In California, Two-Buck Chuck has been upchucked … from $1.99 to $2.49.
Is nothing sacred?
* * * * *
Here’s what’s behind the end-of-an-era pricing move …
According to the Associated Press …
For the past decade, shoppers at Trader Joe’s stores on the West Coast have paid just $1.99 for a bottle of Charles Shaw shiraz or cabernet sauvignon.
Last year, Trader Joe’s sold more than 5 million cases of the vino.
The Charles Shaw brand was able to maintain such low prices for so long in part because its parent company, Bronco Wine Co., owns 45,000 acres of vineyard land.
That helped the company ride out wild fluctuations in grape prices like those the industry has seen in recent years.
But there were bad crops in 2010 and 2011, and that certainly impacted the entire industry …. including Bronco.
Wholesale prices (from Bronco to Trader Joe’s went up), so TJ’s – which held a $1.99 retail price for 11 years – had to bump the retail price to $2.49.
Most customers seem to have taken the price increase in stride.
But, there’s the question of the name … the nickname.
“Two-and-a-half-Buck Chuck” just doesn’t cut it.
Can’t just call it “Chuck” … that doesn’t feel right.
it’s already known as “Three-Buck Chuck” in some East Coast markets where it sells for $2.99 a bottle.
Start getting used to that name.