EXHIBIT 10.2
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                         CANANDAIGUA WINE COMPANY, INC.

                           INCENTIVE STOCK OPTION PLAN

     This Incentive  Stock Option Plan was approved by the Board of Directors of
the  Company  by  unanimous  written  consent  as of June 23,  1997 and shall be
effective upon approval by the stockholders of the Company.  Certain capitalized
terms used in the Plan are defined in Annex A.

1.   PURPOSE

     The Plan is designed  to enable the  Company to attract  and retain  valued
employees  and to provide  them with  incentives  to  maintain  and  enhance the
Company's  long-term  performance  record  by  aligning  the  interests  of  the
Participants  and the stockholders of the Company through the grant of Incentive
Stock Options.

2.   ADMINISTRATION

     The Plan  shall be  administered  by the  Committee.  The  Committee  shall
possess the authority, in its discretion,  (a) to determine the employees of the
Company to whom  Incentive  Stock Options shall be granted and the time or times
at which such Incentive Stock Options shall be granted;  (b) to determine at the
time of grant the number of shares to be subject to each Incentive Stock Option;
(c) to prescribe the form of the instrument  representing  such Incentive  Stock
Option; (d) to establish any appropriate terms and conditions  applicable to the
Incentive  Stock  Options,  including  any  limitations  on  grants,  vesting or
exercisability,  and to make any amendments to such instruments or the Incentive
Stock Options which may, without limitation, include any acceleration of vesting
or  exercisability,  waiver of any condition or  requirement  or taking of other
action  consistent  with the purposes of the Plan; (e) to interpret and construe
the Plan; (f) to make and amend rules and regulations  relating to the Plan; and
(g)  to  make  all  other   determinations   necessary  or  advisable   for  the
administration of the Plan. The Committee's  determinations  shall be conclusive
and binding on all  Participants  and all persons  claiming under or through any
Participant.  No member of the Committee shall be liable for any action taken or
decision made in good faith  relating to the Plan or any Incentive  Stock Option
granted under the Plan.

     No outstanding Incentive Stock Option may be exercised by any person if the
Participant to whom the Incentive Stock Option is granted (x) is, or at any time
after  the date of grant  has  been,  in  competition  with the  Company  or its
affiliates or (y) has been  terminated  by the Company for Cause.  The Committee
shall determine,  in its discretion,  whether a Participant's actions constitute
competition with the Company or its affiliates.

3.   ELIGIBLE EMPLOYEES

     All  employees  of the Company  are  eligible  to receive  Incentive  Stock
Options under the Plan.

4.   SHARES AVAILABLE

     The total  number of shares of the  Company's  Common Stock  available  for
Incentive  Stock Options  under the Plan in the  aggregate  shall be one million
shares.  The maximum  number of Shares which may be subject to  Incentive  Stock
Options granted to any individual  Covered Employee in any fiscal year shall not
exceed  2 1/2% of the  outstanding  Common  Stock  as of the  date  the  Plan is
approved by the Board of Directors.  Shares  subject to Incentive  Stock Options
may be authorized and unissued shares or may be treasury shares.

     If an Option expires, terminates or is cancelled without being exercised or
becoming vested, new Incentive Stock Options may thereafter be granted under the
Plan covering such shares unless the applicable Rules under Section 16(b) of the
Exchange Act or Sections 162(m) or 422 of the Code require otherwise.


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5.   INCENTIVE STOCK OPTIONS

     The  Committee  shall make such  awards of  Incentive  Stock  Options as it
shall,  in its  discretion,  determine.  Only  employees of the Company shall be
eligible to receive Incentive Stock Options. No Incentive Stock Options shall be
granted  more than ten years after the date the Plan is approved by the Board of
Directors.  Each Stock  Option  Award  shall  specify  the  following  terms and
conditions, as well as any other terms, conditions, limitations and restrictions
specified by the Committee:

     (a)  EXERCISE PRICE.  The exercise price per Share for each Incentive Stock
          Option  shall equal the Fair Market  Value of the Common  Stock on the
          date the Incentive  Stock Option is granted.  If any  Incentive  Stock
          Option is granted to a  Participant  who at the time of the  Incentive
          Stock  Option  is a  Ten-Percent  Holder,  the  exercise  price of the
          Incentive Stock Option shall be at least 110% of the Fair Market Value
          on the date the Incentive Stock Option is made.

     (b)  DURATION OF OPTION.  The duration of each Incentive Stock Option shall
          be specified.  Each Incentive Stock Option shall specify that it shall
          not be  exercisable  after the  expiration  of ten years from the date
          such option is granted  unless a longer term is permitted or a shorter
          term is  required  under  Section  422 of the Code.  In the case of an
          Incentive Stock Option granted to a Ten-Percent  Holder, the Incentive
          Stock Option shall not, by its terms,  be  exercisable  more than five
          years from its date of grant.

