Exhibit 10.10

                       CONVERTIBLE SUBORDINATED DEBENTURE
                          (Dated as of January 1, 1995)

         FOR VALUE RECEIVED,  Ravenswood Winery, Inc., a California  corporation
(the "Borrower"),  hereby promises to pay to  __________________________________
________________ (the "Holder"),  or order, (subject to the offer requirement of
section 7.4), the "Principal" sum of ______________  Dollars  ($________).  Such
payment  shall be made no later than 5 P.M.,  Pacific  Time on December 31, 2004
("Maturity").  Conversion of this Debenture shall constitute  payment in full of
all Principal.  Borrower shall also pay interest upon the Principal  outstanding
from time to time at the rate of eight  per cent  (8%) per  annum  from the date
hereof until this  Debenture is  converted or all  Principal is paid,  whichever
first occurs. Interest shall be payable quarterly in arrears commencing with the
first  payment  on April 1,  1995.  Any  balance  of  interest  shall be paid at
conversion  or Maturity as  applicable.  The initial eight percent (8%) interest
rate shall be subject to adjustment every 18 months as provided in Section 8.8.

         Both  Principal  and  interest  shall be payable in lawful money of the
United  States of America at the  address  which the Holder has  provided to the
Borrower in writing.  Borrower shall be entitled to take reasonable  measures to
verify the Current Holder and the then current payment address before making any
payment, and time taken for such measures shall not cause a default hereunder.

         The securities  represented  hereby have not been registered  under the
Securities Act of 1933 (the "Act") or any state  securities  laws and may not be
resold,   transferred,   pledged,   hypothecated  or  otherwise  assigned  until
compliance with the restrictions in Section 7.5 of this Debenture have occurred.


- --------------------------------------------------------------------------------

FEDERAL EXEMPTION: "THE SECURITIES REPRESENTED BY THIS CERTIFICATE HAVE NOT BEEN
REGISTERED UNDER THE SECURITIES ACT OF 1933. THESE SECURITIES HAVE BEEN ACQUIRED
FOR  INVESTMENT  AND  MAY  NOT  BE  OFFERED,  SOLD,   TRANSFERRED,   PLEDGED  OR
HYPOTHECATED  IN THE  ABSENCE OF AN  EFFECTIVE  REGISTRATION  STATEMENT  FOR THE
SECURITIES   UNDER  THE  SECURITIES  ACT  OF  1933  OR  AN  OPINION  OF  COUNSEL
SATISFACTORY TO THE COMPANY, THAT REGISTRATION IS NOT REQUIRED UNDER SAID ACT."

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                                   ARTICLE ONE

                                  SUBORDINATION

         1.1 Senior  Indebtedness.  As used in this Debenture,  the term "Senior
Indebtedness"  shall mean the  principal  of all  indebtedness  of the  Borrower
regardless of whether  incurred on,  before or after the date of this  Debenture
(i) for money borrowed from any bank, and evidenced by notes, bonds,  debentures
or other written obligations and such notes, bonds,  debentures or other written
obligations  are interest  bearing  securities  only and are not  convertible or
issued in connection with the issue of warrants or options,  whether separate or
attached,  or some other rights to receive stock or  participate in the earnings
of  the  Borrower  in any  form,  including  dividend  distributions,  (ii)  the
Borrower's  indebtedness  to Farm Credit  Association,  where the Borrower has a
line of credit,  currently at a maximum  amount of $663,270 per year,  renewable
annually,  and  (iii) in  connection  with any  renewals  or  extensions  of any
indebtedness  described  in (i) or (ii) above.  Borrower  reserves  the right to
increase  the number of its sources of bank  credit,  as well as to increase the
maximum loan amounts. Use of available funds for payments on Senior Indebtedness
shall not be a default under  payments due to the Holder.  Any such payments not
made to Holder shall cumulate at the Debenture rate of interest until paid.

