The story behind Charles Shaw wine (in case you've never heard it)

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.

Comments

[andy]

I WANT TO BUY SOME AND EXPORT TO OTHER COUNTRIES, ABOUT ONE TRUCK LOAD PER MONTH, SO I DON'T HAVE TO PAY THE TAX, AND I MIGHT GET A BETTER PRICING.
COULD YOUPLS GIVE ME SOME INFOR ON THIS?
millions of tks!

[Angela Hancock]

I live in Brooksville Florida and would like to buy a cse of Merlot. Where can I get it?

[bridget williams]

want to buy wine for export kindly advise on any necessary information
thanks

[Linda chan]

I would like to have Charles Shaw contact information, I would like to export Charles Shaw wines to another countries, about one container per two months. Thanks

[Melanie Andrews]

I'd suggest doing a bit more research...Fred Franzia has never owned the boxed Franzia wine. Franzia was originally Fred's father's company until the father sold it to Coca-cola, who sold it to another winemaker. The owner of Charles Shaw is not, and never has been, the owner of Franzia boxed wine.

[Chip]

Just purchased my 1st bottles of 3-buck Chuck (Minnesota). It really isn't half bad. A great everyday wine. The Chard and Shiraz were my personal favorites, while the merlot, was my least favorite. All in all, I will go back to Trader Joe's and stock up. I do like a good bottle of wine on occasion, but at these prices, I can afford to drink more wine. Enjoy!

[rlehmkuhl]

Great wine intoduced to us by close friends Bill, Caroline & Jill,we love it in KY.

[Lucifer]

I don't have a job and I beg for money so with these prices I can be a bum and get wasted every night for about 6 bucks!! Thanks 2 buck chuck from one alcholic to another

[Megan]

Fred Franzia owns Bronco Wine Company. Bronco Wine Company is the company that owns Charles Shaw wines...Fred Franzia is of no relation to the boxed wine company and he definatly lets that be known. He does not want Charles Shaw to be associated with Franzia, the boxed wine, because they are not affilated at all. Just so ya know..

[Bill]

I was introduced to Chuck over 2 years ago. I enjoy it! I have tried other brands, with similar satisfaction, but for the price, Chuck is my wine-of-choice.