Fred Franzia, creator of 'Two Buck Chuck' and champion of affordable wine, has died [View all]

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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.

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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.

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