Los Angeles Business Journal

Two-Buck Chuck Price Goes Up

By David Nusbaum Wednesday, January 16, 2013

Don’t call it “Two-Buck Chuck” anymore. The Charles Shaw wine sold at Trader Joe’s is going up in price to $2.49 at stores throughout California starting today.

The wine has maintained the same price since its debut 11 years ago, although it now ranges in cost from $2.49-$3.79 in other states where distribution costs and taxes on alcoholic beverages have added to the price. Now, it’s finally seeing an increase in its last holdout – California.

“We work hard to have every item in the store at an intersection of quality and price that highlights outstanding value,” said Alison Mochizuki, spokeswoman for Trader Joe’s. “In general, our retail prices change only when our costs change.”

The Monrovia grocer sells about 5 million cases each year of the Charles Shaw brand, owned by Bronco Wine Co., and has sold more than 600 million bottles since it first hit the shelves 11 years ago.

“We’ve held a $1.99 retail price for 11 years. Quite a bit has happened during those years and the move to $2.49 allows us to offer the same quality that has made the wine famous the world over,” Mochizuki said.