“Two Buck Chuck” Sells One Billion Bottles

February 12, 2016 – If you shop at Trader Joe’s, you almost certainly know about its exclusive line of Charles Shaw wines.  Introduced in 2002 and priced at $1.99 a bottle, the were wines dubbed “Two Buck Chuck” by some wag and the name has stuck even though they now cost $2.49 in California and over $3.00 in many markets across the country.

Two Buck Chuck took consumers by storm as the wine industry reeled.  The man behind the brand is Fred Franzia, CEO of Bronco Wine Company located in Ceres, California, which is in the San Joaquin Valley.  At 40,000 acres Bronco is the largest vineyard owner in California, with vineyards in areas other than the Central Valley. At a recent gathering of wine industry people he delivered the keynote speech to a sellout crowd and no doubt delighted in telling the audience that Two Buck Chuck aka Charles Shaw wines had now sold more than a billion bottles.

Is it worth drinking?  The Cabernet Sauvignon isn’t bad.  Soft and quite fruity to a bit sweet, it works on those evenings when you want something uncomplicated and easy to drink, especially if you are on a budget, or having a no fuss meal.  You can splash some in the pot roast and not feel guilty.  Or pour a second glass.  All the reds fit in this category.  We tried the Sauvignon Blanc once but weren’t impressed.  Haven’t tried the other whites or blush wines so can’t comment but we do see carts loaded up with them.  We’ve paid more and had worse so we’d say the Charles Shaw wines are worth drinking if you can find what you like.  A billion bottles sold kind of answers the question, doesn’t it?