Elasticity and price calculations

Tony Lima has been a California wine fan since arriving in California from the east coast in 1974. He's lived the growth and expansion of the industry first hand. He's seen the fickle California Wine consumer fads pop up and burst... the craze for Zinfandel, then oaky Chardonnay, then Merlot, now Pinot Noir. His day job was Professor of Economics at California State University located in Hayward. (He retired in 2016.) His undergrad degree in chemical engineering (MIT) and his MBA ( Harvard) and Ph.D. Economics (Stanford) are the root of his interest in the Business of Wine. He is a card-carrying member of the AAWE - American Association of Wine Economists.