San Francisco Chronicle.(Private PARTICULARS)(Trader Joe's Company Inc. Two-Buck Chuck)(Brief article)

Private Label Buyer, July, 2006

With its tongue firmly in its cheek, the San Francisco Chronicle has suggested that Trader Joe's "Two-Buck Chuck" private label wine be declared California's state wine. In an editorial critical of the state senate's handling of a bill to designate zinfandel as the official state wine, the paper noted that California wines showed the world that a good wine can be young and unpretentious.

With that in mind, the editorial went on to recommend that Two-Buck Chuck (the nickname given by consumers to Trader Joe's own Charles Shaw brand) be given fair consideration since it is "the reigning prince of inexpensive, drinkable wine."