"It's what we want to do. We want to be our own boss, we want to be in control of the quality level, and we don't want to drop the quality level to the consumer or charge more for it. We choose to be where we're at, and we're proud of the fact that that we can supply wines at the prices we do. It's not accidental, believe me," Franzia said.
One of the bankrupt labels Bronco bought was Charles Shaw. Now they have shelves full of brands -- including Napa Creek and Napa Ridge.
At age 66, Franzia's not thinking about slowing down, especially not as he's about to sell his 500 millionth bottle of Two Buck Chuck.
In spite -- or perhaps because of -- his focus on the bottom line, Franzia insists his model is good for the industry as a whole, making wine accesible to more Americans. "I'm not a bad boy. I'm in the wine business to make money. That's good for the country, I think, and good for the consumer," he said.
As his affordable wines gain some traction with the wine establishment -- his 2005 Charles Shaw Chardonnay was honored as "best chardonnay" at the California State Fair Commercial Wine Competition -- Franzia is increasingly disdainful of his higher-priced competitors, and their claims to superior quality.
"We do the same thing and it doesn't cost money. So, one of us is telling the truth and one of us isn't. You take your choice," he said.