NOVEMBER 21, 2025

Sharing Our 2025-2030 Strategic Plan

Dear Colleagues,

On November 7, the Oregon Wine Board directors and staff released our 2025-2030 strategic plan. We take great pride in this work and are grateful to all who participated in our listening sessions. We identified ten key themes that had significant consensus across all input opportunities. We heard you and your input gave us clear direction!

The strategic plan will guide and position OWB’s work toward achieving our new vision and mission for the next five years:

Vision
We envision a sustainable Oregon wine industry that is globally recognized for its leadership, craftsmanship, and commitment to excellence.

Mission
Empower and unite Oregon’s wine community through marketing, research, and education for the advancement of our world-class wines.

Strategic Pillars
The OWB will focus on four strategic pillars that align with our imperatives of supporting the Oregon wine industry through marketing, research, and education:

Marketing That Breaks Through: Elevating Oregon wine globally through a strong brand, high-impact campaigns, and engagement across trade and consumer audiences.
Research and Education that Empowers: Equipping Oregon’s wine industry with insights, data, and knowledge to navigate market trends and implement forward-thinking business strategies.
Communication that Connects: Delivering clear, credible messaging that informs, engages, and influences across audiences and channels.
Operational Excellence that Delivers: Continuously improving our service to the industry, focusing on flexibility, transparency and operational efficiency.

To learn more about the plan, our objectives and measures of success, please visit our website to view the OWB 5-Year Strategic Plan, presentation materials, and the webinar recording.

We look forward to working with you in the coming years to advance Oregon wines locally, nationally and globally.

Best Regards,

Gina Bianco
Executive Director

Marketing

Holiday Campaign Highlights

OWB has launched our holiday campaign celebrating Oregon wine as the perfect gift. The Give Oregon Wine Toolkit is now live, offering wineries and industry partners ready-to-use resources, tips, and messaging to support the campaign and connect with holiday shoppers. Use the toolkit to amplify your offerings and help spread the joy of Oregon wine this season.

In addition, OWB’s paid holiday advertising plan includes a number of high visibility placements to amplify our message:

High visibility billboards across the state, including a wallscape in Portland’s Pearl District and placements Eugene, Salem, Beaverton, and Roseburg.
A full-page placement in the first edition of the Wine.com Gift Guide, included in 50,000 shipments during the first week of November.
A dedicated Wine Spectator e-blast to 50,000 subscribers on Nov. 20 spotlighting how Oregon wines pair perfectly with Thanksgiving and linking readers to our Thanksgiving Pairing Guide.

Oregon Wine Touring Guide 2026-2027 Now Available

Oregon Wine Board is proud to unveil the 2026-27 edition of the Oregon Wine Touring Guide, now available for industry members. This publication helps people explore Oregon’s diverse wine regions and inspires them to travel throughout the state. The Oregon Wine Touring Guide makes a wonderful addition to any tasting room. Order a complimentary 40-count case for your tasting room and view the digital version online.

Collaborate with us on Social Media

Share imagery and videos of groups gathering, connecting and enjoying Oregon Wine in holiday settings and in your tasting rooms. Don’t forget to tag @OregonWineBoard and use #OregonWine so we can amplify your story.

Education

Oregon Wine Symposium Priority Registration Now Open

The Symposium is back for two full days, February 3 & 4, 2026. The agenda is packed with timely education, inspiring ideas, and plenty of opportunities to connect with peers from throughout Oregon and beyond. Explore the in-progress program to see what’s in store, then be among the first to claim your spot. Priority Registration is open through January 15, offering the best available pricing, plus group discounts for teams.

Don’t forget to follow OWS on social to stay up-to-date on sessions, speakers, and other Symposium information!
LinkedIn | Instagram | Facebook

2025 State of the Industry Webinar: Recording Now Available

Danny Brager of Brager Beverage Alcohol Consulting and Jenn Warrington of WISE shared a comprehensive look at national and Oregon-specific sales trends, depletions, market performance, DTC insights, and practical strategies for closing out the year strong. Watch the recording.

