Fred and Joe Franzia attended Santa Clara University and picked their school symbol for the company.

The wines became nicknamed "Two-Buck Chuck" and were sold exclusively through Trader Joe's stores.

His business model is based on ownership of over 45,000 vineyard acres (180 km2), the largest in the country, and the continuing surplus of grapes.

[9] "We choose to sell good quality wines at $2 a bottle because we think it's a fair price," Fred Franzia told ABC News.

Franzia also pleaded guilty to his involvement, paid a $500,000 fine, stepped down as Bronco's president and member of the company's board of directors, and agreed to refrain from involvement with grape purchasing for five years in lieu of prison time.

[13] Franzia has also been at odds with California's premium winemakers for several years over his inclusion of Napa and other related appellation terms on the labels of his wines.