The Story Behind Trader Joe's 'Two-Buck Chuck' Wine

Ever wonder how Trader Joe’s stores can sell Charles Shaw wines — more commonly known as Two-Buck Chuck — for such low prices? just posted this interview with Fred Franzia, the man behind the discount drinks.

It helps that the Charles Shaw brand is owned by Franzia’s Bronco Wines, the fourth-largest wine producer in the country. And in the interview, Franzia — a nephew of wine titan Ernest Gallo — explains how he sees the low-priced wines as an inexpensive way for customers to introduce themselves to appreciating other wines.

In the end, it all comes down to taste and Franzia challenges skeptical drinkers to put Two-Buck Chuck up against any $5-10 wine in a blind taste test.

“If you can’t find the difference… then why spend the money?” He asks.

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