     (c)  EXERCISE  TERMS.  Each  Incentive  Stock Option granted under the Plan
          shall become exercisable in five equal annual installments  commencing
          on the first  anniversary  of the date of grant  except  as  otherwise
          provided by the  Committee.  Stock Options may be partially  exercised
          from time to time during the period extending from the time they first
          become exercisable in accordance with the terms of the Incentive Stock
          Option until the  expiration of the exercise  period  specified in the
          Incentive Stock Option.  Incentive Stock Options may only be exercised
          by the  Participant  (or his legal  representative,  if Participant is
          disabled) during Participant's lifetime.

     (d)  PAYMENT  OF  EXERCISE  PRICE.  An  Incentive  Stock  Option  shall  be
          exercised upon such notice as is required by the Committee accompanied
          by payment in full of the exercise price for the Shares being acquired
          in such form as the Committee may provide in accordance with Section 6
          of the  Plan,  together  with  all  applicable  withholding  taxes  as
          provided in Section 7 of the Plan.

     (e)  MAXIMUM VALUE OF INCENTIVE  STOCK  OPTIONS.  The aggregate Fair Market
          Value (on the date of grant) of the  Shares as to which all  incentive
          stock options  granted under the Plan or any other plan of the Company
          first become  exercisable  during any calendar  year by a  Participant
          shall not exceed $100,000.

6.   PAYMENT FOR EXERCISE OF INCENTIVE STOCK OPTIONS

     The exercise price of Incentive  Stock Options shall be paid to the Company
upon exercise in the manner which the Committee may determine, which may include
(a)  delivery  of cash or a check in the  amount  of the  exercise  price of the
Shares to be acquired under the Incentive Stock Option, (b) tendering previously
acquired  Shares having a Fair Market Value at the time of delivery equal to the
exercise  price of the Shares to be acquired  under the Incentive  Stock Option,
(c) delivery of irrevocable  instructions to a broker or other agent  acceptable
to the Company to promptly sell Shares received under the Incentive Stock Option
and to deliver to the Company the amount of proceeds to pay the  exercise  price
related to the Shares to be acquired  under the Incentive  Stock Option,  or (d)
such  other  method  of  payment  as  the  Committee  in  its  discretion  deems
appropriate,  in each case together  with all  applicable  withholding  taxes as
provided in Section 7. Previously  acquired Shares tendered in payment must have
been owned by Participant for at least six months prior to the tender in payment
of an Option.

7.   WITHHOLDING TAXES

     Whenever required by law in connection with an Incentive Stock Option,  the
Company  shall  require  the  Participant  to remit  to the  Company  an  amount
sufficient to satisfy any federal, state and/or local income and


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employment withholding tax requirements prior to the delivery of any certificate
or certificates  for Shares or to take any other  appropriate  action to satisfy
such withholding requirements,  including any method permitted for payment under
Section 6 as determined by the  Committee.  To the extent  permitted  under such
rules as the Committee may promulgate and in compliance with any requirements to
avoid  violations under Section 16(b) of the Exchange Act and related Rules, the
Participant  may satisfy such obligation in whole or in part by electing to have
the  Company  withhold  Shares  from the  Shares  to which  the  Participant  is
otherwise entitled under the Incentive Stock Option.

8.   INCENTIVE STOCK OPTIONS NOT TRANSFERABLE

     Unless  transferability is permitted under certain conditions as determined
by the  Committee  and  applicable  IRS Rules for incentive  stock  options,  no
Incentive Stock Option is transferable by the Participant  other than by will or
the laws of  descent  and  distribution.  An  Incentive  Stock  Option  shall be
exercisable only by the Participant, the Participant's legal representative,  or
the Participant's permitted transferees.

9.   GENERAL RESTRICTION ON ISSUANCE OF STOCK CERTIFICATES

     The  Company  shall not be required  to deliver  any  certificate  upon the
exercise of any  Incentive  Stock Option until it has been  furnished  with such
documents as it may deem necessary to insure compliance with any law or Rules of
the SEC or any other governmental  authority having jurisdiction under the Plan.
Certificates for Shares delivered upon such grant or exercise shall bear legends
restricting  transfer or other restrictions or conditions to the extent required
by law or determined by the  Committee.  Each  Incentive  Stock Option under the
Plan is  subject  to the  condition  that,  if at any time the  Committee  shall
determine that the listing,  registration or qualification of the Shares subject
to such  Incentive  Stock  Option  under  any  state  or  federal  law or  other
applicable Rule, or the consent or approval of any governmental regulatory body,
is necessary or desirable as a condition of the granting of such Incentive Stock
Options or the issue or  purchase of Shares  thereunder,  such  Incentive  Stock
Options may not vest or be  exercised  in whole or in part unless such  listing,
registration,  qualification,  consent or approval  shall have been  effected or
obtained free of any conditions not acceptable to the Committee.

10.  TERMINATION OF EMPLOYMENT

     If  the   employment  of  a   Participant   terminates  by  reason  of  the
Participant's  Disability or death,  any Incentive Stock Option may be exercised
by  the  Participant,   the  Participant's   designated   beneficiary  or  legal
representative or permitted transferee at any time on or prior to the earlier of
the  expiration  date of the Option or the expiration of one year after the date
of Disability or death but only if, and to the extent that the  Participant  was
entitled  to  exercise  or receive  the  Incentive  Stock  Option at the date of
Disability  or death and  subject to such other terms and  conditions  as may be
specified  in the  Incentive  Stock  Option.  In the event of the  Participant's
Retirement or other termination of employment, any Incentive Stock Option may be
exercised by the Participant,  the Participant's designated beneficiary or legal
representative  at any time on or prior to the earlier of the expiration date of
the option or the  expiration  of thirty  days after the date of  Retirement  or
termination but only if, and to the extent that, the Participant was entitled to
exercise the Incentive  Stock Option at the date of  Retirement or  termination,
subject to such other terms and  conditions as may be specified in the Incentive
Stock Option and the Plan.  All Incentive  Stock Options or any portion  thereof
not yet vested or exercisable on the date of Disability or death shall terminate
immediately  on the date of  termination.  All  Incentive  Stock  Options or any
portion  thereof not yet vested or exercisable on the date of termination  other
than by reason of Disability or death shall terminate immediately on the date of
termination.

11.  ADJUSTMENT OF INCENTIVE STOCK OPTIONS

     In the event of any change in the Common  Stock of the Company by reason of
any stock  dividend,  stock  split,  recapitalization,  reorganization,  merger,
consolidation,  split-up, combination, or exchange of shares, or rights offering
to purchase Common Stock at a price substantially below fair market value, or of
any similar  change  affecting the Common  Stock,  the number and kind of shares
authorized  under  Section 4 for the Plan,  the number and kind of shares  which
thereafter are subject to Incentive  Stock Options under the Plan and the number
and kind of unexercised Incentive Stock Options and the exercise price per share
shall be adjusted


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automatically  consistent  with such change to prevent  substantial  dilution or
enlargement  of the rights  granted to, or available  for,  Participants  in the
Plan.

12.  NO EMPLOYMENT RIGHTS

     The Plan and any Incentive  Stock Options  granted under the Plan shall not
confer upon any Participant any right with respect to continuance as an employee
of the Company,  nor shall the Plan or such Incentive Stock Options interfere in
any way with the right of the Company to terminate the Participant's position as
an employee or director at any time.

13.  RIGHTS AS A SHAREHOLDER

     The  recipient of any  Incentive  Stock Option under the Plan shall have no
rights as a shareholder  with respect thereto unless and until  certificates for
the  underlying  Shares  are  issued  to  the  recipient,  except  as  otherwise
specifically provided by the Committee.

14.  SECTION 162(m) CONDITIONS

     It is the intent of the Company that the Plan and  Incentive  Stock Options
granted under the Plan satisfy and be interpreted in a manner that satisfies any
applicable   requirements   of  Code   Section   162(m)   as   performance-based
compensation.   Any  provision,   application  or  interpretation  of  the  Plan
inconsistent  with this intent to satisfy the  standards in Code Section  162(m)
shall be disregarded.  Notwithstanding anything to the contrary in the Plan, the
provisions  of the Plan may at any time be  bifurcated  by the  Committee in any
manner so that  certain  provisions  of the Plan or any  Incentive  Stock Option
intended (or required in order) to satisfy the applicable  requirements  of Code
Section 162(m) are applicable only to Covered Employees.

15.  AMENDMENT AND DISCONTINUANCE

     The Plan and any Incentive Stock Option  outstanding  under the Plan may be
amended,  modified or  terminated by the Committee at any time and all Incentive
Stock Options shall be subject to the Plan as amended from time to time,  except
that the  Committee may not,  without  approval of the  Participant  to whom the
Incentive  Stock  Option was granted or his legal  representative  or  permitted
transferee adversely affect the rights of such person under such Incentive Stock
Option.  No  amendment,  modification,  or  termination  of the  Plan  shall  be
effective  without  stockholder  approval if such  approval  is  required  under
applicable law or Rule or any regulation of the stock market on which the Common
Stock is traded.

