Lodi is behind the wine –according to a new branding campaign revealed on Tuesday. The branding campaign comes from a $76,000 campaign to discover why people visit Lodi, and how the City can capitalize on that traffic.

The tested slogan, “Behind the Wine,” introduces Lodi as a part of California’s vibrant wine producing industry. The visual messaging campaign then builds an image that reaches further than just the glass of wine by offering glimpses of people skydiving, kayaking, and partaking in the arts.

Lodi’s push to brand itself resembles other similar actions taken by other Central Valley Cities. Stockton’s Downtown Alliance attempted to inspire the “Celebrate Stockton” campaign. The Lodi-Woodbridge Winegrape Commission also attempted to boost its industry recognition through Highway 99 corridor advertising.

Read the full story at the Stockton Record.