         1.2 Subordination. The Borrower covenants and agrees and the Holder, by
acceptance  hereof,  covenants,  expressly  for the  benefit of the  present and
future  holders of Senior  Indebtedness,  that the payment of the  principal and
interest on this Debenture is expressly  subordinated in right of payment to the
payment in full of principal and interest and any fees,  charges or penalties of
Senior Indebtedness. Upon any terminating liquidation of assets of the Borrower,
upon the occurrence of any dissolution,  winding up, liquidation, whether or not
in bankruptcy,  insolvency or receivership  proceedings,  the Borrower shall not
pay thereafter and the Holder shall not be entitled to receive  thereafter,  any
amount in respect of the  principal  and  interest of the  Debenture  unless and
until the Senior Indebtedness shall have been paid or otherwise discharged. Upon
any  dissolution,  winding up,  liquidation  or  reorganization,  any payment or
distribution of assets of the Borrower, whether in cash, property or securities,
to which the Holder would be entitled except for the provisions hereof, shall be
paid by the liquidating trustee or agent or other person

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making such payment or distribution, whether a trustee in bankruptcy, a receiver
or  liquidating  trustee  or  otherwise,  directly  to  the  holders  of  Senior
Indebtedness, or the representative or representatives rateably according to the
aggregate amounts remaining unpaid on Senior Indebtedness held or represented by
each, to the extent necessary to pay Senior  Indebtedness after giving effect to
any concurrent payment or distribution to the holders of Senior Indebtedness.

         1.3 Rights  Against  Borrower  and Others.  It is  understood  that the
provisions of this Article One captioned  "Subordination"  are, and are intended
to be,  solely for the purpose of defining the relative  rights of the Holder on
the one hand and the holder of the Senior  Indebtedness  of the  Borrower on the
other hand. Nothing contained in this Article One or elsewhere in this Debenture
shall or is intended to impair,  as between the Borrower,  its  creditors  other
than a holder of Senior  Indebtedness,  and the Holder,  the  unconditional  and
absolute  obligation  of the  Borrower  to pay the Holder the  principal  of and
interest on the  Debenture  as and when the same shall become due and payable in
accordance  with its terms or affect the  relative  rights of the Holder and the
creditors of the Borrower, other than a holder of such Senior Indebtedness;  nor
shall anything herein prevent the Holder from exercising all remedies  otherwise
permitted by  applicable  law upon default under the  Debenture,  subject to the
rights, if any, of a holder of Senior  Indebtedness in respect to cash, property
or  securities  of the Borrower  received  upon the exercise of any such remedy.
Upon any payment or distribution  of assets of the Borrower  referred to in this
Article One captioned "Subordination," the Holder shall be entitled to rely upon
any order or decree  made by any court of  competent  jurisdiction  in which any
dissolution,  winding up, liquidation or reorganization proceedings are pending,
or upon a certificate  of a liquidating  trustee or agent or other person making
any  distribution  to the Holder,  for the purpose of  ascertaining  the persons
entitled to participate in such distribution, the holders of Senior Indebtedness
and other indebtedness of the Borrower,  the amounts thereof or payable thereon,
the amount or amounts paid or distributed  thereon and all other facts pertinent
thereto or to this Article One.

                                       3




                                   ARTICLE TWO

                                   PREPAYMENT

         2.1 Prepayment. This Debenture shall be subject to prepayment, in whole
or in part,  at any time after  expiration  of the  conversion  right herein and
prior to maturity, at the option of Borrower.  Each prepayment shall include the
principal  amount to be prepaid plus all interest due to the prepayment date. In
the case of partial  prepayment,  the amount and other details  thereof shall be
noted on this Debenture.



