Franzia Without America: How Tariffs Reinvented an Iconic Brand in China

One of the world's biggest boxed wine brands has fundamentally changed its product to survive in China. Facing nearly 80% import tariffs on American wine, Franzia has abandoned US-sourced bottles and now uses Australian wine bottled locally instead, keeping the Franzia brand but losing its American identity in that market. It's a striking example of how trade barriers are reshaping global wine supply chains.