EXHIBIT 10.4
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                         CANANDAIGUA WINE COMPANY, INC.

                        ANNUAL MANAGEMENT INCENTIVE PLAN

     This  Annual  Management  Incentive  Plan  was  approved  by the  Board  of
Directors of the Company on June 23, 1997 and shall be effective  upon  approval
by the stockholders.  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  attain  certain  annual
performance goals.

2.   ADMINISTRATION

     The Plan shall be  administered  by a Committee of the  Company's  Board of
Directors. This Committee shall consist of at least two members of the Company's
Board of Directors,  all of whom are (a) "outside  directors" within the meaning
of Section 162(m),  and (b) not eligible to participate in the Plan.  Subject to
the Plan, the Committee shall possess the sole authority, in its discretion,  to
(i) establish and administer the Performance  Criteria and Performance  Targets,
(ii) select the  Participating  Executives  who will receive  Bonuses  under the
Plan,  (iii)  determine the amount of such Bonuses and any terms,  conditions or
limitations on the payment of any Bonuses, (iv) interpret the Plan, (v) make and
amend  rules  and  regulations  relating  to the  Plan,  and (vi) make all other
determinations necessary or advisable for the administration of the Plan.

3.   TERMS AND CONDITIONS OF BONUSES

     For each Performance  Period,  the Committee shall select,  at the time the
Performance  Criteria and Performance Targets are determined,  the Participating
Executives.  Each Participating Executive may receive a Bonus if and only if the
Performance  Targets  established by the  Committee,  relative to the applicable
Performance  Criteria,  are  attained.  The  applicable  Performance  Period and
Performance  Targets shall be determined  by the Committee  consistent  with the
terms of the Plan and  Section  162(m).  The  Committee  may adjust  Performance
Targets to take into account the effects of any Extraordinary Items equitably in
a manner  consistent with the  determination  of the original  Bonus,  provided,
however,  no  such  adjustment  may be  made  with  respect  to any  Bonus  to a
Participating  Executive  which is  intended  to qualify as  "performance  based
compensation"  unless such  adjustment  satisfies  the  requirements  of Section
162(m) and the related Rules.

     The  Performance  Target with respect to the  Performance  Criteria must be
established  by the  Committee  in advance  of the  deadlines  applicable  under
Section  162(m) and while the  performance  relating to the  Performance  Target
remains  substantially  uncertain  within the meaning of Section 162(m).  At the
time the  Performance  Target is established,  the Committee  shall provide,  in
terms of an objective formula or standard for each Participating  Executive, the
method of computing the specific  amount that will  represent the maximum amount
of Bonus payable to the Participant if the Performance Target is attained.

     Notwithstanding  any other provision  hereof,  no  Participating  Executive
shall  receive a Bonus under the Plan for any fiscal  year or other  Performance
Period in excess of $2 million.  Any Bonuses  awarded by the Committee under the
Plan shall be paid within 30 days after year-end  financial results are reported
or, if later, as soon as practicable  following the  Committee's  determinations
and certification under this Section.  Any such payment shall be in cash or cash
equivalent, subject to applicable withholding requirements.  Notwithstanding the
foregoing,  the Committee may, in its sole  discretion,  defer the payout of any
Bonus.  In the case of the delay of a Bonus  otherwise  payable  at or after the
attainment  and  certification  of  the  applicable   Performance   Target,  any
additional  amount  payable  as a result of the delay  shall be  limited  to the
Moody's Average Corporate Bond Yield during the deferral period.

     No Participating  Executive shall receive any payment under the Plan unless
the  Committee has  certified,  by  resolution  or other  appropriate  action in
writing, that the amount thereof has been accurately


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determined in accordance  with the terms,  conditions and limits of the Plan and
that the Performance Target and any other material terms previously  established
by the Committee or set forth in the Plan were in fact satisfied.

