The same year Bronco Wine was born, his parents sold their namesake boxed-wine brand to Coca-Cola. The vintner also started the Charles Shaw brand, which gained popularity thanks to its “Two Buck Chuck” blend - a go-to for frugal wine shoppers at Trader Joe’s, where the drink sold for between $1.99 and $3.79. Franzia walking in his vineyard in Lodi, California. His legacy will endure for generations to come,” the statement continued. His entrepreneurial spirit, tireless dedication, and his commitment to both his family and to the Bronco family will forever be remembered. “Due to Fred’s vision, Bronco Wine Company has achieved vertical integration all while remaining family owned. When asked how Bronco Wine Company can sell wine less expensive than a bottle of water, Franzia quipped, “They’re overcharging for the water - don’t you get it?” according to the post on social media. He, along with his brother and cousin, started the company in 1973 with the intent to make wine accessible for daily consumption. “Fred passed early this morning at his Redwood home in Denair, California, with family by his side,” they wrote. On Tuesday night, the company’s Facebook page announced his death.
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