Bronco Wine Co., known for its "Two Buck Chuck" wine, is implementing a second wave of layoffs, targeting 146 staff members primarily at its Ceres facility. This follows an earlier layoff of 81 employees earlier this year. Company President Dom Engels stated that these decisions are essential for adapting to economic pressures and ensuring future organizational resilience. The layoffs are a response to declining sales and reflect broader challenges facing the wine industry, including changing demographics and competitive pressures.
"This decision was not made lightly ... While these changes are difficult, they are also necessary. We stand at a critical juncture - not just responding to current challenges, but making bold moves to build a resilient, more focused organization for the future."
"The planned April 8 layoffs were due to plummeting sales. A major reorganization in operations and workforce was needed."
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