4.   TERMINATION OF EMPLOYMENT

     If the employment of a Participating Executive terminates by reason of such
Participating   Executive's   Retirement,   Disability,   death  or  involuntary
termination  without Cause, a ratable  portion of any applicable  Bonus shall be
paid,  subject to the attainment of the  applicable  Performance  Target,  at or
after the attainment and certification of the applicable  Performance  Target at
the end of the fiscal year or other Performance  Period.  The ratable portion of
the Bonus  shall be  determined  by  multiplying  the bonus by a  fraction,  the
numerator  of  which  is the  number  of  full  or  partial  months  during  the
Performance  Period during which the Participating  Executive was employed,  and
the  denominator  of which is the number of calendar  months in the  Performance
Period.  Upon  termination  of  the  Participating   Executive's  employment  by
voluntary  resignation  or for Cause,  all Bonuses  for which the  Participating
Executive  may be eligible  shall be forfeited  unless the  Committee  otherwise
expressly so provides in a written contract or other written instrument.

5.   ADJUSTMENTS

     In  the  event  of  any  change  in  the  Company's  applicable  accounting
principles  or  practices  by  reason  of  any  stock  dividend,   stock  split,
recapitalization,  reorganization, merger, consolidation, split-up, combination,
exchange of shares,  rights  offering or other similar change which occurs after
the  Performance  Targets are established for a given  Performance  Period,  the
amount of the Bonuses paid under the Plan for such  Performance  Period shall be
automatically  adjusted  consistent  with such  change to  prevent  dilution  or
enlargement of the Bonuses under the Plan.

6.   NO EMPLOYMENT RIGHTS

     The Plan shall not confer upon any  Participating  Executive any right with
respect to continuance as an employee of the Company,  nor shall it interfere in
any way with the right of the Company to terminate the Participating Executive's
position as an employee.

7.   DISCRETION OF COMPANY

     Any  decision  made or action taken by the  Company,  the  Committee or the
Board of Directors in  connection  with the creation,  amendment,  construction,
administration,  interpretation  or  effect  of the  Plan  shall be  within  the
absolute  discretion of such entity and shall be conclusive and binding upon all
persons.  No  officer,  director  or  member  of the  Committee  shall  have any
liability  for actions  taken or omitted  under the Plan by the member or by any
other person.

8.   AMENDMENT AND DISCONTINUANCE

     The Plan may be amended,  modified or  terminated  by the  Committee at any
time, and all Bonuses shall be subject to the Plan as amended from time to time,
except  that the  Committee  may not,  without the  approval of a  Participating
Executive adversely affect any rights under the Plan. No amendment, modification
or termination shall be effective without the approval of the Board of Directors
and/or  the  stockholders  if such  approval  is  necessary  to comply  with the
applicable provisions of Section 162(m).

9.   CHANGE OF CONTROL

     Notwithstanding  other  provisions of the Plan, in the event of a Change of
Control of the Company,  the Performance  Period for a  Participating  Executive
shall end on the date of the Change of Control and the Performance  Target shall
be adjusted to reflect the early  termination of the Performance  Period. If the
Performance  Target,  as adjusted,  is deemed  satisfied by the  Committee,  the
Participating  Executive  may receive a ratable  portion of the Bonus that would
have been paid if the Performance  Period had not been terminated  early and the
Performance Target had been satisfied. The ratable portion of the Bonus shall be
determined by  multiplying  the original  Bonus by a fraction,  the numerator of
which is the number of months from the first day


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of the  Performance  Period to the date of the Change of Control  (including any
fractional  month) and the denominator of which is the total number of months in
the original Performance Period.

     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.

10.  SECTION 162(m) CONDITIONS

     It is the intent of the Company  that the Plan and  Bonuses  paid under the
Plan  satisfy and be  interpreted  in a manner  that  satisfies  any  applicable
requirements of Section 162(m) as performance-based compensation. Any provision,
application  or  interpretation  of the Plan  inconsistent  with this  intent to
satisfy the standards in 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 Bonus  intended  (or  required in order) to satisfy  the  applicable
requirements of Section 162(m) are applicable only to persons whose compensation
is subject to Section 162(m).

