Bronco Wine Co. has entered a national commercial partnership with Sonoma County’s Jordan Vineyard & Winery, adding another luxury name to a growing portfolio as the family-owned Central California company reshapes its business beyond the value wines that made it famous.

The agreement, effective Saturday and announced Monday, leaves Jordan independently owned and operated while combining the winery’s customer relationships and luxury brand with Bronco’s national sales and distribution infrastructure.

“As we continue to expand our premium wine sector, we’re intentionally seeking partners whose values, heritage, and pursuit of excellence align with our own,” Bronco CEO Dom Engels said in a statement.

Jordan, founded in 1972 in Alexander Valley, produces only Cabernet Sauvignon and Chardonnay wines and will continue operating independently.

The partnership is the latest in a series of moves that have transformed Bronco from a producer best known for Trader Joe’s Charles Shaw, once called “Two Buck Chuck,” into a broader beverage portfolio spanning value, premium and luxury wines, along with spirits and sake, the Journal has reported.

So far this year, Bronco inked marketing and distribution partnerships with Napa Valley’s Brilliant Mistake and Paso Robles’ When She Was King, acquired wine sales and marketing company Resurrection Brands (McManis Family Vineyards, Provenance Brands, and LangeTwins Family Winery & Vineyards), and relaunched legacy brands Rosenblum and Cycles Gladiator.

Engels told the Business Journal in May 2025 that a broader transformation of the company was behind earlier that year acquiring the Santa Rosa-based Wine Hooligans group that revived legacy brands like Cycles Gladiator.

“We’re fundamentally rethinking how we approach wine, how we connect with consumers and how we build brands that resonate with younger generations,” he said at the time.

This approach is similar to Gallo’s move more than a decade ago toward higher-end wines and spirits, in addition to keeping its entry-level wines.

The expansion comes amid an industry shake-up that accelerated last year with declining sales. In the past two years, Bronco and Gallo have been among the vintners to scale back or close production facilities.

Bronco was the ninth-largest U.S. wine company last year, with estimated production totaling 3 million cases annually, according to Wine Business Monthly. Gallo is the largest, at a projected 50 million.