Two-Buck Chuck No More

It was bound to happen. Inflation has caught up to Trader Joe's wildly successful Charles Shaw wines, ten years after "Two Buck Chuck" became a phenomenon. It's been a long time since we've bought a bottle -- go ahead, spend a few more dollars and try some other stuff -- but it's a sad day nonetheless for bargain hunters.

According to the Los Angeles Business Journal (by way of LAist), the price will now be $2.49 a bottle -- still cheaper than on the East Coast, where it sells for $2.99 or more. I guess call it "Two-And-A-Half-Buck Chuck"? Maybe get Ashton, Jon and Angus to promote it? Details from the paper:

“We work hard to have every item in the store at an intersection of quality and price that highlights outstanding value,” said Alison Mochizuki, spokeswoman for Trader Joe’s. “In general, our retail prices change only when our costs change.”

The Monrovia grocer sells about 5 million cases each year of the Charles Shaw brand, owned by Bronco Wine Co., and has sold more than 600 million bottles since it first hit the shelves 11 years ago.

“We’ve held a $1.99 retail price for 11 years. Quite a bit has happened during those years and the move to $2.49 allows us to offer the same quality that has made the wine famous the world over,” Mochizuki said.

In this 2003 Franklin Avenue blog post, we talked to a Napa Valley winery about how "Two-Buck Chuck" was hurting the state's wine industry. The guy we talked to was also bemoaning the coming of Napa's first Trader Joe's. Read all of our Two-Buck Chuck posts here.

Curse of the Two-Buck Chuck
Back when we visited Napa in July, we stumbled upon a small winery (Phoenix Vineyards) and ended up talking to the owner. It was a great experience -- he sampled wines straight from the barrel for us. His hands were cracked and red, and he couldn't talk long -- it was time to bottle.

But he was extremely gracious. One of the things we talked about was the impending arrival of the first Trader Joe's in Napa. And you know what that meant: The arrival of Charles Shaw wine -- more popularly known as "Two-Buck Chuck" -- to the region.

Charles Shaw came about when Bronco Wine Co. realized they could buy up excess grapes in the state at a huge discount -- and produce a cheap but still decent wine in the process.

Our friend at the Phoenix Vineyard talked about how "Two-Buck Chuck" was hurting much of the California wine industry. Believe it or not, Charles Shaw made up 12 % of all California wine shipments last year. Trader Joe's is the primary seller of the wine.

Maria and I have downed several bottles through the years -- cheap and tasty stuff, after all. But we've also moved away from it, as we try to expand our palate to more adventuresome (and slightly more expensive) wines.

The L.A. Times today sips on the arrival of Trader Joe's to Napa, and how Two-Buck Chuck has even become a best-seller in Wine Country.

New York Eats Los Angeles

Was I homesick for L.A. last week? Perhaps. Everywhere I turned during my seven days in New York, I saw a reminder of our fine hometown. L.A. is invading N.Y. -- but sorry guys, you're gonna still have to fly here for In n' Out, Langer's and Philippes. You can't have it all.



Yup, the ubiquitous Pinkberry has made it out to Manhattan -- Koreatown (or, more like Koreastreet) on 32nd and 5th. New Yorkers appear slightly curious about The Yogurt That Lindsay Eats, but it wasn't all that crowded when I passed by.

However, the Pinkberry craze is enough to have already spawned another L.A. trend:



The Pinkberry Clones. Here, a joint that calls itself "Crazy Bananas" promises the same sour yogurt that launched a million "Stars, They're Just Like Us" columns.



Trader Joe's! Located on 14th, near Union Square, our little dose of California supermarket nirvana finally made it to Manhattan last year. The store is still foreign enough that a big sign screaming "GROCERIES" remains in the window. Trader Joe's long ago went national, with stores on the east coast and in Chicago, for example... but now that it has reached New York, the media once again went ga-ga for Two-Buck Chuck -- but in New York City, at least, it's been renamed: "Three-Buck Chuck" (cue Nelson: "Ha-ha!").



Of course, at least in Manhattan, you won't find Two (er, Three)-Buck Chuck at Trader Joe's proper. Nope, you gotta hit the Trader Joe's wine shop next door.



I just assumed a chain like California Pizza Kitchen had been in Manhattan forever... but the second CPK in all of the borough just opened for business last week (around the corner from my hotel) while I was there. The place was mobbed -- seriously people, just pick up Trader Joe's pizza dough and BBQ sauce, and make a BBQ chicken pie yourself.



