New CEO at Bronco Wine Co. near Ceres also has done craft beer and pomegranate juice

Dominic Engels is the new chief executive officer at Bronco Wine Co., an industry leader based south of Ceres.

Engels succeeded the retiring Daniel Leonard as of Monday. Bronco employs about 750 people year-round at its headquarters and plants in San Joaquin, Madera and Napa counties. Up to 125 more come on for the grape harvest and crush.

Engels spent the past three years as CEO of Revolution Foods , which supplies meals to schools and other clients and is based near Los Angeles. He had the same title from 2016 to 2020 at Stone Brewing , a craft beer producer in Escondido, San Diego County.

Before that, Engels was president at POM Wonderful , which sells fresh pomegranates and their juice from the southern San Joaqun Valley. He also worked in pistachios, almonds and spring water for the parent Wonderful Co.

"We are thrilled to welcome Dom Engels as our new CEO," Bronco board Chairman Michael Franzia said in a news release. "With his visionary leadership and passion for innovation, we are confident that he will drive Bronco Wine Co. to new heights and continued success."

Bronco has dozens of brands at various prices, including lower-end wines from the Valley and others from premium regions. It is perhaps best known for a Trader Joe's wine called Charles Shaw, dubbed Two Buck Chuck soon after its 2002 debut at $1.99.

Founders have deep roots in wine industry The company was launched in 1973 by three grandsons of Teresa and Guiseppe Franzia, founders in 1906 of the Ripon-area winery bearing the name. That plant is now owned by The Wine Group , based in Livermore, as is the Franzia boxed wine brand.

Bronco co-founder Fred Franzia died in 2022 and was succeed by Leonard, the first CEO from outside the family. The other original partners were Fred's brother, Joseph, and their late cousin, John Franzia .

Bronco does not disclose sales or volume figures, but it is consistently in the Top 10 nationally each year as estimated by winebusiness.com . Topping the list is E.&J. Gallo Winery of Modesto. The Wine Group is also a major player.

Engels joins Bronco as the industry contends with a shift by some consumers to beer, liquor and other options. The company has long pointed to efficiency in growing grapes, making wine and distributing the products. It also has worked to conserve water and energy, enrich vineyard soil and reduce landfill waste.

"With over 50 years of pioneering innovation in the wine industry," Engels said, "Bronco has established a legacy that is both inspiring and impactful."

Four sites for producing wine Bronco began with a plant off Keyes Road that remains its home base. It later acquired the former Petri Winery, west of Escalon, and the Simpson Meadow Winery, southwest of Madera. The company built its own bottling plant in Napa.

Leonard joined Bronco in 1986. He was serving as senior vice president and chief financial officer at the time he was named CEO.