$10 bottle of wine at Ruby Tuesday

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:

“Franzia, his brother, and a cousin co-own Bronco and control at least 35,000 acres (140 km²) of vineyards under cultivation in the Central Valley, more than any other entity, including the E&J Gallo Wine Co., the industry behemoth co-founded by Franzia’s famous uncle, Ernest, and his brother, the late Julio Gallo. Bronco also controls its own distribution company, Classic Wines of California, which gives Franzia and his relatives a leg up on the competition when it comes to getting their products onto store shelves. Theirs is an empire that stretches from near Sacramento to the edge of the Tehachapi Mountains an hour north of Los Angeles, where Bronco is busy planting at least one new “section” — which is to say, 640 acres (2.6 km²), or a square mile — each year.” More from SF Weekly and Fred Franzia.

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