Since taking on the role of Executive Director of the Oregon Wine Board, I have focused on supporting the organization’s ongoing work and developing strategy for the future. Together with the Board of Directors, we are increasing transparency and collaboration at OWB and becoming more responsive to the needs of Oregon’s winegrowers and makers.
Our goal is to create a nimble OWB that can adapt to/address our industry’s challenges, such as climate change and attitudes towards alcohol. We aim to be a trusted resource and partner for the industry, demonstrating professionalism and excellence. While there is still work to be done, I would like to highlight some of the plans and achievements currently underway.
Organizational Change
As part of our organizational evolution, we are redefining how we deliver on the key roles that OWB performs, bringing measurable insights to our decision-making, turning OWB funded research and industry trends into opportunities for education; all while implementing a communications strategy that engages the industry. These newly aligned pillars include:
Marketing and Insights
Communications
Research and Education
This change is the first step toward positioning our work to be more efficient and goal-oriented in meeting the industry’s needs.
New OWB Communications Director
We are proud to announce our new Communications Director, the first addition to the new team. Katie von Bargen will be joining OWB on July 1. Katie brings 14 years of experience in the wine industry and will be a valuable contributor to our team. She holds a degree in Communication from Washington State University and her wine career includes 3 years at the Washington State Wine Commission (WSWC), where she served as Communications and Marketing Manager, overseeing trade and consumer events and industry relations. For the past 11 years, Katie has worked with wineries in the Walla Walla Valley holding communications, marketing and national sales roles. Katie holds a CSW and served on the Board of Directors for the Walla Walla Valley Wine Alliance from 2020-2024.
We will soon be advertising new positions that we will move quickly to fill in implementing the plan and we appreciate your patience as we build this new team.
Strategic Planning
Looking ahead, OWB will be developing its strategic plan for 2025-2030. We will be holding industry listening sessions across the State to collect your input to support and inform the process.
I will continue to provide updates on our progress. In the meantime, your thoughts and feedback are always welcome by email to [email protected].
Gina Bianco
Executive Director
Marketing
OWB Marketing
Oregon Wine Month Thank You | Register for Recap Webinar
The Oregon Wine Board (OWB) wants to send a sincere thank you to all trade partners, industry partners, and stakeholders who made this May’s campaign one of the best. The outpouring of support across all sales channels nationwide was evident and appreciated. Initial depletion data from SipSource showed promising “load in” sales activity leading up to May. Oregon’s total April depletions were UP +10% nationwide versus last year, far outpacing the domestic category, which trended down by -3.5%.
The OWB is in the process of gathering and analyzing the numerous sales and marketing activations for Oregon Wine Month. We look forward to sharing results with an all trade and industry webinar on July 17th at 11 a.m. This comprehensive recap will look at data for all sales channels nationwide (3-tier and DtC). Beverage consultant Danny Brager will be joining as well as other guests to provide information on Oregon Wine Month and mid-year sales trends. Please register for this hour-long presentation HERE. A recording will be available, but join us and add it to your calendar so you can have questions answered in real-time.
Our goal is to connect to consumers in a meaningful way during Oregon Wine Month, and we couldn’t do it without your support. We thank you again and look forward to building an even stronger 2025 campaign.
Wine Industry Insights
2024 BMO Wine Market Report
This new report has been put together by the U.S. Wine Industry Partnership comprising of BMO Wine & spirits group, BW166 and Gomberg, Frederikson and Associates, Wine Business Analytics, and Full Glass Research. View the report here.
WineBusiness Monthly’s editors of the Wine Analytics Report reviewed the latest Tasting Room Survey. Conclusions include volume down by around 5%, wine prices increased, tasting fees are up, and premium wines continuing to outperform the total market. Sarah Brown covered the findings in an article where she provides a perspective from an Oregon winery on the tasting room reservation model. Read more and watch the webinar recording.
Education
OWB and Community Benchmark DtC Top Trends, Tips, and Tricks Webinar | July 2, 9 a.m.
Join Southern Oregon wineries for a free virtual discussion of the recent trends in DtC. Learn community benchmark best practices and what didn’t work in a lively and candid conversation with your peers. For wineries who have yet to register for the Community Benchmark platform, this session will be a great opportunity to benefit from top users’ expertise. You will learn how to incorporate the data provided by the Community Benchmark dashboard into your business planning, including daily decision-making and monthly business reviews. For more information and registration, please click here.
Wine Business Features ¡Salud! Accessible Healthcare Services Innovations
Established in 1992, ¡Salud! Services is a clinical department of Hillsboro Medical Center, an OHSU Health partner, and a project of the Hillsboro Medical Center Foundation. Its mobile units bring care directly to where migrant vine tenders work – in the vineyards. Services include health, prenatal, dental, vision, and mental healthcare. Read more.
Media Opportunities & Calls for Wine
Oregon Wine Press Call for Good Deeds
Oregon’s wineries generously support their communities, from complimentary tastings, bottles of wine or vineyard tours, to funds raised in elaborate dinners.This fall, Oregon Wine Press is shining a light on the heroic wineries and vineyards that support organizations, including schools, wildlife, health care, watersheds, employees, nonprofits and community groups, large and small.
Do your donations come from a special place in your heart? Share examples of your winery’s generosity. We’d love to hear from you! Please email Gail Oberst, [email protected] by July 31.
VinePair seeks Scotch, Riesling, Grüner Veltliner, and Australian Reds
VinePair is accepting Scotch, Riesling, Grüner Veltliner, and Australian Reds to be considered for their buy this booze guides. Learn more.
Women in Wine (WiW) Oregon invites you to join as they grow and expand their reach. Membership with WiW provides access and discounts to educational seminars, networking events, and the annual conference in July. You’ll receive access to the video library from past events and much more. Memberships are valid for one year after purchase. Scholarships and payment plans are available. Please reach out with any questions: [email protected].
Notice of Funding Opportunity: 2024-2025 Oregon Wine Country License Plates Matching Grant Program.
With funding provided through sales of the Oregon Wine Country license plate, Travel Oregon administers a program to make grant awards available to “tourism promotion agencies” for projects that promote wine and/or culinary tourism.
There will be $540,000.00 made available for an upcoming funding cycle, applicants may apply for grants of up to $50,000.00 per project and may apply for no more than two projects in the same cycle. Each project requires its own application. Applicants must demonstrate a 1-to-1 match with at least 50% of matching funds being cash.
The programmatic guidelines will be published in early July and the online application will open at the end of August. Travel Oregon’s Stewardship Investments team will host multiple lunch hour sessions to address any inquiries related to the guidelines, leading up to the application opening. To learn more about the program and types of projects funded in the past, please review the 2023-2024 program guidelines and types of projects funded to support project planning for a potential 2024-2025 grant proposal.
The signature event that helped grow Oregon’s reputation as a Pinot noir leader is ending after nearly four decades. Organizers hope interest in the swan song edition this July will provide a springboard to a fresh event under a new format. BUY TICKETS. Read more.
