LangeTwins family biz’s roadmap for a lasting legacy
The story of the LangeTwins Family Winery and Vineyards’ began generations ago in Eastern Germany, from which the family immigrated to the U.S. in the 1870s through Ellis Island and eventually settled in Lodi, California, where they began their journey into agriculture.
“My grandfather was a wine grower and watermelon grower,” said Marissa Lange, the current president of the LangeTwins Family Winery and Vineyards. “You know how you can determine if a watermelon is ripe? It’s all about the sound of the thump.”
Randy and Brad Lange were the first generation of the family to branch out from the core business after returning home following college. The identical twins viewed wine growing in the region differently from the way their father did.
“They wanted to advance grape growing today, so they led and embraced the pest management system," Marissa Lange said. "They really embraced technology in agriculture. A farmer’s touch cannot be replaced, but there’s also a place for technology."
The duo built out their brand while integrating commercial agriculture and wildlands, which became an important part of stewardship and the ethos of their family.
Fast-forward to today, and the fifth generation is currently at the helm — with the burgeoning sixth generation right behind them. The nine current family members now operate two standalone businesses, the winery and the vineyard.
“We’re a farm family who built a winery,” said Lange. “That allows us to continue with consistency, quality and environmental attributes.”
The role of mentorship played a pivotal role in bringing the family together while simultaneously allowing the business to take new shape and flourish. “The twins are totally unique individuals that both have unique perspectives," she said. "They share and mentor us while also leaving us room to make our own endeavors.
“The winery is the best example of that. When we said we had this idea that was well outside of what was historically pursued, they gave us room to spread our wings, try new things and make mistakes.”
The family’s goal is to diversify the businesses and focus on vertical integration. “We’re continuing to remain dynamic and not static and to be observers of the world around us," Lange said. "We hope our kids will be that much smarter and do us one better.”
The rising generation ranges in age from 3 to 16, and one of those family members is already demonstrating an interest in technology and brand marketing, Lange said.
While the LangeTwins story may have begun with Randy and Brad, she said, their descendants are committed to upholding their vision and innovating the business for generations to come.