Stanislaus-based winery announces 146 more layoffs. First wave was 81
Bronco Wine Co. will lay off 146 more employees on top of the 81 announced in February.
The company, based south of Ceres, announced the new job losses in a notice to the California Employment Development Department. A company spokesperson could not be immediately reached for comment Thursday, April 24.
Before the first round, Bronco had employed about 750 people at four plants. Three make wine: off Keyes Road in Stanislaus County and near Escalon and Madera. A bottling plant is in Napa.
The first layoffs took effect April 8, and the second round will be as of June 16. They include subsidiaries WC Ag Services, Inc., which operates vineyards, and Bivio Transport and Logistics Co. LLC. The locations were not specified for the layoffs, which will be permanent.
The moves come amid a slump in the California wine industry. Experts have attributed it to changing consumer tastes and an oversupply of grapes, compounded recently by tariffs.
In its first layoff notice, Bronco cited 'a significant downturn in business revenues, necessitating a major reorganization in operations and workforce.'
Bronco was founded in 1973 by three grandsons of Teresa and Guisepe Franzia, who built their namesake winery in northeast Ripon in 1906. Bronco does not own the Franzia boxed wine line, which is part of The Wine Group, based in Livermore.
Bronco sought from the start to make wine affordable to more people, mostly famously Two Buck Chuck. That was the nickname of the Charles Shaw label, initially selling for $1.99 at Trader Joe's.
Fred Franzia was the most prominent leader following the launch with his brother, Joseph, and their cousin John Franzia. Fred died in 2022 and John in 2024.
Bronco has extensive vineyards in the San Joaquin Valley, as well as premium coastal regions. The company remains under family ownership and does not disclose financial details.
Stanislaus County also faces job cuts in its poultry industry. Foster Farms announced in January that 519 raw turkey workers in Turlock would be let go as of May 9. The cooked-turkey portion of the operation will continue. Turkey workers could seek openings in the company's Valley chicken plants.
Displaced people in all types of business can get help on retraining and other services at Stanislaus County Workforce Development.
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