Fred Franzia
Fred Franzia | |
|---|---|
| Born | May 24, 1943 Modesto, California, U.S. |
| Died | September 13, 2022 (aged 79) Denair, California, U.S. |
| Occupation(s) | Vintner, businessman |
| Known for | Co-founder and CEO of Bronco Wine Company; Charles Shaw wine ("Two-Buck Chuck") |
Fred Thomas Franzia (May 24, 1943 – September 13, 2022) was a prominent American vintner and the co-founder and chief executive officer of the Bronco Wine Company, the producer behind the well-known Charles Shaw label, popularly referred to as "Two-Buck Chuck".
Early life
Originating from Modesto, California, Franzia hailed from a family with a longstanding tradition in winemaking. His grandparents, Giuseppe and Teresa Franzia, who were Italian immigrants, founded a winery in 1910. The family enterprise was taken over by his father Joseph and siblings in 1949, who renamed it Franzia Brothers Winery. Additionally, Fred was related to the notable wine industry personality Ernest Gallo as his nephew.
Career
Following his graduation from Santa Clara University in 1965, Franzia entered the family wine business. After the winery’s sale to Coca-Cola in 1973, he partnered with his brother Joseph and cousin John Franzia to establish Bronco Wine Company, where he served as CEO. Bronco's business model largely involved bottling wines obtained from other producers. In 1995, Bronco purchased the Charles Shaw brand from a bankrupt entity and introduced an affordable wine range in 2002 priced at $1.99 per bottle. Marketed exclusively through Trader Joe's, "Two-Buck Chuck" gained widespread acclaim, with sales surpassing one billion bottles by 2018.
Franzia was an advocate for making wine affordable, asserting that quality wine should be available on every American dining table at prices below $10 per bottle. The "Two-Buck Chuck" brand is recognized for democratizing wine consumption and reshaping an industry once seen as elitist. The New York Times remarked that Franzia "revolutionized the wine sector."
Personal life
Franzia experienced two marriages ending in divorce and fathered five children during his first marriage. He passed away at age 79 at his residence in Denair, California, close to Modesto.