BUSINESS WIRE)--Majestic Brands has brought the cool back to the refreshment beverage category by introducing the new California Cooler to cities nationwide. The company announced today that their new product, California Cooler, has hit the market as the only real wine refreshment beverage made from wine, fruit juice and infused fruit flavors. Well known as the originator of the wine cooler category in the 1980s, California Cooler created a surge of popularity from the west coast all the way across the U.S. The new, modern formula in true California style has officially rolled off the shelves just in time for summer.

“Most wine- and spirit-based beverages switched to malt during the ‘90s because of taxation and state-to-state shipping restrictions”

Majestic Brands, producer of such products as Glacier Bay and Jason & Larrys Evil Spirits, has brought back one of the most iconic names in light-alcoholic refreshment California Cooler as a reformulated refreshment beverage with timeless brand appeal. With its launch in 1981, California Cooler instantly became the preferred drink at backyard barbeques and comedy clubs, sipped by A-list celebrities and regular consumers alike. It sold over 20 million cases each year, sparking the ready-made beverage category and inspiring a succession of imitators.

Now, after a fifteen-year hiatus, California Cooler has returned to the market through the visionary commitment of Majestic Brands, which is producing and marketing an updated line of naturally-infused drink products based on the popular original brand. The company is not just offering up nostalgia, however, but is committed to consumers discerning modern palettes.

Most wine- and spirit-based beverages switched to malt during the 90s because of taxation and state-to-state shipping restrictions, explains Majestic President and CEO Jason Kane. The new California Cooler, in contrast, will be the only nationally available brand to use real wine and juice as well as infused natural fruit flavors. The result, he says, is a clean, refreshing product whose delicious new flavors include Coastal Citrus, Pomegranate Berry, Cranberry Grapefruit and White Peach.

California Cooler is aimed at diverse consumers, especially women whose beverage choices lean toward quality over quantity. Given the products nostalgia cachet and premium taste, Majestic Brands expects to appeal to both mature consumers who fondly recall the original brand during the 1980s, as well as Gen X drinkers who seek refreshing alternatives to beer, wine and liquor.

Its contemporary appeal can also be seen in its packaging: a clear, 12-oz. bottle that reveals the pastel hues of the product inside, color-matched labels with the California Cooler title graphic, sunburst logo and tagline (Dream it...live it), topped by a dark green cap.

Majestic Brands is rolling out California Cooler initially to the Western half of the United States, expanding nationally by May 2007. Packaged in six-packs retailing for appx. $7.99, it is available in supermarkets, convenience and liquor stores. The company looks to eventually broaden its distribution to key international markets following its U.S. rollout, says COO Larry Davenport, going to countries like Australia that resonate with the casual, laid-back California spirit.

About California Cooler

California Cooler, which originally achieved popularity during the 1980s while inspiring a succession of imitators, returns under the aegis of Majestic Brands, Inc. The new, reformulated and repackaged product uses real wine and juice as well as infused natural fruit flavors to offer todays consumers a refreshing, delicious, low-alcohol refreshment beverage that resonates with the casual California spirit. Initial flavors include Coastal Citrus, Pomegranate Berry, Cranberry Grapefruit and White Peach. California Cooler is packaged in six-packs of 12-oz. bottles, retailing for appx. $7.99, and is available in supermarkets, convenience and liquor stores.

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