Pour it on!

Lodi already is big in producing premium varietals for the value and premium segments of the market. Building new brands around winegrapes sourced in the District is a critical brick in the foundation of our future.

After years of quality improvements, grower education, the elimination of some growers reluctant to change, and even the death of some die-hards, Lodi-Woodbridge is starting to reap the potential rewards. While the pain of change during the past few years has had some of us shaking our heads and wondering how it pays to compete with Napa and Sonoma.

The reality is Napa and Sonoma can't put a great tasting wine at an affordable price on all the American tables that want one. Lodi-Woodbridge cannot do that either. Finding our place is critical to the future.

At some quality point, together with a quantity and price point, Lodi-Woodbridge will flourish. Finding that place first will pay handsomely to the first growers to reach this optimum point.

That is our challenge. I think we are up to it.

P