$2 wine beats a $67 wine

That’s what an article in the December 5, 2005, issue of US News and World Report said of the Charles Shaw label of the Bronco Wine Co. The $1.99 bottle of Charles Shaw (a.k.a. “Two-Buck Chuck”) beat a $67 bottle of Chardonnay in a blind tasting.

Fred Franzia, owner of Bronco Wine, came out with a $3.99 Napa Creek label this summer. According to the article, Franzia has a colorful history and doesn’t play well with the other vintners in Napa County, but if he can lower the price point of a decent, even good, bottle of Napa Valley wine, why not? I’m not one for mystique or hob-snobbery — I want price!

Industries really need to be turned on their ear once in a while by someone who bucks the status quo and does things — better — in a totally different way. I’ll gladly go with a discount real estate broker to avoid paying 6%; besides, according to Freakonomics, the agents really aren’t going to work to get the extra $10k out of the buyer for your house! Or a $40 cell phone plan with no roaming — ever — and unlimited calling? Man, I’d sign up for that one in a hurry. $10 broadband service? A $2,000 new car? I’m confident someone will think of a way to do it and still make a profit.