A review of recent marketplace data, along with media coverage related to developments in Washington state, has us again thinking about the value of the #1 intangible asset we manage at the Oregon Wine Board: Brand Oregon.
A couple of weeks ago the Oregon Wine Board (OWB) hosted a webinar during which industry analyst Danny Brager shared sales trends along with his expert analysis into the underlying factors shaping them. Since the long-tail channel disruption caused by C-19 is still complicating year-over-year comparisons, we instead looked at growth patterns over the last year versus a comparable time span ending in 2019, our last “normal” year. As you see below, Oregon’s national consumer sell-through measured by Nielsen is up +19.2% compared to +5.9% for California and a -13.6% contraction for Washington state wines.
Score one for Brand Oregon!
And during this year’s Oregon Wine Month promotion, you can see above on the right that Oregon squeezed out modest growth in a soft wine category.
Now over the years, we have heard questions like “What IS Brand Oregon?” and “Why does OWB spend time and money on it?”
A big part of the answer is that, at an absolute minimum, it’s the one brand equity we all share and in which we all have an enduring interest. Our success in enhancing the brand’s value benefits everyone with a stake in Oregon wine, none more than those AVAs or producers with higher levels of market penetration and case volumes. While AVA associations around the state have their own localized priorities, OWB is primarily accountable for managing Brand Oregon wherever wine grapes and wines are concerned.
We compete in a Reputation Economy, and Brand Oregon is the connective tissue binding winemakers and growers across the state regardless of their location or their varietal focus. Brand Oregon also links us to out-of-state winemakers who buy and process Oregon grapes into wines carrying our state’s appellation.
And in a crowded category, where Oregon’s market share is 1.5% of all wine sold, individual brands and AVAs can often catch a tailwind if consumers and decision-makers in the trade are already aware of Brand Oregon and the quality coming from vineyards here. It’s a little like Air Jordan coming out back in 1985 as a flanker brand drafting on Nike’s years of global image-building focused on performance and innovation.
Another extended dimension of Brand Oregon is industry-centric. It expresses itself in OWB initiatives and activities that are more efficiently and economically coordinated by a statewide brand management team instead of being siloed locally or regionally. Among many that could be listed, these ten came to mind first:
While you may not have use for all these items, each is a tile in a broader Brand Oregon mosaic that seeks to leverage collective resources for maximum impact, while avoiding duplication of effort and advancing Oregon’s competitive position.
Of course, the fabric of Brand Oregon is immeasurably strengthened by coveted wine brands and regional brand identities. Think again of the way Air Jordan extended Nike’s international presence and prestige.
The vital importance of AVAs and our most visible brands reminds me to mention again that a few months ago the Oregon Wine Board built on its earlier commitment to support industry associations working to differentiate themselves and simultaneously enrich Brand Oregon.
To be considered for an award of up to $2,000, click here and just send a request. The matching funds that are mentioned are helpful, but not required.
Oregon Wine Board Launches Digital Ads and Landing Page for Bounty & Vine Campaign
Oregon Bounty & Vine is a new multi-part campaign intended to drive consumer awareness and excitement (trial and sales) around Oregon wine during harvest while stimulating wine country visits and encouraging incremental trade merchandising. This campaign, created after consultations with Travel Oregon, builds on learnings from Oregon Wine Month. OWB recently launched digital ads to drive wine country visitation in the fall with a landing page for consumers and is using it as part of a media partnership with the Oregonian. Wineries and associations are encouraged to participate in this new initiative. Please reach out to [email protected] with any questions.
2023-2024 Oregon Wine Touring Guide Digital Edition: Update Your Winery Listing by Oct. 16
While you can update your tasting room information on the OWB consumer website 365 days a year, Oct. 16 is the deadline for your changes to be captured in the 2023-24 Oregon Wine Touring Guide digital update. Maintaining an active listing on oregonwine.org is how wineries can guarantee placement in the guide. Please visit the Tasting Room Listings login page and take a few minutes now to ensure that the information OWB has on record is accurate. If you do not have a listing on the OWB consumer website, this is a perfect time to create one. For more information, visit our Tasting Room Listing Toolkit.
Wine Industry Insights
Silicon Valley Bank (SVB) State of the Wine Industry Report and Annual Wine DtC Report and Video Recordings Now Available
The 22nd edition of SVB’s State of the Wine Industry annual report provides an assessment of the industry amid current market conditions and shares a unique forecast for the year ahead based on proprietary research and consumer behavioral trends.
This year’s DtC survey results and insights help address what’s needed to drive consumer sales. A panel of business leaders from the wine industry answered questions and addressed topics including digital strategies, wine clubs, regional bottle prices, and production metrics. View the recording.
