Fred Franzia, creator of 'Two Buck Chuck' and champion of affordable wine, has died

[Nevilledog]

Link to tweet

Tweet text:

NPR
@NPR
·
Follow
Fred Franzia, the California winemaker behind "Two Buck Chuck," died this week at 79. He was guided by a simple belief: A person should not have to pay more than $10 for a bottle of wine.

npr.org
Fred Franzia, creator of 'Two Buck Chuck' and champion of affordable wine, has died
The California winemaker firmly believed that no bottle of wine should cost more than $10. He created a business that struck bargain wine gold with Charles Shaw — also known as "Two Buck Chuck."
8:41 PM · Sep 17, 2022

https://www.npr.org/2022/09/15/1123070279/fred-franzia-two-buck-chuck-wine-bronco-dies

Fred Franzia, the man behind the famous "Two Buck Chuck," died on Tuesday at age 79.

The Franzia family and the Bronco Wine Company announced Franzia's death on Instagram. Franzia founded the company with one of his brothers and a cousin in 1973. The trio aimed to create "high quality wines at a value for wine consumers."

"Core to his vision was a belief that wine should be enjoyed and consumed on every American Table," the company said. "When asked how Bronco Wine Company can sell wine less expensive than a bottle of water, Fred T. Franzia famously countered, 'They're overcharging for the water — don't you get it?'"

The California winemaker said countless times over his career that a person should not have to pay more than $10 for a bottle of wine. The thought, while appealing to many, was just as distressing to many people who indulge in more expensive wines.

Still, Franzia did well to bring affordable wine to the masses through his plethora of brands and his savvy business tactics of buying and selling wine in bulk at opportune times, as detailed by The New Yorker. Probably none of these are more famous than the Charles Shaw brand that is sold exclusively at Trader Joe's grocery stores. For years, consumers could grab a bottle or two for just $1.99 each.

*snip*

[Hekate]

1. A toast to Fred Franzia and Two-Buck Chuck! With thanks...

🥂🥂🥂

[Backseat Driver]

2. For they were some jolly good fellows...

[brush]

3. RIP. A man for the people.

[niyad]

4. Raising a glass of "four buck chuck" (inflation!) in his honour.

[Duppers]

9. A toast to his memory.

[mahatmakanejeeves]

11. I noticed. I was at Trader Joe's yesterday. NT

[sarcasmo]

5. Judge box wine over on Fox News is mourning this weekend.

[Volaris]

13. Beat me to it

[sarcasmo]

14. +1

[ZonkerHarris]

6. He will be buried in a cardboard box.

[NJCher]

7. Those cardboard boxes

Fill my house. They make great storage and last forever!

I quit drinking a decade ago but I still have Charles Shaw boxes housing my supply of string trimmer rolls, plastic cutlery, shoelaces, etc.

But I didn’t stop with recycling the box for usable household storage. I took out the plastic bag, filled it with water, and set it next to any plant that needed water. Left the little spigot open, and bravo! A drip watering device.

[niyad]

12. Thank you! That plastic watering bottle idea is excellent!

[Raine]

8. Raising a glass to him!🍷🕯nt

[mahatmakanejeeves]

10. Thanks. I saw the obit in The Wall Street Journal. yesterday. NT

[maxsolomon]

15. His family sold the Franzia brand off, so that box wine wasn't him.

He bought Charles Shaw out and used his name for the $2 Chuck. Shaw wasn't happy about it; it had been a prestigious winery.

He labelled his wine "Napa" even though few of the grapes came from there; there was a law passed requiring wine to have 70% of the grapes grown in Napa Valley to have that label. He sued and lost.

He democratized wine in America, but it's a mixed legacy to be sure. I certainly agree that good Vin de Table should be affordable for all to have with dinner - as it is in Europe. It's really tough to find a GOOD bottle under $10 after Trump's tariff BS, but I manage.