The California Wine Industry: Entering a New Era?
Martin, Philip and Dale Heien
The California wine industry is fragmenting into larger and smaller units to reflect the evolving consumer market in which sales of relatively expensive and relatively cheap wine are growing fastest. The future may be one of large wineries with many labels and small wineries that sell most of their wine to retail consumers.
market, consumer, wine, California, price, demand
Martin, Philip and Dale Heien. 2004. "The California Wine Industry: Entering a New Era?" ARE Update 7(4): 5-8. University of California Giannini Foundation of Agricultural Economics.