Franzia championed affordable wine for the masses and frequently criticized his higher-priced competitors.
“Who says we’re lower priced? We’re the best price. The others, I think, are overpriced,” Franzia told the San Francisco Chronicle in 2009.The wine, sold exclusively at Trader Joe’s since 2002, earned that nickname for its affordable price that undercuts its higher-priced competitors. “Take that and shove it, Napa,” he once said in an interview.
Bronco Wine is one of Ameria’s biggest wine companies, with a portfolio of more than 100 brands spanning from wine, spirits and ready-to-drink cocktails. Wine Spectator estimates that it’s the 13th largest wine marketer in the US, moving more than 3.4 million cases last year.
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