FRED FRANZIA: “UNRAVELING OF THE MYTH.”

Bronco Wine Company (owned by Fred Franzia) has released its latest $4.99 installment from the Santa Barbara County appellation, entitled Santa Barbara Landing. The brand coincides with Bronco’s Napa Valley appellation Napa River brand, which is also available at the same price. Both wines are available through Trader Joe’s."We're seeing the unraveling of the myth that wine has to be costly to be good," said Bronco president Fred Franzia in Wine Business. "Enormous availability of good wine, efficient production programs