New Yorker on Franzia
Great article in this week’s New Yorker about Fred Franzia (print/kindle/registration only, sadly):
Fred Franzia owns forty thousand acres of vineyards, more than anyone in the country; crushes three hundred and fifty thousand tons of grapes a year; and his company, Bronco, has annual revenue of more than five hundred million dollars. Recently, Franzia celebrated the sale of the four-hundred-millionth bottle of Charles Shaw, known as Two Buck Chuck, which is sold for $1.99 at Trader Joe’s. Franzia’s objective is to sell as much wine as possible—he sells twenty million cases a year now, making Bronco the fourth-largest winery in the U.S., and would like to reach a hundred million. He believes that no bottle of wine should cost more than ten dollars.
