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Is this the Year for Two Buck Chuck Economics?

The Two Buck Chuck Platform

In a year in which people seem to be attracted by "mavericks" there should be attention paid to Fred Franzia's willingness to 'Two-Buck Chuck' the elite world of California wine. Talk about taking on the system! While would-be wine connoisseurs were knee deep in $20 bottles of wine, Franzia introduced Two Buck Chuck and shook up the establishment. Experts insisted that there was no way a Two Buck Chuck bottle of wine (okay, $1.99) could possibly measure up. Consumers had a whole different attitude - one based first on the value of Two Buck Chuck, and then, on taste.

Two Buck Chuck hits Gold

As people became familiar with the displays of Two Buck Chuck at Trader Joes stores, they equated it with other bargains at the feisty food chain and gave it a try. Way before it was lauded by some wine tasters at the California State Fair average consumers were singing the praises of Two Buck Chuck. At the same time, the insular wine community continued to insist that a decent wine could not be had for such chump change! Back home, people popped open a bottle of Two Buck Chuck - cheaper than some bottled waters - and enjoyed wine with dinner. Chardonnay, Merlot, Cabernet Sauvignon and other varieties (Franzia eschews the fancy moniker "varietals") of Two Buck Chuck were judged just fine by Joe Sixpack and the soccer moms of recent political fame.

Then came that blind tasting at the California State Fair. Two Buck Chuck went up against some heavy hitters whose bottles of wine easily top $15 and much higher. The judges selected Two Buck Chuck for the Gold Medal affirming Franzia's outrageous claims that wine doesn't have to cost a lot to taste really good. Well, lots of T.J. customers already knew that Two Buck Chuck was a value all the way around!

Never too Much Two Buck Chuck

Once consumers discovered the economic and gustatory charms of Two Buck Chuck, they became smart buyers. Finding a particularly tasty Two Buck Chuck Merlot, for example, they bought up a case. Despite the popularity of Two Buck Chuck resistance remains among the wine country elite. This does not deter the determined winemaker that brought the Two Buck Chuck label to market. In fact, he finds the challenge inspiring. Since the wild success of Two Buck Chuck, Franzia's tossed down the gauntlet and worked to bring the Two Buck Chuck concept to the restaurant scene. It's his contention that a decent bottle of wine can be sold in restaurants for under $10 and the establishment can still make money on it. Several months after issuing his dare, no dining establishment had picked up on the Two Buck Chuck strategy. Times 'they are a changing'.

Perhaps, given the turns in the economy, some enterprising eatery will take Franzia up on his Two Buck Chuck (make that Ten Buck) challenge. Until then Franzia and his Two Buck Chuck fans need only to look to the market for proof of value - Two Buck Chuck may not be a Wall Street bottle of wine but is sure is popular on Main Street!