                                  ARTICLE THREE

                         CONVERSION AND PURCHASE RIGHTS

         3.1  Conversion  Right.  The Holder shall have the right from and after
the date of this  Debenture  and then at any time at or prior to 5 o'clock  p.m.
Pacific local time on December 31, 1999,  to convert all, and not a portion,  of
this Debenture into fully paid and nonassessable  shares of the Capital Stock of
Borrower.  If conversion is not requested at or before this time the  conversion
right shall terminate and be of no further force or effect.  If the indebtedness
represented by this Debenture has been paid or otherwise discharged,  the rights
set  forth in this  Debenture  shall  not  survive  such  payment  or  discharge
including  but not limited to the right to convert into shares of Capital  Stock
of Borrower.  "Capital  Stock"  shall mean the common  voting stock of Borrower.
Upon the  surrender  hereof,  accompanied  by the Holder's  written  request for
conversion,  which request shall be  irrevocable,  Borrower  shall pay within 30
days all interest accrued hereon to the date of conversion and issue and deliver
to the Holder  certificates  evidencing  such shares of stock as hereinafter set
forth.

         Subject  to  readjustment  as  provided  in  Section  3.2  hereof,  the
Conversion Price (hereinafter the "Conversion Price") and number of shares shall
be as follows:

         Each  $100,000  Debenture  may be  converted to 547.3 shares of Capital
Stock for a price of $182 per share. The total amount of Debentures  issued will
be $_________.  If all  Debentures  are converted,  and there are no adjustments
under  Section  3.2, the Holders will have,  in  aggregate,  8.65% of the 50,000
currently outstanding shares of

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Capital Stock of the Company. Debentures in an amount more or less than $100,000
shall  be  entitled  to  proportional  conversion  rounded  down to the  nearest
hundredth share.

         3.2 Adjustment of Conversion Terms. The Conversion Price and the number
and kind of shares  to be  issued to the  Holder  upon  conversion  pursuant  to
Section  3.1 shall be  adjusted  to  reflect  the  effect of any  consolidation,
merger, sale of assets,  reclassification of shares, share issuance or any other
change in the status of the Capital Stock or the rights or privileges of holders
of the Capital  Stock  (herein  called a "Change" in the  Capital  Stock)  which
occurs prior to conversion. Such adjustment to the shares of Capital Stock to be
issued  upon a  conversion  to reflect a Change  shall be  calculated  as if the
Debenture had been  converted and the Capital Stock into which the Debenture can
be converted was issued and outstanding immediately prior to the Change and then
was  adjusted,  like all other  shares of  Capital  Stock then  outstanding,  to
reflect the Change.  Accordingly,  if the  debenture is then  converted  after a
Change,  the shares issued in the conversion shall be shares adjusted to reflect
the  Change.  After  conversion  the shares  issued in the  conversion  shall be
treated like all other similar shares  outstanding  when any  subsequent  Change
occurs.

         3.3 Cash  Distributions.  No adjustment on account of cash dividends or
interest on Capital  Stock into which this  Debenture  can be converted  will be
made to the  Conversion  Price at the number of shares into which this Debenture
can be converted.

         3.4  Fractional  Shares.  Fractional  shares of Capital  Stock shall be
issued in connection with any conversion  hereunder  rounded down to the nearest
one hundredth share.

         3.5 Authorized  Shares.  Borrower  covenants that during the period the
conversion right exists, Borrower shall reserve from its authorized and unissued
Capital  Stock a  sufficient  number of shares to provide  for the  issuance  of
Capital Stock upon the conversion of this  Debenture.  Borrower  agrees that its
issuance of this Debenture  shall  constitute full authority to its officers who
are charged with the duty of executing  stock  certificates to execute and issue
the necessary  certificates  for shares of Capital Stock upon the  conversion of
this Debenture.

         3.6 Method of Conversion. This Debenture may be converted by the Holder
in whole,  only, by the surrender of this  Debenture at the principal  office of
the Borrower as provided in section 3.1.

