Why is Trader Joe's Wine Cheaper Than Bottled Water?

Kris via Flickr // CC BY 2.0
Kris via Flickr // CC BY 2.0

More than one secret lurks in the aisles of Trader Joe’s, the trendy, organic-loving grocery franchise that was spawned from a chain of convenience stores in the 1950s. Shoppers have tried to guess whether their store brand mac and cheese is actually made by a major food label going incognito. (Verdict: No one’s really sure, but the mac does taste a lot like Annie’s.) Managers are called “captains” instead of managers because founder Joe Coulombe really liked the oceanic motif.

But the biggest mystery of Trader Joe’s may be in their liquor section, where their store-endorsed line of Charles Shaw wine sells for as little as $1.99 a bottle in some markets.

How can wine cost as much or less than an equal quantity of bottled water? More than just getting slightly tipsy, will you go blind? Will it work in your car’s carburetor?

Mack Male via Flickr // CC BY-SA 2.0

To understand how Charles Shaw sells wine for pocket change, it helps to know who Charles Shaw is—and why he has absolutely nothing to do with this story.

According to Thrillist, Shaw used his wife's money to buy 20 acres of Napa Valley land to start a winery in 1974. Business was brisk, and Shaw knew his high-end wine from grape juice. The Charles Shaw label came to represent quality among wine aficionados, and his business grew to include 115 acres by the late 1980s.

Unfortunately, Shaw’s business acumen was not always as refined as his palate. A mistake in the kind of wax used for his wine barrels—petroleum-based instead of beeswax—tainted a massive supply, and Shaw was forced to discard 1400 barrels of vino and suffer hundreds of thousands of dollars in losses. He also erroneously anticipated a demand for Burgundy-style wines, stocking up just as demand was slowing. Root lice infested his crops, chewing at his grapes. By 1992, Shaw was more or less the Job of the winemaking trade.

With his business bankrupt, Shaw submitted to an auction of the winery’s assets. The trade name was purchased by Fred Fanzia, owner of the Bronco Wine Company. With Shaw off pursuing other opportunities, his name—and his former brand—was left in Fanzia’s hands.

Bronco sells more than 80 different wine labels at varying price points. For Trader Joe’s, Fanzia decided to aim for the kind of traffic-stopping signage that would get people talking. His line of Charles Shaw wines debuted in Trader Joe's stores in 2002 and sold for $1.99 a bottle in many markets, which quickly earned it the nickname “Two Buck Chuck.” Wine connoisseurs debated the practicality of offering quality wine at such a low price; college students filled up grocery carts with them.

Objectively speaking, it’s probably not very good wine. Reviewers have dubbed it “undrinkable” and “sugar water.” But Bronco is able to profit for a number of reasons. For one, many of their vineyards are located in California's San Joaquin Valley, which is comparatively cheaper real estate than the Napa or Sonoma territories. Two, the wine is often fermented with oak chips, a cheaper process than fermenting the wine in barrels. Most importantly, the grapes are machine-harvested, which keeps costs down but might result in a more sugar-laden wine. Bronco also keeps shipping costs low by using lightweight bottles.

Does Shaw, who is currently marketing software for cardiac surgery monitoring, have any issue with his name being associated with econo-booze? Yes, he does. In a 2013 interview with The Weekly Calistogan, he called the Two Buck Chuck label “embarrassing and demeaning.” Trader Joe’s would call it profitable. The store has moved more than 800 million bottles since 2002.

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Take Advantage of Amazon's Early Black Friday Deals on Tech, Kitchen Appliances, and More

Amazon
Amazon

This article contains affiliate links to products selected by our editors. Mental Floss may receive a commission for purchases made through these links.

Even though Black Friday is still a few days away, Amazon is offering early deals on kitchen appliances, tech, video games, and plenty more. We will keep updating this page as sales come in, but for now, here are the best Amazon Black Friday sales to check out.

