Bronco Wine Co. Bullish On Growth This Year
January 19, 2024Founded by the late Fred Franzia and his brother Joseph S. Franzia alongside their first cousin John G. Franzia on December 27, 1973, Bronco Wine Co. continues to rank among the top 15 wine marketers in the U.S., according to Impact Databank, at approximately 3.2 million cases. Bronco CEO Dan Leonard tells SND he sees ample opportunity ahead for the company, whose leadership has transitioned to its next generation—which includes 13 children of its founders—following Fred Franzia’s passing in 2022.
“I’m very bullish on this year going forward. We are going to be growing this business, whether it’s organically or through acquisitions,” says Leonard. Well-known value label Charles Shaw, or “Two Buck Chuck,” has been the anchor for Bronco over the years and continues to command volume of approximately 800,000 cases. That brand and other value-priced labels like Crane Lake (325,000 cases) and Coastal Vines (200,000 cases) could see increased opportunities ahead with “the stress to the consumer and their pocketbook and the economics of so many of them living paycheck to paycheck,” Leonard notes.
But while Bronco is known for value offerings, it has also expanded its portfolio above the $10 mark, with Leonard highlighting labels like Picket Fence ($22), Rare Earth ($14), Rosenblum ($12), Carmenet ($12), and Longevity ($13) as priority brands for the company. Picket Fence specializes in Russian River and Alexander Valley wines, while Rosenblum is known for Zinfandel, and Rare Earth is an organic brand. This year, Bronco intends to bolster its portfolio with several new additions for which details aren’t yet available, including higher-tier and organic wines.
The California market accounts for about 20% of Bronco’s overall business, with the company operating its Classic Wines of California distribution business in the state. That offers exposure to higher-priced wine segments as well as more imported brands, Leonard says, including labels like Il Poggiolo (Italy), Pasqua (Italy), Santa Carolina (Chile), and Monasteriolo (Spain).
Leonard adds that sustainability initiatives are also continuing apace, with Bronco holding 32,000 acres of California vineyards that are certified sustainable, along with 2,000 acres dedicated to organic grape-growing. “These are important initiatives to the family,” he says. “We’ve focused extremely heavily on organics and sustainability, both in the wineries and in the vineyards.” —Daniel Marsteller
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