Franzia championed affordable wine for the masses and frequently criticized his higher-priced competitors. “Who says we’re lower priced? We’re the best price. The others, I think, are overpriced,” Franzia told the San Francisco Chronicle in 2009.
“Core to his vision was a belief that wine should be enjoyed and consumed on every American table,” Bronco’s statement said. “When asked how Bronco Wine Company can sell wine less expensive than a bottle of water, Fred T. Franzia famously countered, ‘They’re overcharging for the water — don’t you get it?'”
Bronco Wine is one of Ameria’s biggest wine companies, with a portfolio of more than 100 brands spanning from wine, spirits and ready-to-drink cocktails. Wine Spectator estimates that it’s the 13th largest wine marketer in the US, moving more than 3.4 million cases last year.
He’s survived by his five children, fourteen grandchildren and two sisters. In the statement, Bronco said that his “entrepreneurial spirit, tireless dedication, and his commitment to both his family and to the Bronco family will forever be remembered. His legacy will endure for generations to come.”