                                       5



                                  ARTICLE FOUR

                         REPRESENTATIONS AND WARRANTIES

         Borrower represents and warrants that:

         4.1 Existence and Rights.  At the date hereof Borrower is a corporation
duly  organized and existing  under the laws of the State of California  without
limit  as to the  duration  of its  existence,  and is  authorized  and in  good
standing to do  business  in the State of  California.  Borrower  has  corporate
powers and adequate authority,  rights and franchises to own its property and to
carry  on its  business  as now  conducted,  and is duly  qualified  and in good
standing  in each State in which the  character  of the  properties  owned by it
herein or the conduct of its business makes such  qualification  necessary;  and
Borrower has the corporate power and adequate  authority to issue this Debenture
and the underlying  shares of Capital  Stock.  Borrower has no investment in any
other corporation.

         4.2 Debenture Authorized.  The execution and delivery of this Debenture
and the performance of the provisions of this Debenture are not in contravention
of or in  conflict  with  any law or  regulation  or any  term or  provision  of
Borrower's  Articles of  Incorporation or By-Laws and are duly authorized and do
not require the consent or approval of any governmental body or other regulatory
authority;  and this  Debenture  is the valid,  binding and legally  enforceable
obligation of Borrower in accordance with the terms herein.

         4.3 No  Conflict.  The  execution,  delivery  and  performance  of this
Debenture are not in contravention of or conflict with any agreement,  indenture
or  undertaking  to  which  Borrower  is a party  or by  which  it or any of its
property may be bound or affected,  and does not cause any lien, charge or other
encumbrance to be created or imposed upon any such property by reason thereof.

         4.4  Shares  Outstanding.   As  of  the  date  hereof,  the  Borrower's
authorized Capital Stock consists of 1,000,000 shares of which 50,000 shares are
outstanding.  As of this date no shares have been reserved for issuance  under a
Qualified  Employee Stock Option Plan. Upon the date of this debenture there are
no other shares of Common or Preferred Stock reserved for issuance or subject to
any  agreement,  right,  option or warrant  with respect to the sale or issuance
thereof by Borrower.

                                       6




                                  ARTICLE FIVE

                               RECORDS AND REPORTS

Borrower shall maintain a standard and modern system of accounting  applied on a
consistent  basis.  Financial  data  shall be from the books and  records of the
Borrower, presented under the tax basis of accounting which the Borrower uses in
preparation of the Borrower's  income tax reports.  This data shall be subjected
to an accountant's reviewed financial report. It shall permit representatives of
Holder,  as long as it holds this  Debenture,  or any  securities  acquired upon
conversion of this  Debenture,  to have access to and to examine its properties,
books and records to the extent permitted under California law for shareholders.
Borrower  shall also provide such other  information  relating to the affairs of
Borrower to which  shareholders  are entitled under California law as Holder may
request from time to time.



                                   ARTICLE SIX

                                EVENTS OF DEFAULT

Except as  provided  in  Article  One,  the  failure to pay any  installment  of
principal or interest  hereon when due and  continuance  thereof for a period of
ten  business  days after  written  notice to Borrower  from  Holder  shall be a
default hereunder.



                                  ARTICLE SEVEN

                                  REGISTRATION

         7.1 Investment  Representation.  Holder hereby  represents and warrants
that it has acquired this  Debenture  for the purpose of investment  and with no
present  intent to sell or to  distribute  the  same.  Should  it  exercise  the
conversion  privilege  contained herein,  any securities of Borrower so acquired
will be with the same investment intent.

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         7.2 Definitions. The following constitute definitions of certain of the
terms used in this Article:

         A. "Act" means the Securities Act of 1933 as amended.

         B. "Commission" means the Securities and Exchange Commission.

         C.  "Securities"  shall  mean  the  Debenture,  and  any of the  shares
issuable upon the conversion thereof.

         7.3  Registration  Initiated By Borrower.  The Borrower  agrees that it
will give at least 30 days prior written  notice to all holders of its intention
to file any  registration  statement  covering  any of its  securities  and will
afford such Holders the  opportunity  to register  their  holdings of Securities
thereunder  and to take  advantage,  to a  reasonable  extent,  of all  blue sky
qualifications effected by the Borrower in connection therewith, provided Holder
notifies  Borrower  within 10 days of such  notice  from  Borrower,  that Holder
wishes to participate.  The costs and expenses of registration  statements filed
by Borrower as provided in this Section shall be borne by Borrower.

