Fred Franzia, creator of 'Two Buck Chuck' and champion of affordable wine, has died

https://www.npr.org/2022/09/15/ [login to see] /fred-franzia-two-buck-chuck-wine-bronco-dies
Fred Franzia, the man behind the famous "Two Buck Chuck," died on Tuesday at age 79.

The Franzia family and the Bronco Wine Company announced Franzia's death on Instagram. Franzia founded the company with one of his brothers and a cousin in 1973. The trio aimed to create "high quality wines at a value for wine consumers."

"Core to his vision was a belief that wine should be enjoyed and consumed on every American Table," the company said. "When asked how Bronco Wine Company can sell wine less expensive than a bottle of water, Fred T. Franzia famously countered, 'They're overcharging for the water — don't you get it?'"

The California winemaker said countless times over his career that a person should not have to pay more than $10 for a bottle of wine. The thought, while appealing to many, was just as distressing to many people who indulge in more expensive wines.