I spotted this cafe next to my fave NYC building, the Flatiron, and went inside. What makes the L.A. in L.A. Cafe? Turns out, nothing.

So Maybe This Is Why "Two-Buck Chuck" is So Cheap

Reports the L.A. Times: "Four former employees of the company that produces the wine known as Two Buck Chuck are suing, saying they weren't paid for working overtime or given lunch breaks.

"According to papers filed in Napa Superior Court, Perry Roberts, Brian Bingham, David Yoch and Scott Christensen say they were classified as exempt from overtime even though their work was primarily manual."

Bronco Wine Co. produces the Charles Shaw wine.

Maria and I have been on the "Two-Buck-Chuck" kick for months now. If you're not hip to the Trader Joe's groove, that's the $1.99 Charles Shaw wine that's sold exclusively at TJ's and manufactured by Bronco Wine Co. Bronco took advantage of a wine grape glut in California, bought up a host of vineyards' excess grapes and has now bottled millions and millions of cases of cheap wine. The upshoot: Wine experts say it's not bad stuff. It's probably the equivalent of $15 wine, they say, and is an excellent starter wine for people just getting into the stuff.
It's become so popular, according to the L.A. Times, that 2 million cases have been shipped to Trader Joe's in just the first four months of 2003-- and it now accounts for 19 percent of all wine sold in California--amazing! It's now making other vinters pretty nervous.
Of course, the wine grape glut can't last forever. And rivals wonder if people will be willing to buy "Three Buck-" or "Four Buck Chuck." I know we're going to go out and stock up now.

Other interesting stuff in today's paper:

:: Trapped underneath a boulder, losing hope that rescuers would ever find him, hiker Aron Ralston decided after five days to take his pocketknife and amputate his arm below the elbow. Uh, yuck. But he survived. And was eventually found. [Link]

::A rather vicious pit bull has scared away the Postal Service from delivering mail in a Watts neighborhood. Because of the dog, the residents haven't received mail in two weeks. [Link]

Trader Joe's Customers Go "Head Over Heels"

Every once in a while, I have one of those moments where suddenly I feel like an extra in a movie. That happened again on Sunday night at the Glendale outpost of Trader Joe's.

With Blogger Preschooler in the shopping cart, I was strolling through the veggie aisle when Tears for Fears' 1985 hit "Head Over Heels" came on the loudspeaker.

Catchy tune -- and slightly less overplayed than "Everybody Wants to Rule the World" and "Shout." But a funny thing happened -- as the song started, the guy next to me, sticking his paws on TJ's apple varieties, began singing along.

That's cool, I thought -- I nearly did myself. So I strolled on, past the wines. A guy standing there, mulling over the Two Buck Chuck, began whistling.

Wow, people really like this song, I thought.

I pushed the cart past the bread. The chorus was about to erupt on "Head Over Heels." And wouldn't you know it -- the guy standing with his girlfriend, grabbing a loaf, busts out into the chorus.

And then I caught another guy, in line for a free sample, chiming in as well.

Surreal. Yet kinda cool. After I mentioned this in a Tweet, blogger Jessica Ritz replied that the same thing happened to her at a TJ's -- but with the Beach Boys' "I Get Around."

"Felt like a scene in a PT Anderson movie," she said.

Perhaps there's something about the informal, bonding experience of walking the aisles of Trader Joe's that allows folks' guards to come down -- and their inner Karaoke-ing self to come out.

One Day to H&M

I don't think I've seen a media frenzy like this for the arrival of a chain store since Krispy Kreme came to town (and that was in the PBE -- the Pre-Blog Era).

So let us add to the hype: Yup, H&M opens tomorrow in Pasadena. Fans rave over the stylish store's low prices -- yup, it's the Two-Buck Chuck of the retail world.

Get there early tomorrow: The first 100 customers in Pasadena will receive gift cards worth $10 to $300. The line will likely snake down Colorado Blvd. in Old Town early Thursday.

The LA Times weighs in:

&M — and its aggressive competitors, including L.A.-based Forever 21, the Spanish chain Zara and Target — are the vanguard of a retail revolution that is changing the way Americans think about and shop for clothes. While big department stores and elite designers struggle, stores like these, which quickly deliver runway trends at bargain-basement prices, are winning the hearts and wallets of both well-heeled clotheshorses and thrifty wannabes.