         7.4 Right of First Offer.  Prior to the  expiration  of the  conversion
right,  Holder shall not be entitled to transfer this  Debenture or any interest
in it without first offering to transfer the entire  Debenture to Borrower for a
price and upon terms chosen by Holder, all as provided in this section.

         Any attempted  transfer that does not comply with this section shall be
void, and of no force or effect.  Without limiting any other remedies,  Borrower
shall  be  entitled  to an  injunction  requiring  Holder  to  comply  with  the
provisions of this section. The only exception to the restriction on transfer in
this section is for transfer at death and certain  lifetime  transfers to family
as described later in this section.

         If Holder  wishes to  transfer  this  Debenture  in a  transaction  not
excepted  below,  Holder  shall,  in  writing,  first  offer this  Debenture  to
Borrower,  stating the price and terms upon which Holder  offers to transfer the
Debenture to Borrower.  Any  consideration in kind shall also be stated in money
terms so in all  cases the  transfer  can be  closed  by the  payment  of money.
Borrower  shall have fifteen (15) business days in which to accept the offer and
a total of thirty (30) business days in which to close the transfer.  Time is of
the essence for this  transaction.  Borrower shall have the right to designate a
third  person  or  persons  to  accept  the  offer,  however,  once the offer is
accepted,  Borrower, as well as any third person, shall be jointly and severally
liable, including but not limited to reasonable attorneys fees

                                       8




and costs to the prevailing  party,  in case of litigation  concerning the offer
transaction.

         If  Holder's  offer is not  accepted  within the fifteen  business  day
period,  Holder  shall be free to transfer  the  Debenture  for a price and upon
terms  which are not more  favourable  to the  transferee  than were  offered to
Borrower.  The transfer shall include Holder's entire interest in the Debenture.
If a transfer is not  contracted for within one calendar year from the date that
Holder is free to offer the  transfer  to others,  and closed  within a total of
fourteen (14) calendar  months from that date, then any transfer shall require a
new offer to Borrower by Holder.

         The exception to Holder's  obligation  first to offer this Debenture to
Borrower  before any transfer,  as provided above, is that Holder shall have the
right to transfer by will to anyone and to transfer this  Debenture to children,
to parents,  to a spouse,  or parents of a spouse,  or trusts for the benefit of
any of them.  To qualify for this  exception the Holder must transfer the entire
Debenture. It may be transferred to more than one transferee,  however, only one
excepted  transfer per  transferee  is allowed and the  transferee  shall not be
entitled to transfer pursuant to this exception.  Thus a transferee shall not be
entitled  to  transfer  without  first  making the offer set forth  above.  Each
transferee,  by will or  otherwise,  shall be required to agree to and to sign a
copy of these  transfer  restrictions.  When an  excepted  transfer  results  in
multiple  ownership of this Debenture and the conversion  right has not expired,
the owners shall designate one of their group to represent them.  Borrower shall
be entitled to rely upon any agreement or representation of the  representative.
If the owners do not designate a representative  within thirty (30) days after a
request  by  Borrower,  Borrower  shall have the right to  designate  one of the
owners as the  representative  of the owners upon whom Borrower can rely. Within
Borrower's  sole  discretion,  Borrower  shall  have the  right to  modify  this
exception to the transfer  restriction in order to meet what Borrower  considers
to be appropriate family planning goals of a Holder.

