 Soon after competition began 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"(Kailo Messier) featuring beach life scenes.Bartles & Jaymes, the second entrant into the wine cooler marketplace quickly came and took market share.