It was concluded that there is a free potential for future growth in the quality sector. Price trend analysis for different qualities is consistent with the expected growth. Envisaged changes in production patterns will bring increased revenues for the industry. However, if government intervention goals are to increase substantially industry profitability and farmers income, a balance between government incentives to expand the area of quality wine and government and private investment in market promotion are required. The non-adoption of marketing strategies to increase demand or a failure to promote quality wine demand will have negative effects on prices and on the industry profitability. It was concluded that there is a free potential for future growth in the quality sector. Price trend analysis for different qualities is consistent with the expected growth. Envisaged changes in production patterns will bring increased revenues for the industry. However, if government intervention goals are to increase substantially industry profitability and farmers income, a balance between government incentives to expand the area of quality wine and government and private investment in market promotion are required. The non-adoption of marketing strategies to increase demand or a failure to promote quality wine demand will have negative effects on prices and on the industry profitability.