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Lodi to promote wine in Costa Rica

By Chris Nichols
News-Sentinel Staff Writer
Thursday, September 6, 2007 6:36 AM PDT

Learning the culture of San Jose, Costa Rica could one day prove as important for local wine producers as knowing that of the Silicon Valley city by the same name.

Representatives from a dozen Lodi area wineries will tour the Central American hub next month to promote their products and make inroads into the surrounding 47-million-person market.

"This is an opportunity — the world is becoming flat," said Pat Patrick, president of the Lodi Chamber of Commerce, who is helping organize the trip for both the local wine industry and other interested businesses.

"We just looked at local (markets) years ago, and then we went national. The next logical step is the global marketplace," he said.

Costa Rica is seen as a entry point into markets in Nicaragua, Panama, Belize, El Salvador, Guatemala and Honduras.

Mark Chandler, executive director of the Lodi-Woodbridge Winegrape Commission, said Costa Rica is just one of several international markets that are opening up to Lodi wine.

Local wineries large and small already export to Canada, the United Kingdom, China, Japan and Korea.

Central America, however, has been overlooked by some of the industry's larger producers, and holds promise for Lodi companies, Chandler said.

"It's a good investment of time and energy," he said.

The focus abroad doesn't mean industry leaders are giving up on the domestic wine market. Chandler noted that he'll promote Lodi wines in markets from Southern California to North Carolina to New York in the next year, with many stops in between.

Lodi already has a few connections in Costa Rica. Wines from Pasos Vineyards and Macchia and Watts wineries were poured last year during the inauguration festivities for President Oscar Arias.

Antonio Pasos, owner and winemaker for Pasos Vineyards, said he's already shipped his old vine zinfandel, syrah, charbono and dolcetto varietals to Costa Rica for the upcoming event.

With huge competition among wineries domestically, Pasos said it only makes sense to market abroad.

"If you want to get some exposure, it seems you've got to take your product elsewhere," he said. "How many thousand wineries are there in California?"

In addition to wine, Lodians have made an impact on Costa Rica's building industry. Led by Tokay High School graduate Eric Neuvert, Paradigma Construction has built numerous upscale homes in the nation.

Patrick said Frank Gayaldo, a local wine broker, gets much of the credit for opening up the country to Lodi products.

He's helped connect the Lodi Chamber with the U.S. Embassy in Costa Rica, with the goal of introducing Lodi goods to the Commercial and Agricultural Attache in the country, Patrick said.

Gayaldo is also helping to feature Lodi wines during the 3-day EXPOVINOS festival to be held during the chamber's October visit. Lodi wines will be the only wine served at the festival, a showcase for food, wine and lifestyle products.

Patrick will be taking profiles of Lodi businesses and their product samples to Costa Rica next month. Contact him about taking your businesses' products at 367-7840, ext. 104.

The chamber is taking a similar trip to China in November.

Contact reporter Chris Nichols at chrisn@lodinews.com.

Reader Feedback

Thief wrote on Sep 7, 2007 11:18 AM:

" Costa Rica has a lot of resorts and attracts about a million and a half tourists per year. Tourists that travel internationally like wine. I bet they can sell more wine in Costa Rica than in some states in the U.S.A. "

Observer wrote on Sep 6, 2007 8:18 AM:

" Sounds like a field trip opportunity for some R&R; not about wine promotion. "

Comments on this story are now closed.