Fred Franzia, legend in cheap wine-making, has died. His wine label Charles Shaw, sold at Trader Joe’s, made wine more accessible to Americans for its shockingly cheap sticker price – giving to its affectionate title: “two-buck Chuck.”

“Wine snobs hate this idea,” Corby Kummer told Boston Public Radio Tuesday. “The idea that you can buy cheap wine, and he was in Napa and he said, very delicately, ‘take that and shove it Napa.’”

Corby Kummer is executive director of the Food and Society policy program at the Aspen Institute, a senior editor at The Atlantic and a senior lecturer at the Tufts Friedman School of Nutrition Science and Policy