Two-Buck Chuck price goes up

24th January, 2013 by Lucy Shaw

The price of a bottle of “Two-Buck Chuck”, Charles Shaw’s popular California wine brand, has ended its 11-year run at US$1.99.

Two Buck Chuck

This week, Trader Joe’s grocery stores throughout California has put the price of “Two-Buck Chuck” up to $2.49 a bottle.

The wine has maintained its $1.99 price tag in California since it came onto the market 11 years ago, but ranges from $2.49-$3.79 in other US states due to tax and distribution costs.

“We’ve held a $1.99 retail price for 11 years.

“Quite a bit has happened during those years and the move to $2.49 allows us to offer the same quality that has made the wine famous the world over,” Alison Mochizuki, spokeswoman for Trader Joe’s, told the Los Angeles Business Journal.

“In general, our retail prices change only when our costs change,” she added.

Trader Joe’s sells 5 million cases of Charles Shaw wines a year, and has sold more than 600 million bottles of “Two-Buck Chuck” since it first hit the shelves in 2002.

The $2.49 price tag has shoppers searching for new names, with some customers joking that the brand should now be called “Upchuck.”

Owners of the Charles Shaw brand, the Bronco Wine Company, said it was able to keep the price so low because it owns 18,000 hectares of vineyard, which insulated it from large fluctuations in grape prices.

But bad harvests in 2011 and 2012 have impacted on the price.

The Charles Shaw range is formed of a number of single varietal wines, including Chardonnay, Merlot, Cabernet, Sauvignon, Shiraz, Sauvignon Blanc, Pinot Grigio, White Zinfandel and Valdigué in the style of Beaujolais Nouveau.

Earlier this month we reported that the average price for a bottle of wine in the UK off-trade has broken through the £5 barrier for the first time to £5.03.

2 Responses to “Two-Buck Chuck price goes up”

  1. Rob Lewis says:

    I bought a bottle of one of their reds a couple of years ago. According to the label, it was a year old. According to my taste buds, It was maybe a couple of weeks old. I used to work at a winery, and I think I know what I’m talking about.
    You could say “What do you expect for $2?” And I would say “I expect them not to mislabel their vintages.”

    • Jerry Helffrich says:

      Well, I’m not a wine connoisseur, but I did have this sensation that Two Buck Chuck was very raw, and a sort of WTF?! Why not put something in it or let it age? I suppose it has expanded the user base for wine, though. Isn’t that OK?

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

New Business Development Manager Nordic

Concha Y Toro
Stockholm, Sweden

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more