I don't think they were buying someone else's overproduction. 2 buck Chuck (2BC) is made by a huge winemaker that sells under a lot of different labels. So th

I don't think they were buying someone else's overproduction. 2 buck Chuck (2BC) is made by a huge winemaker that sells under a lot of different labels. So the stuff that ends up as 2BC was already in their inventory and 2BC gave them a way to get rid of it. The main innovation of 2BC is it being sold cheap in respectable looking bottles. Cheap decent wine has always existed as box wine or jug wine. Long before 2BC there was an actual person named Charles Shaw who was a niche winemaker whose company went bankrupt. Bronco Wines (the huge winemaker above) picked up the assets including the brand, and used the brand to create 2BC. Shaw was apparently pissed, but oh well.