One thing I promised myself when I started this blog was that I would never review "2 buck Chuck" (Charles Shaw wine- $3 buck Chuck on the east coast). It's not that I have anything against Charles Shaw, it's just that every wine blog that mentions cheap wine seems to feel compelled to review it.
So, in order to keep my promise to myself while still giving accolades to the wine that is not only one of Trader Joe's best selling wine, but is also the wine that has had some of the greatest impact on the industry in recent memory, I've decided to blog about the story behind Charles Shaw.
This story has been written about many times over the past few years, but for most people the mystery remains. If you ask the majority of people about who produces Charles Shaw (box wine maker Franzia), or how they can produce wine so cheaply (by purchasing other winery's excess grapes for pennies on the dollar), only a rare few would know the answers. This is why I've decided to revive the story in this blog.
About Charles Shaw
Charles Shaw wine debuted in 2001, but did not gain significant traction until 2002. In June 2003, Diane O-Brien wrote an article at brandchannel.com that provides a great overview of the Charles Shaw story. I've included select passages from her article below.
"Charles
Shaw, an investment banker with a passion for wine, came to Napa in the
1980s hoping to sell Beaujolais under his own name. It didn't happen.
He left, and Bronco Wine, under CEO.. Fred
Franzia (you might recognize his name from boxed wine) bought the brand
name. Bronco Wine now controls 35,000 acres of vineyard in California
and owns a number of wine brands including Forest Glen, Estrella,
Montpellier, Grand Cru, Silver Ridge, Rutherford Vintners, Hacienda,
FoxHollow, and Napa Ridge brands. Franzia labeled his two-dollar wine Charles Shaw.
The price reflects less on the quality and more on California's
overabundance of grapes. With the dot-com boom in full effect in the
90s, vineyards were reaping the benefits and planting vine after vine. [The dot-com bust left the area] with little demand and a huge supply [of] good-quality [grapes]."
Within a year or so, Charles Shaw wines were selling more than a million bottles a month. According to O'Brien, "Charles Shaw [did] this all without an ounce of marketing or
advertising. It hit the right target at the right time, with a good
product (unlike boxed wine, Chuck is dry like more expensive wine -- no
sugar added), and created a sophisticated package instead of dumping it in a tacky box."
I could not find current sales data for Charles Shaw wines, but I do know that however the wines are selling these days, the impact they've had on the industry is profound. As a wine maker once said to me- "I love Charles Shaw. I'd never drink it, but it sure got a hell of a lot of people who would never buy a bottle of wine to go out and give it a try." About 4 years ago, I was definitely one of those people he was referring too.