(TheHustle) - Walk into almost any Trader Joe’s store and the first thing you’ll see is an enormous display of Charles Shaw wine — or, as it’s more affectionately known, “Two Buck Chuck.”

At $2.99 per bottle, Two Buck Chuck is one of TJ’s all-time best-selling products. Since debuting in 2003, it has won the hearts of critics and customers alike and has sold over 1B bottles.

“I’ve tried a lot of cheap wine,” a young Trader Joe’s-goer in Austin, Texas assures me. “Charles Shaw is the crème de la crème.” Clutching two bottles of 2017 vintage Chardonnay, a shopper in Palo Alto, California adds that it “goes down smooth and [is] cheaper than water.”

How is a supposedly decent wine sold at such a low price-point? And where did it come from? This is the tale of one wine brand, two men, and the economic revolution of an entire industry.