Last Call! Seeking 2025 Winery Trials

The Oregon Wine Symposium’s Enology Program Committee is looking for any winery running a trial during the 2025 vintage that may yield wines to showcase at Symposium in February 2027. If you’re planning winery trials this fall and would be willing to bottle samples of your experiments to share with winemakers around the state, please send Jess Willey, OWB Director of Research & Education, a short note.

Research

November 2025 Weather and Climate Forecast

Dr. Greg Jones recently published an updated weather and climate summary and forecast. This report looks back at October and forecasts conditions for November, December, and January.

Press and Media

Media Highlights

The World’s 50 Best Vineyards were unveiled this week, and two Oregon vineyards made the list. Congratulations to Maysara Winery (#23) and Brooks Wine (#35).
The 50 Best Wines of 2025 were announced by VinePair, and Oregon wine won 13 spots including the #1 (Division Winemaking Co.) and #4 (White Rose Estate) spots. Congratulations to this year’s winners.
The Top 100 Wines in the World were announced by James Suckling. Congratulations to the Oregon wines on this list.
Forbes and Food & Wine Magazine have listed Oregon Wine as some of the best wine for Thanksgiving.
US Editor Clive Pursehouse reported extensively on the Willamette Valley 2023 vintage in this month’s print version of Decanter, including 40 wine picks from the region.

Opportunities

Media Opportunity: Oregon Wine Press January Almanac Issue

Oregon Wine Press is seeking submissions for its January Almanac issue, including milestone winery anniversaries, significant awards or accolades you have received in 2025, and predictions for trends within our industry. Email Michelle Francisco by Friday, December 5 to contribute.

Willamette Valley Nominations are open for Cellar Star Awards

Nominate your favorite WV wine industry professionals for this year’s Cellar Star Awards by November 30. The top three nominees will go head-to-head in February for public voting, and will be recognized in April’s ceremony.

“Wine Characters” Interview Opportunity

Carl Giavanti is a winery publicist and publisher of Wine Characters, an international winemaker interview series that profiles the stories of winemakers and their wines. Carl is interested in promoting and featuring Oregon Wine in this ongoing interview series. If you’d like to participate, email [email protected] to request the interview document and instructions. Visit winecharacters.com to learn more.

Wine Studies Scholarships Available for Unidos Bridging Community

Linfield University’s Center for Wine Education and Unidos Bridging Community have partnered to expand access to wine education and career pathways for Latinx students in Yamhill County. Several one-time scholarships of $3,000 or more are available to eligible students pursuing wine studies in June 2026. Learn more or apply by contacting [email protected] or express interest here.

Join LIVE’s “Spin the Bottle” Retail Campaign in November

This November, LIVE is launching a retail marketing campaign. Learn more about the campaign here. Email [email protected] if you are interested in getting involved and/or ordering a poster.

Calls for Wine

2026 TEXSOM Awards—December 15, 2025 (Early Bird)
2026 Sommelier Choice Awards—January 31, 2026 (Early Bird)

OWB Events

Industry event calendar | Consumer event calendar | Post an event

OWB Public Board Meetings

December 5 | In-person (OWB Office – 5550 S. Macadam Ave., Suite 100, Portland) | 9 a.m. – 2 p.m. | Zoom link
Given limited space in-office, please confirm plans for in-person attendance with Stacey Kohler. For questions about OWB Board Meetings, contact [email protected].

Oregon Wine Symposium

February 3-4, 2026 | Oregon Convention Center, Portland
The Oregon Wine Symposium is where the Northwest wine industry comes together to face today’s challenges and shape tomorrow’s opportunities. Priority registration is now open.

Reminder: Add your industry and consumer events to the OWB’s events calendars!

Grapevine Newsletter: November 21, 2025

NOVEMBER 21, 2025

Sharing Our 2025-2030 Strategic Plan