Father of "Two Buck Chuck"

“Tell him to get f---ed."

Fred T. Franzia is dictating a message for his advertising consultant. Franzia, the chairman and CEO of Bronco Wine, is sitting in his office in the San Joaquin Valley of California. His family business is one of the largest wine companies in the United States, yet his headquarters is about as luxurious as a trailer at a construction site. It's a small, termite-ridden building beside a fence topped with barbed wire. Behind him are shelves lined with dozens of his wines, many costing less per bottle than a six-pack of beer. The bottles clink when the air conditioning kicks on. Trucks rumble through the gate by the guard shack outside the window. A gun safe gathers dust in the corner. He can't keep weapons anymore because he's a convicted felon.

Read the story of the man behind “Two Buck Chuck” wine. It’s refreshing to hear a person in the wine industry say that no bottle of wine is worth $100.