Fred Franzia, CEO of Bronco Wines, developed this brand in 2004 as a $10-a-bottle-wine-program for restaurants. Franzia has always felt wines were overpriced in restaurants. At the time the wines were introduced, restaurant wine sales were strong and not much interest developed among restaurants. With the recession in 2008-2009, restaurant wine sales are suffering and eateries are now looking at Coastal Vines as a value-priced wine to push wine sales. A Chardonnay and Pinot Noir are produced. These are fruit forward and very approachable wines priced bout $10.