Three times wholesale cost has been the unfortunate standard for restaurant bottle pricing for years. But Fred Franzia (who vehemently denies any relation to the same-name boxed wine) and his Bronco Wine Company have worked out a deal with the Ruby Tuesday 800+ location chain to sell their Bronco Coastal Vines Chardonnay for $10 on the wine list. It's only a one-week-long promotion (that reportedly also includes Beringer and Lost Angel selections) but perhaps if it's successful, it might make other restaurants take notice. Find Ruby Tuesday locations.
Bronco Wine Company is the fourth largest wine producer in America, has 40 brands under its moniker, and is behind the wildly successful, uber value brand, Charles Shaw or its affectionate nickname, Two Buck Chuck. More about the brand in a profile from SF Weekly in San Francisco: