Speaking as a middle-class enthusiastic wine consumer, I am very concerned about the future of California wineries. The price points for most boutique wineries are just too high for guys like me. I make a decent living, but with two small children and a mortgage, I simply cannot justify spending more than $40 for a single bottle of wine. Anything above $75 is out of the question for me, even for a 1-time, special occasion wine. So that wipes out a large number of Napa Cabs and Cali Pinots for me. I know that I'm not alone in this regard. Fortunately, there are some very good American red wines available at the under-$30 price point but there are far too many now that are well above that that will have trouble surviving, IMO. The root problem of the issue (in California at least), in my eyes, is that real estate is too expensive for vineyards. There is no way to produce grapes cheap enough to have significantly lower wine prices.