"Bronco Wine Co. today announced a reduction in force (RIF) impacting a number of positions across the organization, as part of a strategic restructuring plan to enhance operational efficiency and adapt to the challenging headwinds in the wine industry," the company said in a statement.
"Bronco Wine Co. made this decision after careful consideration to streamline operations and position the company for long-term sustainability in the face of shifting population demographics, consumer trends and industry headwinds, and over supply of wine grapes in the marketplace.".
Bronco Wine Company was started by Fred Franzia and his brother in 1973 after the family's original wine business, Franzia, was sold to Coca-Cola.
Bronco Wine told SF Gate that shifting demographics and an oversupply of wine making grapes were among the reasons for the layoffs.
The California winemaker behind the famously affordable Charles Shaw wine — better known to some as the Trader Joe’s staple "Two Buck Chuck" — announced last week that it plans to layoff 81 workers.
