Fred Franzia, the California winemaker behind 'Two Buck Chuck,' died Tuesday at 79. He was guided by a simple belief: A person should not have to pay more than $10 for a bottle of wine.
Fred Franzia, the man behind Charles Shaw brand wine, also affectionately known as"Two Buck Chuck," brought affordable wine to the masses.Stephen Osman/Los Angeles Times via Getty Image
"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?'" his plethora of brands and his savvy business tactics of buying and selling wine in bulk at opportune times, as detailed byProbably 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.affordability.
Carol Emert, a wine columnist at the time, told NPR she wasn't surprised at how well the Charles Shaw brand did.
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