- This event has passed.
LODI VINEYARD & WINE ECONOMICS SYMPOSIUM
June 28, 2018
LODI VINEYARD AND WINE ECONOMICS SYMPOSIUM
June 28, 2018 – Wines and Roses Conference Center – Lodi, California
8:00 – 8:30 a.m. REGISTRATION AND COFFEE
8:30 – 8:40 a.m. WELCOME AND INTRODUCTIONS
Stuart Spencer, executive director, Lodi Winegrape Commission
8:40 – 9:15 a.m. THE ECONOMIC TRENDS DRIVING CHANGE IN THE LODI AG REGION
Brad Alderson, wine and winery consultant
The third annual Lodi Vineyard and Wine Economics Symposium will open with a presentation of the results of the 2018 Survey of Vineyard Economics Issues and Trends in Lodi and surrounding regions, presented by wine industry veteran and advisor Brad Alderson.
9:15 – 10:00 a.m. HOW WINES FROM LODI AND SURROUNDING REGIONS THRIVE IN THE BROAD MARKET
Brian Lechner, Nielsen Research
In the U.S., wine sales continue to grow, but the landscape is increasingly diverse in terms of consumers, segments and performance of wines from various regions. This session will uncover key regional and consumer trends to show what’s winning with consumers so you can keep abreast and stay ahead of the market.
10:00 – 10:30 a.m. NETWORKING BREAK
10:30 – 11:15 A.M. IMPORTANCE OF LODI WINES IN THE RETAIL CHANNEL AND OPPORTUNITIES FOR GROWTH
Curtis Mann, Director of alcohol and beverages, Raley’s Family of Fines Stores
Wine retail visionary Curtis Mann worked in multiple levels of the wine business, learning to understand the consumer before joining Raley’s grocery stores. Mann converted the wine departments of dozens of stores from basic grocery-store aisle experiences to an intimate wine shop feel. Find out what makes a lesser-known region, or rare varietal, attractive to the retailer and wine consumer. For Lodi, the Delta and surrounding regions, there may be interesting opportunities for retail expansion and growth. Under Mann’s direction Raley’s was awarded a coveted Wine Star award for “Retailer of the Year” from Wine Enthusiast Magazine.
11:15 – 12:30 p.m. PREMIUMIZATION PROS: TIPS ON BUILDING HIGH-END, LOCAL BRANDS
Stacie Jacob, Solterra Strategies – MODERATOR
Lexi Boeger, Boeger Winery, El Dorado Hills Winery Association
Joan Kautz, global sales and marketing, Kautz Family Vineyards
Morgan Twain Peterson, owner and winemaker, Bedrock Wine Co.
Sue Tipton , Acquiesce Winery
Lodi, the Delta and the Sierra Foothills have become wine regions on a fast rise. The challenge and opportunity for this trio of related regions is based on past perceptions, as well as increasing possibilities for the future. This discussion will include the tactics that worked to build brands in other rising regions, such as Paso Robles, as well as stories from wineries using locally-grown grapes that have made the leap to the ultra-premium level.
12:30 – 1:45 p.m. LUNCH
1:45 – 2:30 p.m. THE BACKBONE OF CALIFORNIA WINE: LODI-DELTA GRAPE AND BULK WINE
Erica Moyer, Turrentine Brokerage
Marc Cuneo, Turrentine Brokerage
The Lodi-Delta region is referred to as the backbone of “California Appellation Wine.” Turrentine Brokerage will describe how the Lodi-Delta region fits in to the California wine business and describe, in detail, the current grape market compared to other regions within California, while further describing what “it” is that draws buyers to the Lodi-Delta region. “Hot,” and not-so-hot (for now), grape varieties will also be examined. Finally, how does Turrentine Brokerage use the Lodi and Delta brand, and how is the brand for grapes and bulk wine perceived in the market place?
2:30 – 3:45 p.m. HOW WINE GRAPE GROWER THRIVE RATHER THAN SIMPLY SURVIVE, THROUGH EFFECTIVE GRAPE MARKETING
Jeff Bitter, incoming President, Allied Grape Growers
Stephanie Bolton, PhD, Grower Communications and Sustainable Winegrowing Director, Lodi Winegrape Commission
Rodney Schatz, Peltier Winery
How do grape growers not only survive, but thrive? It could be argued that winegrapes from the Lodi region are the highest-quality grapes grown in the entire San Joaquin Valley—but though the quality is high, as evidenced by the North Coast wineries eager for this fruit, the price points for Lodi and surrounding regions fall short of other AVAs throughout the state. As costs associated with farming rise, what can growers do to market their vineyards and position grapes at a higher value, to command a premium price?
3:45 – 4:45 p.m. WINE TASTING AND NETWORKING MIXER