16.  CHANGE IN CONTROL

     (a) Notwithstanding  other provisions of the Plan, in the event of a Change
in Control of the Company, all of a Participant's  Incentive Stock Options shall
become immediately vested and exercisable or fully earned at the maximum amount,
except with respect to Covered Employees for "performance based compensation" as
otherwise determined by the Committee.

     (b)  In the  event  of a  Change  in  Control,  in  the  discretion  of the
Committee, each Participant who is a Section 16 insider with respect to whom the
Change  in  Control  might  result in a  violation  under  Section  16(b) of the
Exchange Act, may receive,  in exchange for the surrender of the Incentive Stock
Option, an amount of cash equal to the difference  between the fair market value
(based on the kind and amount of any securities,  cash,  other property or other
consideration to be received with respect to each Share in the Change in Control
transaction  as determined by the  Committee) of the Common Stock covered by the
Incentive  Stock  Option and the option  price of such  Common  Stock  under the
Incentive Stock Option.

     (c) Notwithstanding the foregoing, the Plan and any Incentive Stock Options
outstanding  under the Plan shall be binding upon any  successor to the Company,
whether such successor is the result of a direct or indirect  purchase,  merger,
consolidation or other  acquisition of all or substantially  all of the business
and/or assets of the Company.


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17.  GOVERNING LAW

     The  Plan and any  Incentive  Stock  Option  made  pursuant  to it shall be
construed under the laws of the State of Delaware.



Dated: June 23, 1997                              CANANDAIGUA WINE COMPANY, INC.
            --

                                                  By:     /s/ Richard Sands
                                                          --------------------
                                                  Title:  President
                                                          --------------------

Date of Stockholder Approval  July 22, 1997
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                                     ANNEX A
                                       TO
                           INCENTIVE STOCK OPTION PLAN

                               CERTAIN DEFINITIONS

     Capitalized terms used in the Plan shall have the meanings set forth below:

"CAUSE" means,  solely for the purposes of the Plan, gross negligence or willful
misconduct or commission of a felony or an act of moral turpitude  determined by
the Committee to be  detrimental to the best interests of the Company or, if the
Participant  is subject to a written  agreement  with the Company  "cause" shall
have the meaning set forth in that agreement.

"CHANGE IN CONTROL" means:

     (a) there shall be consummated:

          (i) any consolidation or merger of the Company in which the Company is
          not the  continuing or surviving  corporation or pursuant to which any
          Shares are to be converted  into cash,  securities or other  property,
          provided  that the  consolidation  or merger is not with a corporation
          which was a direct or indirect wholly-owned  subsidiary of the Company
          or a parent of the Company  immediately  before the  consolidation  or
          merger; or

          (ii) any sale,  lease,  exchange or other transfer (in one transaction
          or a series of related  transactions) of all, or substantially all, of
          the assets of the Company; or

     (b) the  stockholders  of the Company  approve any plan or proposal for the
     liquidation or dissolution of the Company; or

     (c) any  person  (as such term is used in  Sections  13(d) and 14(d) of the
     Exchange Act) shall become the beneficial owner (within the meaning of Rule
     13d-3 under the Exchange Act),  directly or  indirectly,  of 30% or more of
     the voting control of the Company's then outstanding common stock, provided
     that such  person  shall not be a  wholly-owned  subsidiary  of the Company
     immediately  before it becomes such 30% beneficial owner of voting control;
     or

     (d) individuals who constitute the Company's Board of Directors on the date
     hereof (the "Incumbent  Board") cease for any reason to constitute at least
     a majority thereof, provided,  however, that any person becoming a director
     subsequent to the date hereof whose election, or nomination for election by
     the  Company's  shareholders,  was  approved  by a vote of at  least  three
     quarters of the  directors  comprising  the  Incumbent  Board  (either by a
     specific vote or by approval of the proxy statement of the Company in which
     such person is named as a nominee for director,  without  objection to such
     nomination) shall be, for purposes of this clause (d), considered as though
     such person were a member of the Incumbent Board.

"CODE" means the Internal Revenue Code of 1986, as amended.

"COMPANY" means  Canandaigua  Wine Company,  Inc. and its  Subsidiaries,  except
where the context indicates that only the parent company is intended.

