In a small-town community like Lodi, where wine is the main economic driver, its success is essential. To help promote local wine, Winegrape Commission Executive Director Stuart Spencer got an idea.
Lodi wine has seen a drop in sales over the past three years. It's also become harder to make events profitable, even with the regular funding through membership fees and event profits.
"A lot of growers are struggling right now," Spencer continued. "There's a lot of vineyards coming out of the ground. There's a lot of grapes still for sale and so our winery community feels it's important to step up and take and share that promotional burden for the region."
While the Winegrape Commission has about 70% of local wineries on board, some people think the added cost will end up costing the wineries.
But Spencer says the money will boost both wineries and the community.
Other regions in California have something like this in place, from Livermore to Temecula and, most recently, Santa Barbara.
Next, the commission will go in front of the Board of Supervisors in September, hold two more public hearings after that, and if all goes to plan, this assessment will be in place by January 2026.
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