Dear Friends,
It’s that time again for the final push to ensure the 2022 Vineyard and Winery Census is the success we all need it to be.As you can see below in the exhibit summarizing last year’s response rates by region, every part of the state would benefit from greater participation.We’re now at just 40% of this year’s target participation level. But it’s not too late to respond and our partners at the University of Oregon have extended the deadline for submitting data until this coming Sunday, April 30.Here is the link to the University of Oregon’s survey form.
If you missed this recent Oregon Wine Board (OWB) webinar presenting new data tables from last fall’s census, it’s worth a look. You’ll notice that a few AVAs produced enough data points to enable researchers to deliver 2021 reports specific to the Applegate Valley, Chehalem Mountains, and Yamhill-Carlton AVAs. With your involvement, we can expand the number of AVA reports even further this time around.
Turning to Oregon Wine Month and our #PairItForward campaign, the short-form videos you’re making are piling up and the camera loves you.
Here’s a 62-second example of how to #PairItForward just right from OWB Director and Chair Emeritus Donna Morris, (pictured here). Donna and her husband Bill Sweat co-founded Winderlea Vineyard and Winery in the Dundee Hills. There’s still time to send us your videos so we can promote them all on our social channels. The five easy steps to take are right here.
We also want to thank our travel industry partners for helping us boost awareness of Oregon Wine Month. OWB Director of Marketing Neil Ferguson keeps in close contact with Travel Oregon and many of the state’s local destination marketing organizations (DMO). Neil provides them with news about our industry’s program priorities as well as suggestions for travel organizations to co-promote. Here’s a nice piece Neil worked on with Travel Oregon for their consumer newsletter and another regionally-targeted one he helped get published by the Willamette Valley Visitors Association.
In closing, we want to remind you that suggestions or ideas on any subject for OWB’s management team or Board Directors are always welcome. Here is a short form to use when offering ideas or input.P.S. While you probably saw headlines last month about the swift downfall of Silicon Valley Bank (SVB), you may not have known it was eventually acquired by First Citizens Bank and that SVB’s wine division is carrying on with its annual Direct-to-Consumer Wine study. It opens tomorrow, April 26 and we’ll remind you about it again when we see the survey link.If SVB receives a statistically significant number of responses from your AVA, then it will send you separate charts and graphs enabling you to compare your AVA results to those of the overall US wine business.
Tom Danowski
President
Marketing
OWB Marketing
Oregon Wine Month Sweepstakes and Pair It Forward Campaign Launched
With Oregon Wine Month exactly one week away, OWB has launched two cornerstone initiatives. The first is the annual Wine Month getaway sweepstakes, which this year features the Umpqua Valley participating alongside the Willamette Valley, Rogue Valley, and Portland Urban Wineries. While OWB is driving traffic to the sweepstakes page through digital ads and partnerships with Travel Oregon, the Oregonian, and Portland Monthly, wineries and regional associations are encouraged to share the sweepstakes with their own followers. Last week, OWB also launched its Pair It Forward campaign, which showcases wineries and their favorite food and wine pairings through short videos on social media. Visit our Pair It Forward toolkit for more details and instructions on submitting a video.
Order Your 2023-24 Oregon Wine Touring Guides
The 2023-24 edition of the Oregon Wine Touring Guide is now available. This guide is a magazine and digital book meant to inspire more visits to your tasting rooms by locals and out-of-towners alike. It makes a wonderful addition to any tasting room and wine club shipment. Wineries, restaurants, and hotels are encouraged to order complimentary boxes in our Touring Guide Toolkit.
Wine Industry Insights
The Drinks Business Asks: Could Zweigelt be the New Pinot Noir?
Austrian wineries hope that Zweigelt can fill the gap created by the shortened supply of Pinot Noir from Bourgogne where the high-quality 2020 vintage was sandwiched between two smaller-than-average vintages. Read more.
The Drinks Business Showcases Pacific Northwest Versatile Syrahs
Shanken News Daily Reports on Oregon Wines New Record High
Led by Pinot Noir, Oregon wines continue to outperform the overall wine industry. Last year volume increased an estimated 3% to 5.3 million cases—an all-time high—according to Impact Databank. The total value reached nearly $900 million in 2022, almost doubling from $471 million in 2015.
