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NEWS FOR APRIL 13, 2021

Marketing
Research
Education
Calls for Wine
Upcoming Events

LETTER FROM TOM DANOWSKI


Dear Friends,
 
Congratulations and Thank You to the nearly four dozen industry members who offered up their time and experienced perspectives to evaluate the highest potential scientific research project applications received this year by the Oregon Wine Board. There was a total of 33 submissions considered for allocations from the industry’s pool of 2021-22 research dollars. Growers and winemakers from around the state met virtually for four hours on April 1 to discuss the range of viticulture and enology proposals and to narrow the list down to those that most closely align with the four essential priorities embedded in the industry’s strategic research plan:
The final slate of V & E projects recommended by our all-volunteer committee will be presented to the Oregon Wine Board of Directors during the next public meeting a week from today on Tuesday, April 20. Please let us know if you’d like to learn more about the OWB’s Research Committee.
 
A completely different research milestone bears down on us this coming week. It’s associated with our most important internal industry study, the annual Vineyard and Winery Report. Industry responses are so far tracking a little ahead of where they were this time a year ago according to the independent research team. However, we’d like to set a record this time to be as accurate as possible with the reporting on a year that will have ongoing and profound effects on production, sales and operating economics.
 
The unforgettable circumstances of 2020 make this survey especially significant. It will become the definitive record of the industry’s vital statistics and how they were influenced by C-19 and the historic wildfires. In order to allow as many businesses as possible to offer their information to University of Oregon statisticians, project director Bob Parker has extended the deadline to this coming Thursday, April 15. If you have not received the invitation to participate using your unique link, please contact Bob. If he’s in a generous mood, as is often the case, Bob might give you a couple extra days.
 
Since we’re just a few weeks from the official kickoff of Wine Month we want to call your attention again to the Oregon Wine Month toolkit. Updated graphics, logos and other statewide and regional digital materials have just been added reflecting the new Oregon Wine branding architecture unveiled at the Oregon Wine Symposium. Please download and share them now and throughout May to increase the campaign’s visibility.
 
Oregon Wine Month and the Symposium are just a couple of the activities and resource offerings we regularly track to measure industry engagement. Where your input allows it, we are also able to capture regional participation. This graphic summarizes several of the initiatives where industry members have jumped in, and to what extent, from each area of the state.

Click image above to enlarge
This corresponding exhibit illustrates where industry members enlist in committee service and in the OWB’s Information Sharing Task Force.

Click image above to enlarge
We’ll be updating these dashboards periodically as we use the data to monitor trends and discover ways in which program designs and resource allocations need refreshing to keep pace with the Education, Marketing, Research and Communications demands of our dynamic industry.

In closing, I’ll point you to this remembrance of Dundee Hills icon Jim Maresh. Jim passed away earlier this year and was presented with the industry’s Founders Award in 2015, which recognizes individuals whose pioneering, groundbreaking work has deeply influenced and advanced the interests of Oregon winegrowers and winemakers, fostering statewide collaboration. 


Tom Danowski
President

MARKETING

Share Your Brand Story

The new Oregon Wine brand was inspired by you and belongs to you. Please share your story of place, power and purpose with us by completing this short form. We will share your responses on social media, use them to inspire future creative for the Oregon Wine brand, and simply celebrate your awesome work. 

2021-22 Oregon Wine Touring Guide Now Available

The newest edition of the official Oregon Wine Touring Guide has printed and is available for complimentary order and delivery in 40-count cases. Please help us distribute this comprehensive tourism resource to visitors statewide by ordering your copies now.
 

Oregon Wine Month Trade Education Series (in progress)

On April 12, OWB Education Director Bree Stock MW presented the first of four master class webinars designed for the trade focusing on Oregon and three of its major winegrowing regions. Share the first recording and registration links for upcoming classes with your trade contacts.

Oregon Wine Month Industry Webinar Available

The Oregon Wine Month 2021 Toolkit includes a recording of a webinar presented to the industry on March 8. In this brief session, the OWB marketing team shared program elements and what to expect in the lead up to May as the industry prepares for this annual program. 


Order Oregon Wines Fly Free Materials

To make Oregon Wines Fly Free a more effective sales tool in your tasting room order a suite of printed materials—or join the program if you haven’t yet. The complete suite is available for complimentary order and delivery to all participating wineries.
 

Optimize Google My Business with Free Tools

Travel Oregon has partnered with Portland-based company Locl to provide free access to a suite of Google My Business (GMB) optimization tools to help Oregon travel and tourism businesses optimize their GMB profiles. To learn more, watch this informational webinar or visit Travel Oregon’s toolkit.

RESEARCH

Two Days Left: Participate in the 2020 Vineyard & Winery Survey | Extended Deadline: April 15

All Oregon vineyard and winery owners should have received an invitation to participate in the annual Vineyard & Winery Survey. Your participation is vital to ensuring the report accurately reflects the 2020 vintage. If you did not receive an invitation to participate, please contact the study’s organizer, Bob Parker at the University of Oregon. Alternately, click here to get started.


Take Vineyard Nutrition Survey to Support OSU Grant Application

A multi-institutional research team involved in the HiRes Vineyard Nutrient Management Project seeks to understand current vineyard practices and the technologies that may be used for improving nutrient management practices. All commercial grape growers, consultants and vineyard management companies are asked to complete a survey on what, how and why nutrient practices are used in vineyards. Contact Dr. Patty Skinkis at OSU with questions.
 

OWB Market Insights Report: Oregon Wine Performance in Off-Premise Retail

For years, Oregon wine has outperformed the category at retail across premium price segments and in a variety of U.S. markets. Oregon’s growth in the off-premise channel continued in 2020 despite the shift in buying patterns driven by the pandemic. Learn more in this summary report based on 2020 Nielsen data commissioned by OWB.
 

April 2021 Weather and Climate Forecast

On April 5, Dr. Greg Jones of Linfield University published an updated weather and climate summary and forecast. This report looks back at March conditions and forecasts conditions for April, May and June.

EDUCATION

2nd U.S. Sustainable Winegrowing Summit | April 19-21

Complimentary registration is open for the second U.S. Sustainable Winegrowing Summit on April 19-21. Learn about the driving forces behind the increasing interest in sustainable winegrowing and become inspired with new ideas on how to bring sustainability education and outreach to your region’s vineyards and wineries, your consumers and to trade.
 

Linfield University Wine Studies Summer Bootcamps

Linfield Wine Studies faculty are conducting three bootcamps this summer covering winemaking (July 26-Aug. 6), grape growing (Aug. 1-13), and how to build successful sales and marketing programs (July 12-23). Registration is now open for these courses, which may be taken for-credit or not-for-credit.

CALLS FOR WINE

Wine & Spirits Magazine Seeks Sparkling Wine for August Issue | Deadline: NOW

For its domestic focus on Summer Wines, Wine & Spirits Magazine is accepting sparkling wines for its August 2021 issue. Wines must arrive by this Friday, April 16, and OWB Communications Manager Sally Murdoch is available to assist with getting manual approval of wine submissions.

UPCOMING EVENTS

The OWB’s industry website hosts a calendar that includes industry-facing events as well as events with significant industry participation. Consult it when scheduling or rescheduling events to avoid conflicts, and don’t forget to post entries as well.

Links to post to both the industry calendar and the OWB’s consumer-facing calendar can be found here.
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