A tradition ends: ‘Two Buck Chuck’ prices itself out of a moniker

For 11 years Trader Joe’s held the line on the iconic Charles Shaw wine it sold in California for $2 a bottle, although it cost more elsewhere, establishing “Two Buck Chuck” as part of the lexicon. No more. The wine produced by Fred Franzia’s Bronco Wine Co. near Modesto—from grapes grown in the Central Valley, and bottled in Napa—is now $2.49. Mercury News