CONSULTING AND NON-COMPETITION AGREEMENT

         This Consulting and Non-Competition  Agreement ("Agreement"),  dated as
of July 1, 1996,  is made  between The Chalone  Wine Group,  Ltd.,  a California
corporation   ("Chalone")  and  Richard  H.  Graff,  an  individual   ("Graff").

                                   BACKGROUND

         Chalone is engaged in the business of growing grapes and producing wine
in California  and the marketing and  distribution  of such wine  throughout the
United States. Graff is experienced in the California wine industry.  

         Graff  is  a  founding  shareholder  of  Chalone  and  has  significant
expertise and experience in the California  wine  industry.  Chalone  desires to
engage  Graff to  assist  Chalone  on an as  needed  part-time  basis  with wine
marketing and shareholder  relations.  During the term of this Agreement,  Graff
has agreed not to compete with Chalone's business.

         Now,  therefore,  in consideration of the foregoing  Background and the
mutual agreements of the parties contained herein, Chalone hereby engages Graff,
and Graff hereby accepts an engagement with Chalone on the following terms:

         1. Term.  Chalone  engages Graff,  and Graff accepts an engagement with
Chalone for the period  commencing  July 1, 1996 and continuing  through Graff's
lifetime, unless Graff's engagement is sooner terminated in accordance with this
Agreement.  The  obligations  of  Chalone  and Graff set  forth in  Paragraph  7
(Confidentiality)  and Paragraph 9 (Termination) will survive the termination of
Graff's engagement.

         2.  Duties.  Graff will  perform  those  marketing  duties for Chalone,
consistent  with his  training  and  experience,  as  Chalone  from time to time
directs (the "Work").  Chalone will endeavor to give Graff not less than two (2)
weeks  notice  before any  assignment,  and the time  required of Graff will not
exceed two (2) days per month.  Graff agrees that to the best of his ability and
experience  he will at all times  conscientiously  perform all of the duties and
obligations  required of him either  expressly or implicitly  under the terms of
this Agreement.

         3. Compensation.  Graff will receive Ten Thousand Dollars ($10,000) per
year over the first five (5) years of this  Agreement  ("Initial  Term").  Graff
will receive Twelve Thousand Dollars ($12,000) per year over the subsequent five
(5) years of this Agreement  ("Intermediate  Term"). Graff will receive Fourteen
Thousand  Dollars  ($14,000) per year over the remaining  term of this Agreement
("Final Term").  Graff will be paid on a quarterly basis on the last day of each
July, October, January, and April.

         4.  Employee  Benefits.  Graff will not be  entitled  to  receive  from
Chalone insurance, vacation and other benefits.


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         5. Reimbursement of Business Expenses. Chalone will, in accordance with
Chalone's policy in effect from time to time, reimburse Graff for all reasonable
business  expenses  incurred by Graff in connection  with the performance of his
duties under this Agreement, provided that they have been preapproved in writing
by Chalone.

         6. Supply of Wine.  Chalone  shall reserve one barrel of wine made from
each grape variety grown on the vineyard  located at 101 Stonewall  Canyon Road,
Soledad,  California ("Vineyard"),  for Graff's personal use and not for resale.
Such wine shall  include the Mourvedre Vin Gris so long as such grape variety is
grown on the Vineyard.  In the case of any variety that Chalone intends to blend
with other wine,  such barrel shall be bottled  separately for Graff,  and Graff
shall pay Chalone $12.00 per case, or as mutually  agreed to by both Chalone and
Graff if such costs are higher,  to cover Chalone's  incidental  bottling costs,
and Graff shall be  responsible  for providing  the necessary  labels at his own
expense.  In the  case of any  variety  that  Chalone  intends  to  bottle  as a
separate,  unblended  lot,  Graff  shall be  entitled  to have twenty (20) cases
labeled for his personal use, and not for resale, except for the July Muscat and
the  Viogner,  of which Graff shall be entitled to five (5) cases each,  and, as
above, Graff shall pay $12.00 per case, or as mutually agreed to by both Chalone
and Graff if such  costs are  higher,  to cover  Chalone's  incidental  bottling
costs,  and Graff shall be  responsible  for  providing  the  necessary  labels.
Chalone  agrees that it will bottle such wine for Graff under the Richard  Graff
Vineyard label or under such other label as shall be mutually agreed to by Graff
and Chalone.

