The May 18 issue of The New Yorker features an 8-page (one a classic, full-page illustration) profile of Fred Franzia, the well-known Napa-based personality behind Two Buck Chuck and other inexpensive wines.

Upon the recent sale of his four-hundred-millionth bottle of Charles Shaw (Two Buck Chuck), he tells the writer, Dana Goodyear, "Take that and shove it, Napa... Four hundred million and climbing."

Other highlights from the piece:

• Franzia owns 42,000 acres of vineyards, "more than anyone else in the country."

• He crushes 350,000 tons of grapes a year, more, it's suspected, than anyone other than Gallo

• Bronco, Franzia's company, annually takes in more than $500 million and he sells more than 20 million cases a year

• He believes no bottle of wine should cost more than $10

• He is described as "squarish, like a gourmet marshmallow."

• One of the wineries he owns in Sonoma bottles 18,000 cases a day

• Karen MacNeil is quoted as saying about Charles Shaw Cabernet, "I don't understand how people put this in their mouths."

• He has some 20 brands waiting to be deployed

• His son Carlo, who works for him as head of security, carries a Glock

• In his closing quote, Franzia says, "We make wine for the people.. Napa and all their funny money - they're getting knocked off their thrones. I'm not falling. I'm built on rock."