4 giannini foundation of agricultural economics 5 i n september 2002 california grape growers picketed a gallo receiving facility in fresno protesting the 65 ton offered for their grapes just enough to cover picking costs meanwhile swank restaurants served wines made from napa cabernet worth 3 700 wine industry and world is entering new era as many people drink less but better will producers lower priced raise quality attract more upscale drinkers putting downward pressure on all prices or continue fragment into distinct price segments allowing one segment prosper while another languishes these changes have origin 1976 when blind tasting pitted several against top french vintages eternal chagrin judges stag s leap chateau montelena chardonnay were voted supe rior american consumers 1980s 1990s took interest lifestyle associated with fine food this increased consumer appre ciation fact that