The signs are everywhere: Forever 21 now inhabits the former Saks Fifth Avenue in Pasadena. The respected designer of Barneys New York's private label, Behnaz Sarafpour, is now creating another exclusive collection — for Target. Fashion glossies such as Marie Claire feature a $2,500 Ralph Lauren black cape alongside a $59.99 version from H&M. And H&M, which began its U.S. invasion just six years ago, will have 108 stores in this country when the Old Pasadena outpost opens at noon Thursday.

Curbed LA has been aggressively covering H&M's march to SoCal, while the tongue-in-cheeksters over at Losanjealous have added a clock to their site, counting down the minutes until the Pasadena store opens.

Beyond the Two-Buck Chuck

With the sudden explosion in wine bars around Los Angeles, LA.com puts together a list of 11 spots and/or wine tasting events around the area.

Our fave, Vinoteca Farfalla makes the list, but several more don't, including downtown spots we've been itching to try. Hopefully they'll be adding to the roundup.

Trader D'ohs

Spotted at the Trader Joe’s: A note to workers warning them of potential LAPD stings around town.

Seems a 17-year-old girl walked into the Chatsworth Trader Joe’s, managed to buy a bottle of wine without getting carded, and walked out.

Turns out it was part of an LAPD sting operation. As soon as the teen walked out the door, LAPD walked in. They fined the Chatsworth store $1,500, and also slapped the clerk who rang up the girl with a separate $1,500 fine.

$1,500? That’s 753 bottles of Two-Buck Chuck. Yikes. No wonder why I've been carded lately, even with the growing number of greys in my goatee, and the 13-month-old in my arms.

BYOB On the Cheap

The Delicious Life's Sarah has compiled an excellent list of how much it costs to bring your own wine bottle to local restaurants.

Among her discoveries: Corkage is free at Alegria, Bandera, Bistro K, Bistro Verdu, Caffe Capri, Caioti Pizza Cafe, Cobras & Matadors (if you buy from their store next door, that is), Gingergrass, Girasole, Mario's Peruvian & Seafood, Pinot Bistro/Pinot Cafe (sadly, it's too late to take advantage at the now-shuttered Pinot Hollywood) and Sawtelle Kitchen.

Meanwhile, corkage is minimal at Cafe Bizou ($3), Cafe Blanc ($5), Il Capriccio ($3) and The Kitchen (under $5). And Sarah uncovers the strangest policy of all: Citrine has no corkage... unless you're a cheapie. Don't bother bringing in your Two-Buck Chuck, 'cause they're gonna charge you $15 to hold their nose and open it.

Rate-A-Restaurant, #11 in a series

Restaurant: The Kitchen

Location: 4348 Fountain Ave, Los Angeles (Silver Lake)

Type of restaurant: American (traditional)

What we ordered: Buttermilk fried chicken with mashed potatoes (Maria); special ahi with veggies and jasmine rice (Mike).

They stipulated: No reservations accepted; BYOB.

High point: Ahh, comfort food. As the CitySearch review says, The Kitchen brings a dose of "Good old-fashioned home cooking, with a sophisticated streak." The prices are reasonable, and it's always great to be able to bring your own beverages. We brought a bottle of Charles Shaw Savignon Blanc (the ubiquitous "Two Buck Chuck"--see below). The buttermilk fried chicken is the way to go. Moist, delicious. The ambiance is homey yet hectic-- simple surroundings, and not too crowded (we immediate got a seat) but still alive. One more high point: BIG portions.

Low point: Didn't love the ahi tuna. Perhaps the rule is to stick with the regular menu.

Overall impression: Thumbs up!

Chance we will go back: This is our second visit, and not our last. Viva BYOB!

Rate-A-Restaurant, #2 in a series

Restaurant: Chameau

Location: 2520 Hyperion Ave., Silver Lake

Type of food: Moroccan/French/California

Health Department Rating: A

What we ordered: Crab appetizer; Monkfish; Chicken Tagine with Couscous

They stipulated: That you BYOB.

High point: The service was great--one of the friendliest waitresses we've had in a long time. BYOB is always a good thing-- we brought along a $10 French wine; you could, of course, just as easily head to Trader Joe's and get some Two-Buck-Chuck. Also, the olive tapenades and spreads were a delicious way to peruse the menu. Mike especially liked his monkfish--something he usually doesn't go crazy over.

Low point: There really wasn't any, other than the restaurant is only open Thursday through Saturday.

Overall impression: Excellent, cozy neighborhood bistro.

Chance we will go back: 100%. We're big fans of BYOB establishments.