Fifty cents may seem like pennies (and in the wine world, it is). But according to NPR, Trader Joe's sold about 5 million cases last year, so it's potentially a cool two and a half million dollars in their pocket annually. Internet buzz suggests customers are less concerned about the new price, more about whether Trader Joe's will opt to change the Two-Buck Chuck nickname.
Regardless of what Trader Joe's decides, shoppers may very well make a new name viral on their own; "Inflation Chuck" and "Upchuck" were tossed out in that Press Democrat article. TJ customers are responsible for originally christening the wine Two-Buck Chuck (Suggestions? By all means, add them below).
We're betting that TJ's legal counsel is pressuring executives for a name change, even if it's only a nickname (the wine technically goes by its label, Charles Shaw). We live in an era when Subway is facing a class action lawsuit for false advertising after a customer took the time to measure 17 different "foot-long" sandwiches. (Really? Please go volunteer, feed the homeless, rescue some animals, do something useful.) It's only a matter of time before a TJ's customer sues over a wine that even the company widely advertises as "Two-Buck Chuck" actually clocking in at $2.49.
Dare we admit it, we'd actually be on the side of corporate marketing execs on that one. Hell, we might even buy a lousy "11-inch Footlong" to go with that rough glass of "Two-and-a-Half Buck Chuck," occupy the public library, invite the press, and make a toast to crappy dinners, bad wine and metaphors everywhere.