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State of the City Lodi wine the focus of new multimedia ad campaign

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Bob Lauchland

Richard Lauchland

Posted: Friday, November 11, 2011 12:00 am | Updated: 5:51 pm, Wed Oct 23, 2013.

A year-long strategic planning session has led to a new advertising campaign directly targeting wine consumers, and so far, it’s been a success, local vintners announced Thursday at the State of the City address.

Brothers Bob and Richard Lauchland presented the multimedia-heavy “LoCA” campaign to audience members, telling them the purpose of the campaign was to not only encourage people to purchase more Lodi wine, but to also raise awareness about the region to consumers.

On a $450,000 advertising budget, the Lodi Winegrape Commission has been able to completely revamp their website design to focus on the campaign while also promoting local wineries.

“It is a light, whimsical way to advertise our wine in a way no other wine region has talked about themselves before,” Richard Lauchland said. “Lodi is poised to be the next great wine region that people will flock to.”

Going forward, the multimedia heavy campaign will continue to push for a heavier online presence, including a Facebook advertisement popping up in spring 2012.

With the United States now the largest wine market in the world, Lodi growers are seeing grape prices rise back to profitable levels after a wine and grape supply stagnation over the last three years, Bob Lauchland said.

He added that with Lodi’s 100,000 acres of wine grapes, the region has now surpassed the acreage of Napa and Sonoma combined.

And while exotic pests and a cool season produced lower yields this year, Bob Lauchland said not to fear, Lodi wine will still be top-notch. Farmers just need to resist the urge to over-plant in tough times, he added.

“We simply make great wines, fresh and full-bodied,” he said. “As we look to the future, Lodi wines will fill a popular segment in the premium wine market.”

Contact reporter Katie Nelson at katien@lodinews.com.

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