They keep trying to reinvent them for some reason. Most of them are based on malt liquor these days, and they try to make it seem like they're made from hard liquor (using various well-known hard liquor brands) even though they're not.
I did not see any guys actually drinking this swill. Nor did the song indicate that when they "party" that they only "take" it with them. This implies that by having a stash of cheap wine coolers for your "party" you will more easily get loose women to drink and like you. Genius marketing really.
In one of the related videos, there were a bunch of commercials from 1987, and there happened to be one with Bruce Willis doing a wine cooler commercial. Mr. Die Hard himself selling wine coolers. Hah!