Oh Lord, I’m stuck in Lodi again 

Ok, enough of the obscure song lyrics.  Have you ever heard of Lodi?

lodi sign

At a recent wine tasting that I attended there were several wines that the group universally loved and they were all from Lodi, California. We were all surprised, and some didn’t even know exactly where Lodi was.  Referred to as the “next” Napa,  Lodi is a city in California’s Central Valley located about 75 miles east of the famous wine making region (Giglio, 2014).

Upon further research Lodi is anything but the next Napa and the Lodi Wine Commission is working hard to differentiate their unique brand of California wine (www.lodiwine.com).

The Lodi Wine commission wants you to know that Lodi is all about the passion and history of the people making the wine.  Their online digital and social presence is very integrated and works to get that point across.  They are active on all major social platforms including Instagram, Facebook, Twitter and Pinterest.

Now I know that Lodi is not Napa’s sister to the east, it is more like the crazy cousin they hoped you wouldn’t notice.  After all, according to the Lodi Wine Commission, “What you call crazy, we call passion. What can we say, we’re LoCA.”

So, the next time you are drinking a great California Zin, look at the label and there is a good chance it is from Lodi.  I might just make a trip out there to see what they are all about the next time I am in the Bay Area!

Reference

Giglio, A. (2014). 5 Reasons Why Lodi, California is the Next Napa Valley. Details. Retrieved 4 August 2015, from http://www.details.com/blogs/daily-details/2014/04/why-lodi-is-the-next-napa.html

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9 Responses to Oh Lord, I’m stuck in Lodi again 

  1. Lisa says:

    This post reminds me of the show we watched earlier in the semester where the team makes commercials for obscure locations. What a great idea to do a play on words with the town name to build interest and pique people’s curiosity. I wonder if they have a Qtag or something on the bottles that allow you to access the video or material right in the store? Thanks for sharing.
    Lisa

  2. Jennifer says:

    Hi Valerie,

    I love your post! I read everything before I watched the video you posted. Like Lisa mentioned, it reminded me of the Commercial Kings episode we had to watch earlier in the semester. As such, I was expecting to see a wacky video that emphasized their craziness, but was pleasantly surprised to see a video that really captured their passion for their wine making. Crazy doesn’t have to always look crazy, which I think advertisers have a tendency to forget! I think this video was great, though, and highly effective as it told an engaging story about this town that I’ve only heard of previously. But now, I think a trip up there is definitely in order.

    Jen

  3. Alexis says:

    Hi Valerie,
    I love your post for many reasons, a few being that I’m a big wine fan growing up in “the not sister to Lodi ” Napa Valley, and well wine is simply fabulous! I’ve been out to Lodi a few times to attend weddings at the wineries out there which has surprisingly become a trend. The Napa Valley and Lodi situation is starting to have the same trend as the SF to East Bay trend that is going on. There are so many people flooding SF that the rents are so high, everyone is opting to move to the East Bay where their money will go a lot further. In terms of wedding venues, these Lodi wineries are offering the same amazing wine experience minus the big $ sign to rent the location. It makes sense, and it’s good marketing that Lodi wants to state it’s difference from Napa – lets face it, it is hard to trump the reputation that valley has. However, I’m sure they are enjoying the over saturated effects!

    Cheers!
    Alexis

  4. Lori says:

    Hello Valerie – I actually have been to Lodi and found your post very interesting. Central California has a great collection of wineries that I have grown to love. There is also a beer manufacturer nestled within the distinct wineries as well.

    While reading your post, I was looking for a bit more information on Lodi’s integrated marketing position. Do they have the same look and feel throughout their social media sites (I just saw that each social media site name links to Lodi’s pages. I would be nice to see them in your post as well… I am now hoping to taste their wine some time soon)? I am with Lisa, I like the play on the phrase “runs through our vines”. Thank you so much for posting on this topic.

