Fred Franzia, the Californian wine magnate known for creating Two Buck Chuck, died on Tuesday 13 September at the age of 79 at his home in Denair (Stanislaus County). Family members confirmed the death but did not indicate the cause.
Franzia has been a lifelong advocate of inexpensive wine and a critic of California’s elite wine culture, often proclaiming that no bottle should cost more than $ 10. She was blunt and brazenly ambitious, building a vast empire of vineyards, plantings manufacturing and bottling facilities throughout California. Eventually, she grew Bronco Wine Co., the company she co-founded in 1973, into one of the 10 largest wineries in the United States, incorporating dozens of brands.