'Three's Company' actress takes gig in wine campaign

 Joyce DeWitt played one of the young roommates on "Three's Company," the freewheeling sitcom from the '70s.

Today she's got a new gig -- promoting low-priced Livingston Cellars wines from E.&J. Gallo Winery of Modesto.

The campaign, "Living the Livingston Life," includes a Web site and a few personal appearances by DeWitt around the country.

The campaign echoes the sense of fun that "Three's Company" brought to TV viewers, the actress said in a phone interview Thursday.

"Like the Living the Livingston Life program, it was a gathering of friends in an apartment who enjoyed each other," she said.

An Airstream trailer joins DeWitt at the appearances, which started Saturday in Albuquerque, N.M. The retro camper is a nod to baby boomers who crave adventure as they near retirement.

"We think it hits the target consumer that we're looking for," said Peter Abate, vice president and general manager for the brand at Gallo. "The RV is a symbol of America."

As for DeWitt, he said, "She's a '70s icon. I remember watching her on 'Three's Company.' We've all grown into this boomer lifestyle together."

Livingston Cellars is one of the oldest brands in the 75-year-old company. The wines are made from San Joaquin Valley grapes and typically sell for $6 to to $7 per 1.5-liter bottle.

Gallo has moved into higher-priced wines from Sonoma County and other premium regions, but Livingston Cellars remains a big player at the lower end. It competes with other producers aiming for the frugal drinker, notably Bronco Wine Co. near Ceres and The Wine Group at the old Franzia plant near Ripon.

"We think that we over- deliver on consumer expectations for the product," Abate said.

DeWitt, who lives in New Mexico, said she likes the wines and has friends who like to serve them at large gatherings.

"I always enjoy a good bargain, and you don't have to give up quality to get affordability," she said.

Her remaining appearances for Gallo are at events sponsored by AARP, one in Chicago in June, the other in Las Vegas in October. This fits with the active retirement theme.

"Our parents retired and kind of quit," said DeWitt, who will turn 60 next week. "We're finding that there's so much to do and so much to celebrate."

DeWitt has had a long stage career on and off Broadway since "Three's Company" ended in 1984, starring in productions as diverse as "Macbeth," "South Pacific" and "Dracula: An Original Rock Musical." She also is an activist against hunger and homelessness.

The wine campaign features an essay contest. Entrants are asked to describe how they "live the Livingston life" by enjoying family, friends, travel and commu- nity causes.

Each of the four winners will get a trip for two to California wine country -- the part around Modesto. The prize includes five nights in a hotel and tours of three wineries to learn about the industry.

(If you live in California, you're out of luck. State alcohol laws bar residents from entering this kind of contest.)

The Livingston Cellars Web site offers hints on how to live the life, while poking a little fun at the target audience. It lists the "great normal cheeses of America," including cottage, canned Par- mesan and spray cheese. The list of "great pantry staples" has bacon bits, bouillon cubes and ramen cups.

The site also has DeWitt's suggestions for using Livingston Cellars wine -- a sangria punch and a cocktail made with chardonnay, brandy and a pureed peach.

She said she is glad these days to be a busy actress and a promoter of good living for boomers.

"I'm a very happy camper right now and delighted to be part of this program," she said.