In case you missed earlier announcements, the West Coast Smoke Exposure Summit returns via Zoom TOMORROW, Wednesday, June 7 from 1 to 4 p.m. Luckily, you can still register for this free webinar. The agenda includes speakers on topics such as barrier sprays, nanoparticle vineyard sensors, and new developments in crop insurance with time for Q & A.
Turning to tourism, Travel Oregon’s latest visitor data was unveiled last month. The report is based on 15,000 responses from travelers who came to Oregon in late 2022 and January of this year. While not much information was specific to wine visits, there are still some relevant findings:
The average age of an Oregon guest is 51 with a mean annual household income of $118,901.
83% of those surveyed were repeat visitors to Oregon and 88% said they intend to return in the next twelve months. That’s a clear reflection of fantastic guest experiences.
The average daily spend per person was $259.
In good news for wine, the top Oregon attractions were Food and Drink (65%) and Outdoor Recreation (48%)
Two-thirds of the visitors surveyed said they drove to Oregon.
Positive attributes visitors mentioned following their time in Oregon were environmental quality, cleanliness, affordability, and value.
When planning their trips, travelers point to Oregon’s scenic beauty, its reputation as “a place to unwind,” and the great local food as motivators. More good signs reinforcing the restorative value of escapes to wine country.
In OWB news, I am happy to announce that Sally Crawford joined the Wine Board team last week as Director of Finance and Administration. Sally will be taking over for our departing Vice-President Marie Chambers, who has been an invaluable contributor to the industry’s progress and an outstanding management partner since coming aboard in 2013. Marie will be winding down her involvement with OWB and transitioning her responsibilities to Sally over the summer. Welcome Sally and to Marie, our warmest wishes for happiness and success in your new adventures.
Finally, Congratulations to Lois and Dave Cho along with all the participating winemakers and sponsors (some pictured below) who came together to produce the Oregon Asian American Pacific Islander Food & Wine Fest held over two days last month in Dayton. The event was a sellout with 1,000 wine enthusiasts on hand and a charitable donation going to Our Legacy Harvested.
OWB was proud to be a supporter of this event and its goal of uplifting Asian American Pacific Islander food and wine businesses, promoting diversity, and educating the public about non-traditional food and wine pairings.
P.S. Whether or not you joined us last February in person at the Oregon Wine Symposium, you can now view the sessions on the OWB industry site. Click herefor the general session presentations and the viticulture, enology, and business seminars. Remember to mark your calendars for Feb. 13-14, 2024 when we bring the show back again to Portland.
Tom Danowski
President
Marketing
OWB Marketing
Pair It Forward Social Media Campaign Continues
The #PairItForward social media campaign, promoting wineries and their favorite food and wine pairings through short videos is continuing beyond Oregon Wine Month. This will allow to feature the large number of well-produced videos OWB received, as well as share the high level of enthusiasm and engagement each video has received from industry, media, and consumers. OWB is posting a new video every Friday throughout the summer, so follow us on Instagram to see and share all the fun pairings and visit the Pair It Forward toolkit to learn how to participate.
TEXSOM Awards Results Published
The 2023 TEXSOM Awards results were recently published with a strong showing from Oregon. 74 medals were awarded to Oregon with representation from all regions and many varieties. More than 2,500 wines entered from around the world. Oregon Chardonnay took home 15 medals, including the top scoring “Judges Selection”, and was a topic of discussion amongst the judges. Pinot noir was the leading varietal medalist with 40. OWB congratulates all of the medalists and continues to support free shipping for participation in the 2024 Awards through our partnership with FedEx. We look forward to featuring medalists from across the state in the upcoming TEXSOM Conference this August. Our annual sponsorship of this premier trade event provides a significant opportunity to educate and showcase Oregon’s diversity to some of the country’s top somm’s and wine buyers. For questions regarding the awards or conference, please reach out to OWB Trade Relations Manager David DeWitt at [email protected].
