7/27/2023 0 Comments Franzia wines![]() ![]() The way he rolls his eyes, tracing an elaborate, hundred-and-eighty-degree arc, is almost camp. (He has cut out fried food and tries to limit himself to two glasses of wine a night.) His shape is squarish, like a gourmet marshmallow. He is not tall, and he is heavy, despite having lost sixty pounds in three months last year. Jim Carter, a salesman who represents Bronco’s products overseas, says that at these prices the competition for wine is bottled water.įranzia is sixty-five and twice divorced, with silver hair and a smile that steals wickedly across his face. He believes that no bottle of wine should cost more than ten dollars. Franzia’s objective is to sell as much wine as possible-he sells twenty million cases a year now, which makes Bronco the fourth-largest winery in the United States, and would like to reach a hundred million-and his strategy is to charge next to nothing for it. Gallo Winery and his company, Bronco, has annual revenues of more than five hundred million dollars. “Four hundred million and climbing.” Franzia owns forty thousand acres of vineyards, more than anyone in the country he crushes three hundred and fifty thousand tons of grapes a year, more, he figures, than anyone but his cousin Joseph Gallo, at E. ![]() Not long ago, Fred Franzia celebrated the sale of the four-hundred-millionth bottle of Charles Shaw, a wine that costs $1.99 at Trader Joe’s and is known by the chummy nickname Two Buck Chuck. They want to pretend they’re royalty.” Illustration by Ralph Steadman ![]() Speaking of the San Joaquin Valley and Napa, Fred Franzia says, “We are who we are. ![]()
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