         7.  Confidentiality.  Graff recognizes and acknowledges that Chalone' s
trade secrets and proprietary  information and processes (including  information
and materials received in confidence by Chalone from third parties), as they may
exist from time to time,  are  valuable,  special and unique assets of Chalone's
business,  access to and knowledge of which are essential to the  performance of
Graff's  duties  hereunder.  Graff  will  not,  during  or after the term of his
engagement with Chalone, in whole or in part, disclose such secrets, information
or processes to any person, firm,  corporation,  association or other entity for
any  reason  or  purpose  whatsoever,  nor  shall  Graff  make  use of any  such
information  or  property  for his own  purposes or for the benefit of any other
person under any circumstances during or after the term of his engagement. After
the term of his engagement these  restrictions  shall not apply to such secrets,
information  and  processes  which are then in the public  domain  provided that
Graff was not responsible, directly or indirectly, for such secrets, information
or  processes  entering  the public  domain  without  Chalone's  consent.  

         Graff acknowledges that all customer and client lists, files,  records,
documents  equipment or similar items relating to Chalone,  whether  prepared by
Graff or others, are and remain exclusively the property of Chalone and that all
such items will be returned to Chalone upon the termination of this Agreement.


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         8. Agreement Not to Compete.

                  (a) Non-compete. During the term of this Agreement, Graff will
not without the prior written  consent of Chalone,  which may be withheld in its
sole  discretion,  directly  or  indirectly,  individually  or as  an  employee,
partner, officer, director or shareholder or in any other capacity whatsoever of
or for any person, firm, partnership or corporation, own, manage, operate, sell,
control or participate in the ownership, management, operation, sales or control
of, or be connected in any manner with,  any business  engaged in the growing of
grapes and the production,  marketing, or sales of California or Washington wine
(the "Chalone Business").

                         This Agreement  includes  within its scope any business
or activity in the cities and  counties of  California,  and any other states of
the United States,  the District of Columbia and such foreign  jurisdictions  in
which Chalone has engaged in sales or otherwise conducted business or selling at
any time  during  the two years  prior to the date  hereof or during the term of
this  Agreement.  Graff  acknowledges  that the period of  restrictions  and the
geographical  area to which the  restrictions  imposed  in this  Paragraph  8(a)
(Non-Compete) will apply are fair and reasonable and are reasonably required for
the protection of Chalone and that the  definition of the Chalone  Business used
herein accurately  describes the business to which the restrictions are intended
to apply.  Chalone  acknowledges that Graff's sale of the Richard Graff Vineyard
wines that Graff has in his inventory as of the effective date of this Agreement
will not be construed as competition with the Chalone Business.

                  (b)  Remedies.  Graff  acknowledges  that  any  breach  of the
covenants of this  Paragraph  8(a)  (Non-Compete)  will result in immediate  and
irreparable injury to Chalone and,  accordingly,  consents to the application of
injunctive  relief and such other equitable  remedies for the benefit of Chalone
as may be appropriate  in the event such a breach occurs or is  threatened.  The
foregoing  remedies  shall be in addition  to all other legal  remedies to which
Chalone may be  entitled  hereunder,  including,  without  limitation,  monetary
damages.

         9. Termination.

                  (a)  For  Cause.  Chalone  may  terminate  Graff's  consulting
agreement at any time with "cause" effective  immediately upon written notice to
Graff without  prejudice to any other remedy which Chalone may be entitled under
law, in equity, or under this Agreement. As used in this Agreement, "cause" will
mean an intentional tort or material act of fraud or dishonesty against Chalone,
the commission of a felony involving dishonesty,  moral turpitude or intentional
injury to a third party, the deliberate  disregard of Chalone's policies in such
a manner as to cause material loss, damage or injury to the property, reputation
or employees of Chalone or any other material breach of this Agreement including
without  limitation  a breach of  Paragraph 7  (Confidentiality)  or Paragraph 8
(Agreement Not to Compete).  Graff will receive  compensation  under Paragraph 3
(Compensation)  until the date of termination.  All other  compensation from and
after the date of termination will cease, and Chalone will have no obligation to
pay any severance pay whatsoever.  Graff will have no further  obligations under
this  Agreement  except as set forth in Paragraph 7  (Confidentiality)  and this
Paragraph 9 (Termination).


