Region Emphasizes Accessible Experiences and Options for All

The Lodi Winegrape Commission announces the launch of “No Reservations,” a marketing campaign highlighting the region's genuine hospitality, accessibility, and exceptional wine quality. Rooted in agriculture and grounded in community values, the initiative challenges the notion that premium wine experiences should be exclusive, positioning Lodi as a destination where award-winning wines remain approachable to all.

The campaign responds to evolving consumer preferences and economic pressures affecting wine tourism:

• Tasting room visits dropped 5.1% in 2024, with the soaring costs of tasting fees, transportation, and lodging likely contributing to declining visitation (Silicon Valley Bank)
• Average tasting fees have risen 200% since 2012 to $38 for standard experiences and $72 for reserve tastings (Silicon Valley Bank)
• Wineries accepting walk-ins dropped from 45-80% pre-pandemic to just 10-15% today (Silicon Valley Bank)
• 37% of wine visitors rank "ability to just drop by" among their top three priorities (Wine Market Council)
• Younger consumers prioritize "fun" and rate casual experiences over elaborate guided tastings, with tasting bars showing renewed appeal (Silicon Valley Bank)
• Nearly 60% of consumers cite a personal connection with a winery owner or representative as a key purchase driver, reinforcing Lodi’s reputation for genuine hospitality and direct engagement. (Wine Market Council Consumer Benchmark Study)

With more than 60 tasting rooms showcasing wines from the over 130 varieties that thrive in Lodi's Mediterranean climate, this multi-generational farming community combines its agricultural heritage with premium accessible experiences.

Wineries across Lodi offer everything from casual wine bar tastings to curated tours and food pairings, giving visitors choices to match every preference and style. With an average tasting fee of just $16, often waived with purchase, Lodi makes it easy to explore, with wines typically priced between $22 and $52.

Accommodations in Lodi range from luxury, like the newly re-opened Appellation Lodi Wine & Roses Resort and Spa, helmed by celebrity chef Charlie Palmer; to mid-range properties from Hilton, IHG, and Marriott; to local B&Bs and cottages. The region's Lodi Wine Visitor Center is dedicated exclusively to promoting wines made from Lodi grapes, and was recently recognized by the San Francisco Chronicle as the region's “coolest tasting room.”

“It’s time to remove the barriers and get back to what made California wine great—meticulous farming, craft winemaking, and a customer-first mentality,” said Stuart Spencer, Executive Director of the Lodi Winegrape Commission. “In Lodi, we're proud to make wine for everyone to enjoy. We want wine tasting to be easy, welcoming, and focused on discovery. The welcome is real, the wines are exceptional, and our commitment to share it is genuine.”

Lodi's approach accommodates diverse visitor needs through varied offerings rather than a one-size-fits-all model. Many tasting rooms welcome drop-in visits, while others offer thoughtfully curated experiences, including food pairings, vineyard tours, and educational tastings, that benefit from advance planning. This flexibility serves a crucial business goal: converting curious visitors into long-term wine enthusiasts by ensuring first impressions are easy, inviting, and enjoyable.

“Younger consumers want to discover great wine in welcoming environments where they can bring their families and pets, explore at their own pace, and connect with real people who are passionate about what they do,” Spencer continued. “That's exactly what Lodi has always offered.”

About the Lodi Winegrape Commission

Established in 1991, the Lodi Winegrape Commission represents the common interests of Lodi winegrowers with programs in marketing, education, research, and sustainable viticulture. The Commission collectively and effectively promotes Lodi’s vibrant, multi-generational farming community and California’s most dynamic wine region. Comprised of nine commissioners and nine alternates, the board of directors provides direction and input on behalf of the region’s 750 winegrowers. For more information about the Lodi Winegrape Commission, visit lodigrowers.com.

About the Lodi American Viticultural Area (AVA)

A historic winegrowing region since the 1850s, Lodi is perfectly situated 40 miles south of Sacramento and 90 miles east of San Francisco. Lodi’s Mediterranean climate and distinct soils allow its growers to cultivate more than 130 winegrape varieties, making Lodi the most diverse winegrowing region in the United States. The region also serves as home to more than 85 wineries – from boutique producers to legacy brands – specializing in small-lot, handmade wines that have garnered major awards at domestic and international wine competitions.

Lodi is naturally a leader in sustainable viticulture. Created by California farmers and accredited by world-renowned scientists, LODI RULES is America’s original sustainable winegrowing program. Held to a high standard of scientific rigor and excellence, the program emphasizes environmentally and socially responsible practices, while keeping economic feasibility in mind for long-term business success. Today, there are more than 75,000 acres certified throughout California, in Washington, and Israel. For more information about the Lodi AVA or LODI RULES, visit lodiwine.com and lodirules.org.

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“It’s time to remove the barriers and get back to what made California wine great – meticulous farming, craft winemaking, and a customer-first mentality,”