Bronco Wine Co. Revitalizes Legacy Brands Rosenblum and Cycles Gladiator

Family owned Bronco Wine Co., known best to consumers as the winery behind Charles Shaw, a/k/a "Two-Buck Chuckj," continues its evolution with the redevelopment of heritage labels Rosenblum and Cycles Gladiator.

Reimagined for a new generation while remaining grounded in their foundational identities, these relaunches are part of a broader, company-wide transformation—one that views legacy not as something to preserve, but as a foundation for reinvention.

With modern, eye-catching designs and packaging, iconic labels like Rosenblum and Cycles Gladiator are primed to grab attention on the shelf, deepen consumer connections, and inject new life into the wine category.

"At Bronco, we're all about innovation that electrifies the industry," says Casey Tedd, Chief Commercial Officer. "These brand revamps aren't just about keeping heritage alive—they're about making them vibrant and relevant for today's consumers. These familiar names now have a fresh voice and striking packaging that not only stands out but also resonates with a new generation of wine lovers."

Rosenblum, born in a San Francisco garage in 1978, has reemerged with a bold identity that embraces its fearless urban roots. With vibrant, street-inspired designs and an unapologetic spirit, this brand blends art, energy, and expression.

ourced from the best California vineyards, Rosenblum Zinfandel is crafted to be bold, honest, and approachable. The redesign sets the stage for an ongoing artist-led label series, showcasing original works from emerging talents that capture the essence of today's creative landscape.

Since its founding in 2005, Cycles Gladiator has drawn inspiration from the women's suffrage movement, producing layered, accessible wines from some of California's top regions. Now, reframed through a modern lens, the brand embraces a refined identity centered around freedom, individuality, and forward momentum—both in its messaging and label elevation. This new creative direction honors its origins while aligning with the current cultural environment, resonating with a broader, more modern audience.

"Alongside the refreshed brand identities and vibrant packaging, we have crafted wines to equally match the energy and vibe, offering a unique, exciting experience in every glass," says Deb Juergensen, Chief Winemaking Officer. "This evolution reflects a more dynamic, consumer-centered approach, reinforced by our commitment to creativity, quality, and craftsmanship at every stage of the winemaking process."