Goodbye, Two-Buck Chuck

As of today, January 16, Two-Buck Chuck is no more. Charles Shaw wines sold at Trader Joe’s in California now cost $2.49 a bottle, not $1.99. In other words, Two-Buck has been replaced by his twin Two-and-a-Half-Buck.

The fact that the price remained at $1.99 for over a decade – one of the great bargains in the history of wine and drink – is quite astounding in itself. But then, a price increase of 25% makes up in one fell swoop for the inflation that averaged 2.5% over the past decade. It’s still a bargain, but Two-and-a-Half-Buck Chuck is more of a mouthful than the old name, and I think that the affectionate name will pass out of folklore.

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