Kitchen

Instant Pot/Amazon

- Instant Pot Duo Plus 9-in-115 Quart Electric Pressure Cooker; $90 (save $40) 

- Le Creuset Enameled Cast Iron Signature Sauteuse 3.5 Quarts; $180 (save $120)

- KitchenAid KSMSFTA Sifter with Scale Attachment; $95 (save $75) 

- Keurig K-Mini Coffee Maker; $60 (save $20)

- Cuisinart Bread Maker; $88 (save $97)

Home Appliances

Roomba/Amazon

- iRobot Roomba 675 Robot Vacuum with Wi-Fi Connectivity; $179 (save $101)

- Fairywill Electric Toothbrush with Four Brush Heads; $19 (save $9)

- ASAKUKI 500ml Premium Essential Oil Diffuser; $22 (save $4)

- Facebook Portal Smart Video Calling 10 inch Touch Screen Display with Alexa; $129 (save $50)

- Bissell air320 Smart Air Purifier with HEPA and Carbon Filters; $280 (save $50)

Video games

Nintendo

- Legend of Zelda Link's Awakening for Nintendo Switch; $40 (save $20)

- Marvel's Spider-Man: Game of The Year Edition for PlayStation 4; $20 (save $20)

- Marvel's Avengers; $27 (save $33)

- Minecraft Dungeons Hero Edition for Nintendo Switch; $20 (save $10)

- The Last of Us Part II for PlayStation 4; $30 (save $30)

- LEGO Harry Potter: Collection; $15 (save $15)

- Ghost of Tsushima; $40 (save $20)

Computers and tablets

Microsoft/Amazon

- Apple MacBook Air 13 inches with 256 GB; $899 (save $100)

- New Apple MacBook Pro 16 inches with 512 GB; $2149 (save $250) 

- Samsung Chromebook 4 Chrome OS 11.6 inches with 32 GB; $210 (save $20) 

- Microsoft Surface Laptop 3 with 13.5 inch Touch-Screen; $1200 (save $400)

- Lenovo ThinkPad T490 Laptop; $889 (save $111)

- Amazon Fire HD 10 Tablet (64GB); $120 (save $70)

Tech, gadgets, and TVs

Apple/Amazon

- Apple Watch Series 3 with GPS; $179 (save $20) 

- SAMSUNG 75-inch Class Crystal 4K Smart TV; $998 (save $200)

- Apple AirPods Pro; $199 (save $50)

- Nixplay 2K Smart Digital Picture Frame 9.7 Inch Silver; $238 (save $92)

- All-New Amazon Echo Dot with Clock and Alexa(4th Gen); $39 (save $21)

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What Is My Turkey Wearing Frilly Paper Hats On Its Legs?

All dressed up and nowhere to go.
All dressed up and nowhere to go.
Matt Cottam via Flickr // CC BY-NC-ND 2.0

Donning a chef’s hat while you cook Thanksgiving dinner is one thing, but sticking a tiny one on the end of each crispy turkey leg seems like it might be taking the holiday a bit too far.

Over the years, these traditional paper coverings have been called many creative names, including turkey frills, turkey booties, and even turkey panties. And while they’ve fallen out of fashion in recent decades, they originally served a very specific purpose. According to 19th-century writer John Cordy Jeaffreson, paper trimmings gained popularity in the 17th century as a way for women to keep their hands clean while they carved meat.

“To preserve the cleanness of her fingers, the same covering was put on those parts of joints which the carver usually touched with the left hand, whilst the right made play with the shining blade,” he explained in A Book About the Table in 1875. “The paper-frill which may still be seen round the bony point and small end of a leg of mutton, is a memorial of the fashion in which joints were dressed for the dainty hands of lady-carvers, in time prior to the introduction of the carving-fork.”

When etiquette books started encouraging "lady-carvers" to use carving forks, the paper didn’t become obsolete—it just got frillier. During the 19th and 20th centuries, chop frills were a cute and classy way to conceal the unsightly leg bones of roast turkey, lamb, chicken, or any other bird. “Dress up any leggy food with them for parties or the children’s birthdays,” Iowa’s Kossuth County Advance wrote in 1951. “They will be thrilled.”

If you’d like to dress up a leggy food or two this Thanksgiving, here are some instructions for making your own chop frills, courtesy of HuffPost.

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