Education
Register and Share Oregon Wine Month Educational Webinars
For Oregon Wine Month, OWB is hosting a series of educational webinars. Trade and industry members are invited to join OWB Director of Education Bree Stock MW as she takes a close look at the styles, varietals, and terroirs that make Oregon wines so diverse. These masterclasses take place Mondays at 11 a.m. For more information visit our website.
Webinar No. 3: Regional Reds | May 15, 11 a.m. Register
Webinar No. 4: Understanding Soils & Climate | May 22, 11 a.m. Register
Press and Media
Press Highlights
James Suckling Weekly Report: Oregon Makes Superb Chardonnays
After rating about 800 Oregon wines James Suckling declared in their weekly report that Oregon “makes some of the best Pinot noirs AND Chardonnays in the world. I used a capital-lettered “and” to emphasize that Oregon makes superb chardonnay with some bottles at the same level as grand cru Burgundy.”
The Wine Enthusiast Highlights Rise of Willamette Valley Chardonnay
Food & Wine Features Oregon Columbia Gorge Natural Wines
Hannah Wallace reports on Hiyu’s holistic winemaking approach and viticultural practice consisting of planting varieties together in the same plot and then fermenting them together. She then invites readers to a full farm and wine-tavern lunch experience.
Wine Spectator’s Perspective on the Future of American Wine
This article offers an outlook on what the future holds for the wine industry including a focus on Oregon. Greg Jones shares his perspective on the influence of climate change on our industry and the need for diversification in grape varieties.
Time Out Lists the 10 Best Wine Vacations in the U.S.
Oregon Wine Press (OWP) is seeking Muller Thurgau | Deadline April 27
Oregon Wine Press is planning to feature Muller Thurgau in their August Issue. Find out more.
Research
March 2023 Weather and Climate Forecast
Dr. Greg Jones recently published an updated weather and climate summary and forecast. This report looks back at March conditions and forecasts conditions for April, May and June.
Opportunities
Participate in the Winery and Vineyard Census | Deadline April 30
This year marks 40 years since the first Oregon statewide census of vineyards and wineries. Help us continue the legacy by participating in the 2022 study. This year’s new feature will be production estimates for AVAs where we get sufficient participation. The data form can be accessed here. Questions about the study can be addressed to Bob Parker who leads the effort on behalf of the Institute for Policy Research and Engagement at UO. As in the past, individual data will be confidential and never shared with the Oregon Wine Board.
Participate in USDA Farm Labor Data Gathering
USDA’s National Agricultural Statistics Service (NASS) will conduct its biannual Agricultural Labor Survey in April. The survey will collect information about hired labor from more than 2,000 farmers and ranchers. Survey participants can respond online at agcounts.usda.gov or by mail. NASS will publish survey results in the May 24 Farm Labor report.
Other News
Join Malbec in the City First Event | April 30
The first Malbec event in the country, Malbec in the City! will explore unique Malbec wines with an eclectic array of tastings, food pairings, tango dancing, live music, and more. Over 30 Oregon Malbec wines will be available, including the first white Malbec released in the United States by Valcan Cellars. Malbec in the city benefits Our Legacy Harvested. Buy Tickets here.
Wine Industry Network Advisor Offers Insight on Ingredient Labeling
Wine Ingredient Labeling is already a reality in Europe and is coming to the U.S. soon. Michael Kaiser, WineAmerica’s Executive Vice President and Director of Government Affairs says “We just want the format to be as least invasive as possible.” Read, what producers need to know to get ready.
Oregon Grape Quarantine: New Requirements for New Plantings
If you are planting grapevines this year, be aware of new rule changes that went into effect on Jan. 1, 2023. The Oregon Grape Quarantine now requires all plants purchased from outside the state to be certified. Learn more about this rule change here. If you are interested in having your out-of-state shipments tested by the Oregon Department of Agriculture for free, read the handout and complete the request form.
Make a Nomination for the Oregon Restaurant and Lodging Association (ORLA) Hospitality Awards | Deadline June 30
The ORLA Hospitality Industry Awards seek to recognize some of the outstanding individuals who truly exemplify Oregon hospitality. Please consider making a nomination today and help recognize the importance of their extraordinary contributions. ORLA is also accepting nominations for the Restaurateur of the Year, Lodging Operator of the Year, and Team Leader of the Year. Nominations can be submitted by anyone in the industry or self-applied. Go to OregonRLA.org/nominate to submit your nomination.
Tom Danowski
President
