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Trader Joe's Increases Price of 'Two Buck Chuck'

The price of a bottle of Charles Shaw wine at Trader Joe's increased this week to $2.49.

After 11 years, Trader Joe’s increased the price of its “Two Buck Chuck” wines. The cost of a bottle of Charles Shaw increased from $2 to $2.49 this week in California.

“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,” said Alison Mochizuki, spokeswoman for Trader Joe’s in the Los Angeles Business Journal. “In general, our retail prices change only when our costs change.”

The wine sells for $2.49 to $3.79 in other states.

As of last year, Trader Joe's said it had sold 600 million bottles of the various varietals: chardonnay, merlot, cabernet sauvignon, shiraz, sauvignon blanc, pinot grigio, and white zinfandel.

What will you call Two Buck Chuck wines now?

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Dormayvu January 25, 2013 at 01:05 PM
How about a new name ? 2plusChuck or Chuck2.5
Washy January 25, 2013 at 03:15 PM
It is Chuck's cousin the rapper Two fity C
Phil Simmons January 25, 2013 at 03:49 PM
The first thing that came to mind: http://youtu.be/aNUr__-VZeQ
Slim Jim January 25, 2013 at 04:17 PM
Sinced they "upped" the price...how about "Chuck it Up Chuck"
Cathy P. January 25, 2013 at 09:40 PM
I like Chuck 2.5!
Cathy P. January 25, 2013 at 09:41 PM
Yeah, like "upchuck." rofl
Ken January 26, 2013 at 01:30 AM
Chuck2fiddy
Vito Spago January 26, 2013 at 02:30 AM
I do not care how they price it. It tastes terrible.
Phil Simmons January 26, 2013 at 02:49 AM
I have been in blind taste test with a top level executive from Beringer, and owners of two Napa wineries, their spouses and 4 other couples. The 2 Buck Cab came out in the middle of the pack against some $15 - $40 cabs and the 2 Buck Chard came out 1st and 2nd in a pack of 10 other Napa and Central Valley Chards. Some of each from Beringer, Dry Creek, and a few other name brands, though not high end. So, go figure.... For $2, I love it, I drink it. Though the Cabs are variable, the Chards are pretty solid from batch to batch.
Slim Jim January 26, 2013 at 02:54 AM
You're in the bottom of the minority on that opinion, Vito. It's sold millions of bottles and remains popular. In a situation similar to Phil I was at a wine tasting party (blind tasting)...bottles were in the $2.00-$125 range. Two Buck Chuck came in third. The $125 bottle came in fifth. These were people with sophisticated palates.
Caroline January 26, 2013 at 03:24 AM
I like 2+ Chuck. Everytime they raise the price, no new name has to be made.
Cathy P. January 26, 2013 at 04:19 PM
@Vito: on this subject we agree. Count me in the minority of not liking "2 buck Chuck" either.
Slim Jim January 26, 2013 at 05:26 PM
It's all good, Cathy. We all have different tastes. Personally, I really don't like the taste of Dom Perignon.
Vito Spago January 26, 2013 at 05:26 PM
I like Yellow Tail wines. A little less than $5 a bottle at Vons. Shiraz, Cabernet, Merlot. They have some whites, too, but I buy their reds. I believe they have a kangaroo on the label. From Australia. We have a friend that served 2 buck chuck at a wedding. I do not care how good it is. Serving $2 wine at a wedding is just plain being cheap.
Phil Simmons January 26, 2013 at 05:33 PM
Vito, Yep, on the wedding. That's sort of like ordering a Bud at a Micro Brewery. Special is special.
Cathy P. January 26, 2013 at 06:42 PM
@Larry: You don't like the taste of Dom Perignon? That's just plain crazy talk (it's not my favorite either) ;)
V. Oro Cuollo January 26, 2013 at 06:49 PM
Ritch white people can afford the fancy stuff, right Cathy?
Cathy P. January 26, 2013 at 07:00 PM
@V. Oro Cunollo: I wouldn't know, I was making a joke. Did you miss the ;)?
Phil Simmons January 26, 2013 at 07:04 PM
Yea, but buying the 2.5 Buck Chuck instead of the Dom Perignon is us part of the process of getting rich. Wasting the money on the expensive stuff makes you feel rich when your drinking it but after the short term affects wear off your back to the grindstone.
V Oro Patcher January 26, 2013 at 11:24 PM
Being privlaged and making fun of odders is not cool.
Cathy P. January 26, 2013 at 11:49 PM
@V Oro Patcher: hope you feel better tomorrow.
Slim Jim January 27, 2013 at 12:26 AM
I agree. The Yellow Tail wines are quite good. Reasonably priced....definitely better than settling for Gallo.
Slim Jim January 28, 2013 at 02:16 AM
@ Oro who is making fun of the less privileged? I can easily afford Dom Perignon but prefer other, less expensive champagne. . That doesn't make me privleged...just discriminating.

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