  5. Gustavo says:

    As a native San Franciscan it’s not rare to see locals or tourist of the city go to Napa for a quick weekend get away. In fact tourism is rising from both domestic and international visitors in the past 3 years thus there has been a big economic impact as well. Therefore I think it is smart of Lodi to create its own marketing strategies and differentiate from Napa as another alternative to the popular destination and piggyback off of the regions current success. Other than Napa being the manufacture of wine, tourism serves as one of the largest industries of the area. Lodi, not to far from the Napa area, I believe is doing a great job in pursuing some of the market by perhaps offering a more affordable trip with the same experience. The fact that there is also many return visitors to the Napa area make the possibility of trying out another wine destination near by such as Lodi more likely. City slickers in San Francisco are always looking for a weekend get away and Napa is the perfect distance and setting to do this. However people like to change it up so I think Lodi is smart on their part by developing a marketing campaign to brand Lodi as another fun destination for leisure or any other purpose. Great post.

  6. Destinee says:

    Hi Valerie,

    Great post! I actually grew up in the small town of Livermore (East Bay,CA) which is ALSO considered a close second to the Napa Valley because it has a vast collection of wineries throughout the countryside. In fact, Livermore has signage throughout the town that boasts it as being the “Wine Country”, and we even have a yearly Wine and Honey Festival in May. It is also home to two of the nations oldest running wineries: Wente and Concannon wineries.

    As Valerie and Gustavo pointed out above, the East Bay region is becoming very popular as Bay Area residents in cities like San Francisco are moving out to reside in the more slightly economical suburbs. However, I also think that people are moving to get away from the hustle and bustle of cities to experience the more quaint East Bay.

    As many commenters have mentioned above, this post also reminds me of The Commercial Kings episode. Perhaps the reason California wine regions are becoming so popular is because cities have realized the success of Napa, and have tried to emulate that regions success in their own tourism market?

    Cheers!

    – Destinee Cordeiro

  7. Kelly says:

    Hi Valerie,

    Although I haven’t been to Lodi, it sounds like they need to develop a point of differentiation that separates them from competitors. Ultimately, their social media efforts, videos, etc. will help drive the message of why they are a unique wine destination but what is so unique/different about them that will attract guests there instead of other wineries in that region? As Lisa mentioned, this is similar to the Commercial Kings episode, but the difference is that Lodi has a singular product that the town revolves around and is easy to package- wine. It can be marketed as a tourist destination combined with “Stay & Wine” packages and/or as a stop for locals to enjoy wine from that region. Some wineries in Tuscany are using the idea of Voluntourism as a marketing effort to attract tourists to their wineries, maybe Lodi can do the same. Voluntourism is when you sign up to volunteer while on vacation in order to help the community that you’re staying in. For example, in Tuscany if you sign up for voluntourism projects many of them give you the opportunity to work on a vineyard with a winemaker for 1-2 days and help them with chores around the winery. Ultimately, it’s a didactic experience that allows guests to learn more about wine making while winemakers benefit from the work that the volunteers complete around the winery. Again, it could be an interesting concept for Lodi to try out.

  8. Errol says:

    Valerie,

    I really enjoyed your post! I live about an hour away from Lodi and have been there many times. Growing up and living in the Central Valley, I have noticed the trend that many of these “small towns” are trying to do with branding themselves as different and unique from one another. I use to work for the Manteca Convention and Visitors Bureau with the mission to capture tourism into Manteca (located about 30 minutes from Lodi).

    Our tagline was Hook, Wine, and Sneakers to emphasize that we have many lakes for recreational sports, Wine (close to Lodi and Delicato Vineyards is within the same area), Sneakers (hiking and walking trails). With Lodi and places like Manteca close to freeways and other major highway arteries within California, it is quite alarming how many individuals stop by these towns as they travel to Yosemite and other major metropolitan places.

    This definitely reminders me of the course video where the small town close to vegas tried to brand and identify themselves from others. Definitely try and make a stop at Lodi, Murphys, Livermore, and other wineries within the Central Valley!

  9. Anastasia says:

    Valerie,

    What a great post!! As a lover of WINE….when the semester is over I’m having a glass….I really enjoyed this post. I spent 5 years in another small town in the North Valley, city of Davis, which is not too terribly far from Lodi. Although I have never been to Lodi, I have been to the wineries near by, such as Napa, Sonoma and some in Salinas, a county to the South West of the city. I feel like Lodi is headed in the right direction with their marketing and positioning. I agree, with some of the other posts that they need to make sure they find a space within that industry that is not currently being tapped into. The Central Valley has an over abundance of wineries and distilleries so they need to research what else they can offer that is unique to their small town. BUT…..they are definitely on the right track.