"COMMITTEE"  means the committee  appointed by the Company's  Board of Directors
(the  "Committee")  consisting  of not fewer  than the  number of members of the
Board of Directors  required  under Code Section 162(m) and the Rules of the IRS
thereunder for determining performance based compensation which is deductible by
the Company who are "outside  directors"  as defined from time to time under the
IRS Rules and,  to the extent  possible  are also  "Non-Employee  Directors"  as
defined from time to time under the SEC Rules for  approval of  Incentive  Stock
Options  exempt from  Section  16(b).  If any member of the  Committee  does not
qualify as an "outside  director",  Incentive  Stock  Options under the Plan for
Covered  Employees  shall be  administered  by a  subcommittee  of the Committee
comprised  solely of members  who  qualify as  outside  directors  to the extent
desireable  to preserve the  deductibility  of such  compensation  under Section
162(m) of the Code and such subcommittee  shall constitute the Committee for all
purposes under the Plan. The full Board of Directors, 


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in its  discretion,  may act as the Committee  under the Plan. The Committee may
delegate  to  selected  officers  of the  Company  individually  or  acting as a
committee any portion of its authority,  except as otherwise  expressly provided
in the Plan. In the event of a delegation to management, the term "Committee" as
used herein shall include the officer or committee with respect to the delegated
authority.  Notwithstanding  any such  delegation  of  authority,  the Committee
comprised   of  members  of  the  Board  of  Directors   shall  retain   overall
responsibility  for the  operation of the Plan.  Management  acting  pursuant to
delegated  authority  shall  not  make  awards  under  the  Plan to any  Covered
Employees or other Section 16 insider.

"COMMON STOCK" means the Class A Common Stock of the Company, par value $.01 per
Share.

"COVERED EMPLOYEE" means the Chief Executive Officer of the Company and the four
other most  highly  compensated  officers of the Company as such term is defined
under the Rules  promulgated  under  Section  162(m) of the Code and such  other
officers as may be designated by the Committee.

"DISABILITY"  means the inability of a Participant  to perform his or her duties
for a  period  in  excess  of the  applicable  statutory  short-term  disability
coverage  provided  by the  Company.  The date of  termination  with  respect to
Disability  shall be the day  following  the date  such  short  term  disability
protection lapses.

"FAIR  MARKET  VALUE" of a Share means the closing  price of the Common Stock on
the NASDAQ Stock  Market or other  national  stock  exchange on which the Common
Stock is actively  traded for the date as  reported in the WALL STREET  JOURNAL,
Eastern  Edition or such other standard  reference  service as the Committee may
select.

"IRS" means the Internal Revenue Service and, if the context permits, the courts
interpreting the Code.

"INCENTIVE  STOCK OPTION"  means any Stock Option  granted under the Plan all of
which are designated as "incentive  stock options" within the meaning of Section
422 of the Code or any successor or replacement provision.

"PARTICIPANT"  means any  employee of the Company who has  received an Incentive
Stock Option under the Plan.

"PLAN" means the  Incentive  Stock  Option Plan of the Company,  as amended from
time to time.

"RETIREMENT" means a termination of employment by an employee who is at least 60
years of age and  after at least 10 years of  service  with the  Company  (which
shall include entities acquired by the Company, if the Committee so determines).

"RULES" means rules,  regulations and interpretations issued by the governmental
authority charged with  administering  any law and any judicial  interpretations
applicable thereto.

"SEC" means the Securities and Exchange Commission.

"SHARES" means shares of the Company's Class A Common Stock,  par value $.01 per
share.

"SUBSIDIARIES" means (a) all corporations of which at least fifty percent of the
voting  stock  is  owned  by  the  Company  directly  or  through  one  or  more
corporations  at least fifty percent of whose voting stock is so owned,  and (b)
partnerships  or other  entities in which the Company  has,  either  directly or
indirectly, at least a fifty percent interest in the capital or profits.

"TEN PERCENT HOLDER" means a Participant who owns stock possessing more than ten
percent of the total  combined  voting  power of all  classes  of capital  stock
outstanding on the date of  determination.  OTHER TERMS: Any other terms used in
the Plan which are defined in Sections 83, 162(m) or 421 of the Internal Revenue
Code  as  amended,  or the  Rules  thereunder  or  corresponding  provisions  of
subsequent  laws and Rules in effect at the time  Incentive  Stock  Options  are
granted under the Plan, shall have the meanings set forth in such laws or Rules.

OTHER TERMS:  Any other terms used in the Plan which are defined in Sections 83,
163(m) or 421 of the Internal  Revenue Code as amended,  or the Rules thereunder
or  corresponding  provisions of subsequent laws and Rules in effect at the time
Incentive Stock Options are granted under the Plan,  shall have the meanings set
forth in such laws or Rules.