Wine Industry Insights
IWSR’s Latest Findings: Sustainability Concerns Drive Interest in Organic, Natural, and Alternative Wines
Sustainability concerns have become more elevated amongst wine drinkers over the past year, which has translated into a growing consumer interest in organic, natural, and other alternative wines (such as fairtrade, biodynamic, carbon-neutral, SO2 free, and cannabis-infused). Read more
IWSR Reports on Key Trends for Wine in 2023 and Beyond
IWSR analysis shows that long-term challenges persist, but the influence of e-commerce is expected to continue to grow, and there are opportunities, in the premium space, as well as in sparkling wines and alternative wines. Read more
SOVOS ShipCompliant: The Future of Wine DtC
The video recording and slides from the webinar, The Future of Wine DtC: Data-Driven Trends and Strategies for Success, are now available.
Education
Oregon Statewide Summer DtC Townhall | June 13 at 10 a.m.
Winery owners, tasting room and wine club managers are invited to join the statewide townhall to review the spring DTC and tasting room data and share insights to prepare our tasting rooms for the busy summer months. The townhall co-hosted by OWB and regional associations will include presentations from Community Benchmark and WISE Academy. We will invite wineries to share successes and misses and how the Community Benchmark program is working for you please come prepared. To reacquaint yourself with this program visit the Community Benchmark Toolkit on the Oregon Wine Industry website. Register here
2023 Oregon Wine Symposium Presentations and Recordings Now Available
The 2023 Oregon Wine Symposium offered attendees a rich menu of seminars on topics of vital interest to all segments of the Oregon wine industry, from business and marketing to viticulture and enology. Held at the Oregon Convention Center in Portland, the Symposium provided a gathering place for the wine industry to come together as a community, to learn and celebrate its achievements. OWB is now making recordings and presentations available to any of its industry members. View all Symposium content here. Specific topics can be filtered using the RESOURCES section of the industry website.
Biodynamic Masterclass Open to Oregon Industry Members I July 27-29
Join international and domestic (including Oregon) wine producers and leaders in biodynamic viticulture for three days of masterclasses and tastings at the Quintessa estate in Napa Valley, California. Large and small biodynamic producers from around the world will share insights and knowledge. Biodiversity and terroir specialists will offer a perspective on viticulture in today’s changing environment. With a focus on practices and principles that build vineyard health and resilience, this immersive and conversational symposium is ideal for wine producers, consultants, viticulturists, sommeliers and wine educators. Register here.
Press and Media
Press Highlights
KOIN Wine Wednesdays closed Oregon Wine Month Featuring the Rocks District
KOIN wrapped a May packed with Oregon Wine Month coverage by highlighting Rocks District of Milton Freewater on AM Extra. Ducleaux Cellars joined the programming to discuss their award-winning wines. Watch the broadcast on the KOIN Youtube channel.
Forbes Seeks Oregon Saignée Rosé | Deadline June 15
Forbes wine columnist Joe Micallef is working on an Oregon Saignée Rosé story and is seeking samples. Find out more.
Research
Viticulture & Enology
June 2023 Weather and Climate Forecast
Dr. Greg Jones recently published an updated weather and climate summary and forecast. This report looks back at Mayconditions and forecasts conditions for June, July, and August.
Industry Research
Oregon’s Winery and Vineyard Census is Calling growers of Albarino, Chenin Blanc, Muller Thurgau, Sangiovese, and Viognier | NEW Extended Deadline June 15
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. In order to produce the June price report, the University of Oregon is still in need of reporting from growers of Albarino, Chenin Blanc, Muller Thurgau, Sangiovese, and Viognier. 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 OWB.
Opportunities
Travel Oregon Tourism Commission Briefing and Meeting | June 12-13
The meeting will be in person in Lakeview and live-streamed on Travel Oregon’s Industry YouTube channel. Written comments must be submitted by Thursday, June 8 at 5 p.m. Those attending in-person will have the opportunity to sign up onsite to provide comments. Email comments directly to [email protected].
Find out more about the meeting here.
Other News
Travel Oregon Commission Meeting Recording Available
If you missed the May 18 virtual Commission meeting, it’s available to view on Travel Oregon’s Industry YouTube channel. The next Tourism Commission meeting will be held in Lakeview, Oregon on June 12-13. Direct questions to [email protected].
Tom Danowski
President