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         (b) Voluntary Termination. In the event Graff terminates his engagement
of his own  volition,  prior to the  termination  date of this  Agreement  under
Paragraph  1,  Graff  will be subject to the same  obligations  as  provided  in
connection with a termination for "cause" under Paragraph 9(a).

         10. Miscellaneous.

                  (a) Notices.  Any and all notices  permitted or required under
this  Agreement  must be in  writing.  Notices  will be  deemed  given  (i) when
delivered personally, (ii) one business day after having been sent by commercial
overnight courier with written  verification of receipt,  or (iii) five (5) days
after having been sent by  registered  or certified  mail from a location on the
United States mainland, return receipt requested, postage prepaid or upon actual
receipt thereof, whichever first occurs at the addresses set forth below:

                  If to Chalone:            The Chalone Wine Group, Ltd.
                                            621 Airpark Road
                                            Napa, California 94558

                                            Phone:  (707) 254-4200
                                            Fax:  (707) 254-4201
                                            Attn.:  W. Philip Woodward

                  If to Graff:              Richard H. Graff
                                            c/o  Chalone Wine Group, Ltd.
                                            621 Airpark Road
                                            Napa, California 94558

                                            Phone:  (707) 254-4200
                                            Fax:  (707) 254-4201

                  (b) Amendments.  This Agreement may not be changed or modified
in  whole  or in part  except  in  writing  signed  by the  party  against  whom
enforcement of the change or modification is sought.

                  (c)  Successors  and  Assigns.  This  Agreement  will  not  be
assignable by either Graff or Chalone, except that the rights and obligations of
Chalone under this Agreement will be assigned to and assumed by any  corporation
which   becomes  the  successor  to  Chalone  as  the  result  of  the  sale  of
substantially  all of the assets of, a merger or other corporate  reorganization
and which continues the business of Chalone.

                  (d)  Governing  Law.  This  Agreement  will be governed by and
interpreted  according to the laws of the State of California  without regard to
such state's conflicts law.

                  (e) No Waiver. The failure of either party to insist on strict
compliance  with any of the terms of this  


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Agreement  will not be deemed to be a waiver of any term of this Agreement or of
that party's right to require strict compliance with the terms of this Agreement
in any other instance.

                  (f)  Severability.  If for any  reason  a court  of  competent
jurisdiction finds any provision of this Agreement,  or the application thereof,
to be  unenforceable,  the  remaining  provisions  of  this  Agreement  will  be
interpreted  so as best to  reasonably  effect  the intent of the  parties.  The
parties  further agree to replace any such invalid or  unenforceable  provisions
with  valid and  enforceable  provisions  designed  to  achieve,  to the  extent
possible, the business purposes and intent of such unenforceable provisions.

                  (g)  Attorney's  Fees.  In the  event  of any  breach  of this
Agreement  that results in arbitration  or litigation  between the parties,  the
prevailing  party shall be entitled to its reasonable  attorney's  fees,  expert
witness fees and costs of suit. The prevailing  party shall be determined by the
court or arbitrator,  as  applicable,  based upon an assessment of which party's
major arguments or positions  taken in the  proceedings  could fairly be said to
have  prevailed  over the other  party's  major  arguments or positions on major
disputed issues in the court's or arbitrator's decision.

                  (h)   Counterparts.   This   Agreement   may  be  executed  in
counterparts.  Any copy of this  Agreement  with the original  signatures of all
parties  appended  shall  constitute  an  original.  

         In Witness Whereof,  this Agreement is made and effective as of the day
and year first above written.

                                     GRAFF:



                                     /s/ RICHARD H. GRAFF
                                     ---------------------------------------
                                     RICHARD H. GRAFF


                                     Chalone:

                                     THE CHALONE WINE GROUP, LTD.,
                                     a California corporation




                                     By: /s/ W. PHILIP WOODWARD
                                     ---------------------------------------
                                     Its: President