It's also competed with pricier wines and come out on top. The price has gone up some, but 'Two Buck Chuck' still remains well within grasp for those who value affordability. For years, consumers could grab a bottle or two for just $1.99 each. Probably none of these are more famous than the Charles Shaw brand that is sold exclusively at Trader Joe's grocery stores. Still, Franzia did well to bring affordable wine to the masses through his plethora of brands and his savvy business tactics of buying and selling wine in bulk at opportune times, as detailed by The New Yorker. The thought, while appealing to many, was just as distressing to many people who indulge in more expensive wines. The California winemaker said countless times over his career that a person should not have to pay more than $10 for a bottle of wine. Franzia famously countered, 'They're overcharging for the water - don't you get it?'' 'When asked how Bronco Wine Company can sell wine less expensive than a bottle of water, Fred T. 'Core to his vision was a belief that wine should be enjoyed and consumed on every American Table,' the company said. The trio aimed to create 'high quality wines at a value for wine consumers.'

Franzia founded the company with one of his brothers and a cousin in 1973. The Franzia family and the Bronco Wine Company announced Franzia's death on Instagram. Fred Franzia, the man behind the famous 'Two Buck Chuck,' died on Tuesday at age 79.

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