This report delves into key developments shaping the B2B wine market. It highlights the rise of organic and biodynamic wines. Additionally, it explores the growth of canned and boxed wine formats, a sign of both consumers’ and the wine industry’s efforts to adopt sustainable packaging solutions. Furthermore, it explores the increasing demand for sparkling wines, celebrated for their versatility and ability to complement a wide range of cuisines. Read more.
Community Benchmark’s DtC Top Performers Strategies Townhall Recording
The recording of the virtual panel discussion that gathered some of Oregon’s top-performing wineries in the Direct to Consumer (DtC) wine sales channel is now available. If you missed that session, you can still learn from their expertise and how they use Community Benchmark’s technology to ensure success in this competitive space. View recording.
Register for Sustainable Ag Expo | Nov. 14-15
With 14 seminars and over 10 hours of online courses, the Sustainable Ag Expo brings together researchers and growers to provide continuing education hours all while offering networking opportunities. Brought to you by Vineyard Team, this multi-day seminar and tradeshow provides an opportunity for farmers, ag professionals, and pest control advisors to learn about the latest in farming research, resource issues, and business trends related to sustainable agriculture. Find out more and register here.
Press and Media
Oregon Wine Press Highlights Popularity of Alaska Airlines’ Wine Flies Free Program
Since 2013, Alaska’s Wine Flies Free program has been available on any of the airline’s flights departing from 32 airports in Oregon and neighboring states. A directory of participating tasting rooms can be found here. Information on how to participate can be found here. Passengers, age 21 and older, may bring up to a case of wine, checking it through as they would any checked baggage. Read more.
Wine Business Reports on Oregon Gamay
Once deemed a “very bad and disloyal” grape by Duke Philip the Bold of Bourgogne, Gamay has found a welcoming home in Oregon. L.M. Archer reports on the history of the varietal and continues with a list of 44 Oregon wineries that make wines with Gamay and Gamay noir. Read more.
This online app (https://uspest.org/risk/grape_powdery_app) funded in part by the USDA National Institute of Food and Agriculture, Crop Protection, and Pest Management, Extension Implementation Program (USDA-NIFA-CPPM-EIP) offers a newer, streamlined interface for the existing model, which is also available through MyPest page. It determines the 7-14 day risk forecast for powdery mildew based on vineyard location.
Review the Preliminary Grape Pricing Report
The preliminary grape pricing report from the 2022 Oregon Vineyard & Winery Census is now available. The report includes median, weighted average, minimum and maximum prices per ton by variety at the state level. Regional prices by variety are reported where enough data points were provided. View report.
Register for the National Biodynamic Conference | Nov. 8-12
The largest Biodynamic gathering in the US brings together farmers, gardeners, educators, students, activists, entrepreneuers, and others interested in biodynamics from across the United States — and beyond. Anyone from beginners to long-time Biodynamic practitioners can learn in a variety of ways, including on-farm field days, intensive pre-conference workshops, inspiring keynote presentations, and breakout workshops. Special events provide many opportunities for connection, conversation, and celebration. Register here.
Uncork the Potential of Our Industry Marketplace
Do you have a job to offer? Are you looking for grapes? The Oregon Wine Board Marketplace is a useful tool for getting the word out. Don’t miss out on this free resource. Let’s connect the industry by trading and thriving together!
Call for Nominations to the Oregon Wine Board of Directors | Sept. 29
Every fall, the Governor appoints new Oregon Wine Board Directors for three-year terms beginning Jan. 1 of the following year. To ensure the representation of a diversity of regions and businesses, candidates are sought in the following categories: independent grower, large grower, and eastern Oregon. Anyone with a strong business or marketing background would be a plus. Though, any interested individual is encouraged to consider Board service. If you or an industry colleague is interested in being considered, please read the Oregon Wine Board Service Overview either, submit your application by Friday, Sept. 29.
Hispanic Roots Benefit Dinner Series in Honor of Hispanic Heritage Month | Sep. 15 – Oct. 17
From across Latin America – Argentina, Colombia, Guatemala, Mexico, Peru, and Venezuela, Hispanic winery owners and winemakers unite to celebrate their common roots, the unique journeys that brought them to Oregon, the vineyards they farm, the premier wines they produce and their desire to give back to the Spanish-speaking community in Oregon. Participating wineries will be offering special wine selections throughout Hispanic Heritage Month and 10% of ticket and bottle sales will be donated to ¡Salud! For more information, visit celebratinghispanicroots.com.
Wine Future Conference in Coimbra Portugal | Nov. 7- 9
The fourth edition of Wine Future will be held in Coimbra, Portugal. It will address challenges the wine industry faces to offer solutions and inspire the many companies and individuals affected around the world. Special emphasis will be on:
How to engage new consumers (Millennials and Generation Z)
The opportunity of diversity, equity, and inclusion
Operating in an unstable global economy
Addressing competition from Alternative beverages
How to better communicate and promote wine and its related activities
Dealing with all of the above while improving sales