Read at Sacramento Bee
Bronco Wine Co. is celebrating its 50th anniversary with new executives, continuing its focus on consumer preferences.
"We've got to find where the consumer is and go to them and find out what it is that they identify with and try to fulfill that need," said Dan Leonard, the company's new president and CEO.
Bronco Wine Co. is known for its Charles Shaw label, commonly referred to as Two Buck Chuck, but it also offers wines at midrange and higher prices with marketing deals around the world.
The array of choices will help attract the next generation of drinkers, said Dan Leonard, the company's new president and CEO.