Issue link: http://winesandvines.uberflip.com/i/975273
14 WINES&VINES May 2018 WINE INDUSTRY NEWS He said the wealthy in China will not be deterred by the new tariff, but it's the middle-class or newly affluent that is his target customer. "If they see two wines they like, one from California and one from Australia, both at $50, and one goes to $65 and one goes to $45. What are they going to do?" "I don't agree with the presi- dent's view that trade wars are easy to win. But this is a small bump in a long road. And I think the Chi- nese look at things generationally, too. We'll survive and cooler heads will prevail," Honig said. Saving the family farm Lange, who had his Lodi Zinfandel order put on hold, described the tariff as a small part of an existen- tial challenge for American farm- ers, and also talked about a generational viewpoint. Reached by phone while he was making sales visits in Canada (which also requires stiff protectionist mark- ups on imported wine) he didn't blame President Trump, but did say, "We make wine to save the family farm. That's really the truth." In the mid-2000s the Lange family decided to move from being simply grape growers to creating their own winery and brand to capture more of the po- tential value of their farmland, which now totals 1,250 acres of vines in Lodi and Clarksburg. "That meant leveraging every single piece of land we own, and that risked all the work that my dad, my mom, and my aunt and uncle worked 45 years for," Lange said. "That's the kind of doubling down and risk that small family farms and family farms in general are having to risk as they go from generation to generation. We hope those in positions of influ- ence can understand how many challenges a family farm can face." —Jim Gordon Joseph Lange, left, and Layne Montgomery of m2 Wines promote exports in Hong Kong. For LangeTwins Family Winery & Vineyard in Lodi, Calif., export sales are part of an existential challenge since the family leveraged its land to build a state-of- the-art production facility.