Fred Franzia, the maverick behind the iconic Two Buck Chuck wine label, has passed away at the age of 79
Renowned for his advocacy of affordable wine in California, Fred Franzia breathed his last on Tuesday, September 13, at his residence in Denair, Stanislaus County. While the family confirmed his demise, the cause remains undisclosed.
Franzia, a staunch supporter of budget-friendly wines and a vocal critic of California’s highbrow wine scene, was famously quoted asserting that no bottle should exceed the $10 mark. His indomitable spirit and relentless ambition propelled him to establish a sprawling empire comprising vineyards, production facilities, and bottling plants across California. Co-founding Bronco Wine Co. in 1973, Franzia steered it to become one of the top 10 wine companies in the United States, boasting an array of brands.
In his characteristic candidness, Franzia once quipped to The Chronicle in 2009, “Who says we’re lower priced? We’re the best price. The others, I think, are overpriced.”
Under the Bronco umbrella, many familiar inexpensive wine labels thrived, including Crane Lake and Red Truck. However, it was the renowned Two Buck Chuck, formally known as Charles Shaw, that cemented the company’s legacy. Notably, Franzia wasn’t associated with the boxed-wine brand bearing his surname; that was sold by his parents to Coca-Cola in 1973. Today, the Franzia wine brand is owned by the Wine Group.
Controversy wasn’t unfamiliar to Franzia, who pleaded guilty to fraud charges in 1994 for misrepresenting grape varieties on wine labels, resulting in his resignation from the company’s presidency for five years. Despite facing opposition from within the industry, Franzia remained steadfast in his beliefs, advocating for relaxed labeling regulations, including the contested use of “Napa” on labels for wines originating from the Central Valley.
His son, Joey Franzia, expressed that his father’s legacy epitomized “great wine at a great price on every American table,” with Charles Shaw being the quintessential manifestation of this ethos.
Born in 1943 and raised in the Central Valley, Fred Franzia hailed from a lineage deeply rooted in California’s wine industry. His family ties included being a nephew of Ernest Gallo, a pioneer of E. & J. Gallo Winery.
After his parents sold the family business in 1973, Franzia, alongside his brother Joseph and cousin John, founded Bronco Wine Co. The company rapidly expanded its vineyard holdings and ventured into premium wine regions like Napa and Sonoma.
However, legal troubles marred Bronco’s journey, including a scandal involving misrepresentation of grape varieties. Franzia’s advocacy for relaxed labeling laws further strained relations within the industry, especially with the Napa Valley Vintners.
Despite the challenges, Franzia remained resolute in his vision, aiming to democratize access to quality wines at affordable prices. Even in his final years, he continued to champion this cause, albeit witnessing the inevitable price adjustments, like the slight increase in Charles Shaw’s price from its legendary $1.99 tag.
In essence, Fred Franzia epitomized the spirit of an old-school farmer from the Central Valley, embracing informal agreements and steadfast principles. His legacy extends beyond the bottles of wine he championed, leaving an indelible mark on California’s wine landscape.
Fred Franzia is survived by his children Renata, Roma, Joseph, Carlo, and Giovanna, along with siblings Joseph, Joellen, and Catherine, and 14 grandchildren.