The Buggles ushered in the age of music videos with a song called &#;Video Killed the Radio Star.&#; The song&#;s music video was the first such video played on MTV in the United States on the first day of August in .
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I&#;m no songwriter, but if I were, I&#;d pen a Buggles-inspired tune called &#;Moscato Killed the Wine Cooler.&#;
I have no actual evidence to support the claim made by the song&#;s name. But having lived through the era of Seagram&#;s Coolers and its main competitor, Bartles & Jaymes, it makes sense to me that a superior sweet drink (Moscato) would supplant another sweet drink (wine coolers) at some point.
Wine coolers certainly enjoyed a good run for a number of years. At one time, Seagram&#;s Coolers was the title sponsor of bowling&#;s most prestigious pro tournament, the U.S. Open. Bartles & Jaymes countered that marketing strategy by creating two down-home characters you&#;d love to have in your home, and featuring them in their commercials.
But as Chardonnay&#;s popularity began to explode, the appeal of wine coolers started to wane. Many wine cooler drinkers wanted to &#;move up,&#; but they weren&#;t quite ready to sacrifice the sweetness that was a big part of a wine cooler&#;s appeal. So, they gravitated to the sweet wines that populated supermarket shelves: white Zinfandel and Moscato.
Today, Moscato has become a star of the nightclub scene, and a &#;wine cooler&#; is more likely to be thought of as a refrigerator for wine bottles than as a beverage.
It should be noted that beverage makers haven&#;t given up on the &#;wine cooler&#; category altogether. The definition is being expanded, and the beverages being offered &#; just as likely to be in a can as in a bottle &#; are being marketed as &#;artisanal.&#; I&#;ve tried a few, and they are head-and-shoulders above the wine coolers of the s in quality &#; at least to my palate.
But when I want some sweetness in my adult beverage, I&#;m still going to opt for a nice Moscato.
In fact, I think I&#;ll pour a glass now while I work on my song lyrics&#;
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