Although Lodi has been a factor in California’s wine business for over 150 years, few people outside the region knew, appreciated or respected them from a wine making standpoint. In fact, with over 700 growers, the Lodi Appelation produces over 20% of California’s total winegrape production. Rather than trying to compete head on with the more established – and, in many cases, “stuffy” wine regions, we developed a fully integrated campaign to appeal to the masses of younger and more casual wine drinkers – The result was a youthful, irreverent and progressive campaign which created significant growth in demand as well as added value to the Lodi wine region.
