California winery that produces "Two Buck Chuck" to cut nearly 150 more jobs
CERES – For the second time this year, Bronco Wine Company, more known for its product Charles Shaw or "Two Buck Chuck," is cutting jobs.
The wine company in Ceres says it has to cut 146 employees as it adjusts to what it calls "evolving industry dynamics," and it's not the first time.
The company laid off more than 80 workers earlier this year.
One of the Central Valley's biggest producers has laid off more than 220 workers since the start of the year.
Their reason is consumer behavior and population shifts.
Some students at Stanislaus State said wine just isn't on their radar.
"I think Gen Z goes towards Hard Arizona, Twisted Teas, Iced Smirnof,f things like that," a student said.
Grower Stuart Spencer agrees, saying the issue isn't how much Gen Z drinks, it's what they're drinking.
Hard seltzers, cocktails in a can and cheaper grab-and-go options are dominating.
"One of the rising categories are these ready-to-drink, RTD type products that are competing directly with wine," Spencer said.
The changing taste buds are leaving a big mark on the industry.
"There's a lot that's happening right now," Spencer said. "There's a lot growers are doing it, removing vineyards and reducing supply."
In Stanislaus County, the total wine grape production value is on the decline, falling 21% from 2019 to 2023.
"You know, the whole industry has been struggling the last couple years as we've seen decreased demand," Spencer said.
Spencer said the economy plays a role in demand and young people.
At the start of the year, Bronco Wine Company stated they had 750 employees here in Ceres. They've lost over 220 employees since.