11.  NO FUNDING OF THE PLAN

     The Company  shall not be required to fund or otherwise  segregate any cash
or any other assets which may at any time be paid to any Participating Executive
under the Plan. The Plan shall constitute an "unfunded" plan of the Company. The
Company  shall not, by any  provisions of the Plan, be deemed to be a trustee of
any property, and any rights of any Participating  Executive shall be limited to
those of a general unsecured creditor.

12.  NON-TRANSFERABILITY

     Except as expressly provided by the Committee, no benefit payable under the
Plan shall be subject in any manner to anticipation, alienation, sale, transfer,
assignment,  pledge,  encumbrance or charge, and any such attempted action shall
be void.  This Section  shall not apply to an  assignment  of a  contingency  or
payment due after the death of a Participating  Executive to such  Participating
Executive's legal representative or beneficiary.

13.  EFFECTIVE DATE

     The  effective  date of the Plan shall be the date the Plan is  approved by
the Company's stockholders.

14.  DEFINITIONS

     Any terms or  provisions  used herein  which are defined in Section  162(m)
shall have the meanings as therein defined.

15.  GOVERNING LAW

     To the extent not inconsistent  with the provisions of Section 162(m),  the
Plan shall be construed under the laws of the State of New York.

Dated: June 23, 1997                              CANANDAIGUA WINE COMPANY, INC.
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                                                  By:     /s/ Richard Sands
                                                          --------------------
                                                  Title:  President
                                                          --------------------

Date of Stockholder Approval:  July 22, 1997
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                                     ANNEX A
                                       TO
                        ANNUAL MANAGEMENT INCENTIVE PLAN

                               CERTAIN DEFINITIONS

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

"BONUS" means a cash payment or payment opportunity, as the context requires.

"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
Participating  Executive  is subject  to a written  agreement  with the  Company
"cause" shall have the meaning set forth in that agreement.

"CHANGE OF 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 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 when
the context indicates that only the parent company is intended.

"COMMITTEE"  means the  committee  appointed  by the Board of  Directors  of the
Company to administer the Plan as provided in Section 2.

"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.


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"EXTRAORDINARY  ITEMS" means (a) items  presented  as such (or other  comparable
terms) on the Company's audited financial statements, (b) extraordinary, unusual
or nonrecurring  items of gain or loss, (c) changes in tax or accounting laws or
Rules, and (d) the effects of mergers, acquisitions,  divestitures, spin offs or
significant transactions,  each of which are identified in the audited financial
statements and notes thereto or in the "management's discussion and analysis" of
the  financial  statements  in a period  report  filed  with the SEC  under  the
Exchange Act.

"PARTICIPATING  EXECUTIVE"  means a key employee  (including any officer) of the
Company or one of its  Subsidiaries  selected by the Committee to participate in
the Plan.

"PERFORMANCE  CRITERIA" means one or more of the following  performance criteria
selected by the  Committee  with  respect to any  performance-based  Award:  (a)
increases in the Fair Market Value of a Share, (b) shareholder  value added, (c)
cash flow, (d) earnings per share,  (e) earnings of the Company before deducting
interest, taxes, depreciation and amortization, (f) return on equity, (g) return
on capital,  (h) return on assets or net assets,  (i) cost reduction or control,
(j) operating income or net operating income, (k) operating margins/sales in one
or more business segments or product lines, (l) return on operating revenue, and
(m) market share in one or more business segments or product lines.  Performance
criteria  may be  established  on a  corporate,  divisional,  business  unit  or
consolidated basis and measured absolutely or relative to the Company's peers.

"PERFORMANCE  PERIOD" means the fiscal year or years or other period established
by the Committee  with respect to which the  Performance  Targets are set by the
Committee.

"PERFORMANCE  TARGET" means one or more specific  objective goal or goals (which
may be  cumulative  or  alternative)  that  are  timely  set in  writing  by the
Committee  for each  Participant  for the  applicable  Performance  Period  with
respect to any one or more of the Performance Criteria.

"PLAN" means the Annual  Management  Incentive  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.

"SECTION 162(m)" means Section 162(m) of the Code, together with the regulations
promulgated thereunder, all as amended from time to time.

"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.