         7.5  Restriction  on  Transfer.  In addition  to Section 7.4 above,  no
Holder shall  transfer any  Securities  until the Holder has first given written
notice to Borrower  describing  briefly the manner of any such proposed transfer
and until (i) the  Borrower  has  received  from  Holder's  counsel  an  opinion
satisfactory to Borrower that such transfer can be made without  compliance with
the  registration  provisions of the Act and without the necessity of perfection
of an exemption  pursuant to the Act, or (ii) a registration  statement filed by
Borrower is declared  effective by the Commission or steps  necessary to perfect
an exemption are completed.

                                       9





         7.6 Legend.  Any certificate  representing  Securities shall be stamped
with a suitable  endorsement  to the effect that said  Securities are subject to
the terms  and  conditions  of this  Article  and  stating  that said  terms and
conditions  are fully set forth in this Article,  a copy of which is on file and
available for the inspection at the main office of the Borrower.



                                  ARTICLE EIGHT

                                  MISCELLANEOUS

         8.1  Survival  of  Warranties.  All  agreements,   representations  and
warranties made herein shall survive the execution and delivery hereof.

         8.2 Failure or Indulgence  Not Waiver.  No failure or delay on the part
of Holder  hereof in the  exercise of any power,  right or  privilege  hereunder
shall operate as a waiver thereof,  nor shall any single or partial  exercise of
any such power, right or privilege preclude other or further exercise thereof or
of any other  right,  power or  privilege.  All  rights  and  remedies  existing
hereunder  are  cumulative  to, and not  exclusive  of,  any rights or  remedies
otherwise available.

         8.3 Notices.  Any notice herein required or permitted to be given shall
be in writing  and may be  personally  served or sent by United  States mail and
shall be deemed to have been given when  deposited  in the United  States  mail,
registered,  with  postage  prepaid and  properly  addressed.  For the  purposes
hereof,  the  address  of the Holder and the  address  of  Borrower  shall be as
follows:

         Borrower                                   Holder
         --------                                   ------
         Ravenswood Winery, Inc.
         655 Sutter Street #408
         San Francisco, CA 94102

Both  Holder  and  Borrower  may change the  address  for  service by service of
written notice to the other as herein provided.  Telegraphic and "FAX" notice is
also permitted.

         8.4 Amendment  Provision.  The term "Debenture" or "this Debenture" and
all reference  thereto,  as used  throughout  this  instrument,  shall mean this
instrument as originally executed or if later amended or supplemented.

                                       10




         8.5  Assignability.  Subject  to the  provisions  of  section  7.4 this
Debenture shall be binding upon Borrower,  its successors and assigns, and shall
inure to the benefit of Holder, its successors and assigns.

         8.6 Cost of  Collection.  If  default  is made in the  payment  of this
Debenture,  Borrower shall pay the Holder hereof costs of collection,  including
reasonable attorneys' fees, should Holder prevail.

         8.7 Governing Law. This Debenture has been executed by Borrower in, and
shall be governed by the laws of the State of California.

         8.8  Interest  Rate.   Notwithstanding  any  other  provision  of  this
Debenture,  the  maximum  total  interest  that the Holder  shall be entitled to
receive  hereunder shall not exceed the maximum rate permitted under  applicable
law. Subject to this  limitation,  the initial 8% interest rate shall be subject
to  adjustment  up or down  after  the  first 18  months,  and  every 18  months
thereafter to 1% over the prime  interest rate or the Bank's index rate given to
prime  commercial  customers (the Prime Rate) by the Bank of America,  NTSA, San
Francisco,  California. There will be a limit of a 2% adjustment, plus or minus,
at any one  adjustment  period,  and a maximum  interest rate of 11%. Prime Rate
changes  which  produce  rates which exceed these limits shall not be taken into
account.

IN WITNESS  HEREOF,  Borrower has caused this Debenture to be signed in its name
by its duly authorized officers.

Dated:

Ravenswood Winery, Inc.

by: _______________________________


Attest: ___________________________


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