'Who says we're lower priced? We're the best price,' Fred Franzia said in 2009. 'The others, I think, are overpriced.'
in its first 12 years on the grocery chain's shelves, according to CNBC.
"Who says we're lower priced? We're the best price," he told the San Francisco Chronicle in a 2009 interview."The others, I think, are overpriced."A representative for Trader Joe's did not immediately respond to BuzzFeed News' request for comment on Franzia's death. Born in 1943, Franzia came from a long line of winemakers. His family founded the Franzia Brothers Winery but sold the brand to Coca-Cola in 1973, causing a bit of a rift in the family. The Franzia name is now best known for boxed wine, and the brand has no remaining relationship to Fred Franzia and the Bronco Wine Company.in 2009. “He just folded. And he and I went through a period of no communication, I think for five years. I just was pissed.
Franzia himself also dealt with his own controversies as a winemaker. In 1994, he pleaded guilty to fraud charges for falsely labeling the grape varieties on his wine labels, and a judge ordered him to step down as Bronco's president for five years. Over the years, he also pushed for looser laws on labeling wines.In its announcement of his death, the Bronco Wine Company noted that his work had allowed the company to remain family owned.
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