Our thanks to those of you who helped make up a total audience of 1,000+ for the virtual Oregon Wine Symposium last month. And a special acknowledgement to our presenters who, along with the industry’s Education Committee volunteers, partnered with the Oregon Wine Board to design and deliver four solid days of business, viticulture and enology sessions. Attendees can still offer survey feedback on the event to help us make next year’s Symposium even better. If you’ve already provided your survey input, you can use the password sent Monday to view the Symposium presentations anytime right here on OWB’s website.
If you are interested in joining your industry friends and colleagues in planning the 2022 Symposium, let us know.
The final day of this past Symposium included the unveiling of new brand identity work for Oregon Wine reflecting the authentic intentions and hopeful aspirations expressed by hundreds of growers and winemakers who have united to build and sustain this industry for decades.
The OWB’s work to portray our community was enabled by an Oregon Wine Country License Plate grant, and it springs from the industry’s strategic plan, which was shaped and inspired by growers and winemakers. If you missed the Brand Reveal, or want to watch it again, view that 21-minute presentation here.
Additional expressions of this statewide and regional brand architecture will be translated into printed materials, online marketing elements and OWB communications over the next several months.
Another high-value, high-interest Symposium segment showcased the updated and expanded Oregon Wine Industry Economic Impact Study. Thank you to all the industry members who contributed their survey responses and supported this critical project. New pre-COVID data from 2019 confirmed the $7.2 billion wine sector’s remarkable growth in statewide employment and tourism while also quantifying increasing tax contributions from wine businesses to local communities. However, to better understand the historic ways in which the COVID crisis and last fall’s wildfires conspired to affect Oregon vineyards and wineries, OWB worked with the industry and econometric researchers to supplement the original project and look at 2020. The data support the conclusion that statewide economic impact attributable to wine grapes and wines in 2020 was down -$1.5 billion versus the prior year. Here’s OWB’s news release with statewide highlights plus the regional and county-level numbers.
And as they are every year, the industry awards presentations were again memorable parts of the 2021 Symposium during which we recognized some of the many extraordinary contributions made to our collective success:
Lifetime Achievement Award: Carla and Kevin Chambers Vineyard Excellence Awards: Esteban Ramos and Antonio Mendez-Leon Founders Award: Doyle Hinman Industry Leadership Awards: Leigh Bartholomew, Anthony King and Mike McNally Industry Partner Awards: The research scientists, extension professionals and faculty at Oregon State University, and the attorneys at Davis Wright Tremaine Oregon Wine Board Service Awards: Barbara Steele and Kevin Chambers.
Congratulations to all and thank you to those who offered award nominations for consideration this year. You can submit nominations at any time on the OWB’s industry website.
Before we forget February, we need to recognize the Oregon Wine Board’s Christina DeArment, Sally Murdoch, Bree Stock, Jess Willey and Marie Chambers who worked together with Oregon winemakers to redirect part of an ODA Specialty Crop Block grant and present a live, two-hour master class for about 200 trade enthusiasts and another 41 journalists from around the world on Feb. 2. Sample wines in mini bottles, and one in a can, spanning five grape varieties were pre-shipped for participants. The assortment included offerings from the Gorge and the Rocks District as well as the Umpqua, Rogue and Willamette valleys.
Finally, a reminder to Save the Date of July 19 on your calendars for the third annual Women in Wine: Fermenting Change in Oregon (virtual) event. A collection of sensational guest speakers is being assembled and their presentations will be delivered alongside group discussions and networking opportunities. More details to follow.
Tom Danowski
President
COVID-19 UPDATES
New Tasting Room Guidelines Published
Last week, an updated version of the Tasting Room Guidelines in Response to COVID-19 were published, thanks to the efforts of a group of industry volunteers. This document is housed in the OWB’s COVID-19 Toolkit along with the latest maps showing updated county risk levels effective last Friday.
MARKETING
Discover Your New Oregon Wine Brand
Last week, after months of industry engagement and creative exploration, your new Oregon Wine brand was debuted at Symposium. Explore the brand‘s elements, watch the launch video and submit your business’s interpretation of True Character.
Sign Up for Oregon Wine Month Webinar | March 8
Oregon Wine Month is coming up in May, presenting our community a powerful opportunity to join together to make a big impact in the marketplace. Register to join a webinar on March 8 to learn about the elements of the 2021 activity plan, including consumer communications, the sweepstakes and point of sale materials.
OWB International Marketing Newsletter Published
On Feb. 5 we published a newsletter regarding our international marketing efforts. This bulletin included updates on partners in our focus markets as well as information about in-person and virtual tasting events planned for later this year. Let us know if you would like to be added to our list for future international marketing updates and opportunities.
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.
RESEARCH
2019-2020 Oregon Wine Economic Impact Report Published
On Feb. 10, OWB released the latest Economic Impact Report, which assesses the impact of the wine and wine grape industries on Oregon’s economy. Commissioned every three years, this special edition covers both 2019 and 2020 to understand how the events of 2020 affected the wine industry in Oregon.
SOVOS ShipCompliant 2021 DTC Wine Shipping Report Published
SOVOS ShipCompliant recently published its 2021 DTC Wine Shipping Report, indicating that 27% more cases were shipped to consumers in 2020 compared with 2019. Click here for the recording of the webinar presenting these results.
Take the SVB Annual Direct to Consumer Wine Survey | Deadline: March 19
Silicon Valley Bank has publicly researched the wine industry for over 20 years and spent more than a decade producing annual nationwide benchmarks for direct to consumer wine sales. This year, all producers are being offered the chance to participate once again. SVB’s direct to consumer wine survey takes 15-20 minutes and is open through March 19.
Participate in the 2020 Vineyard & Winery Survey | Deadline: March 31
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.
Northwest Center for Small Fruits Research RFA | Deadline: April 1
The Northwest Center for Small Fruits Research (NCSFR) has released its Request for Applications for 2021. All applications must be submitted by April 1. If you have any questions, contact the Northwest Berry Foundation.
EDUCATION
Webinar from Travel Oregon: Content Strategy | March 4
With COVID-19 restrictions, wildfire impacts and other challenges in this new travel landscape, a good content plan can be the foundation of your recovery efforts. On March 4, join Jen Anderson, senior editor at MEDIAmerica, and Mo Sherifdeen, global integrated marketing director at Travel Oregon, for an hour all about content strategy. Registration is open and complimentary.
Webinar from WSWA: What Goes into a Label? | March 10
The Wine & Spirits Wholesalers of America will present a webinar on March 10 to explore what goes into a thought-provoking and compelling label. Hear from wine and spirits branding thought-leaders as well as wholesalers and brand developers about how a label can gain attention and really stand out on the shelf.
Webinar from Travel Oregon: Drive Online Business for Free | March 11
Most of us rely on Google to help make decisions about nearly everything from planning to purchases. Up-to-date Google listings are more likely considered to be reputable, attract more visits and are 50% more likely to lead to a purchase. Join Travel Oregon March 11 and learn how you can take advantage of Google My Business and Locl’s optimization suite to drive business.
LIVE Annual Meeting | March 30-31
Join LIVE for two days of educational sessions, networking and the LIVE annual membership meeting. This event is open to non-members in addition to LIVE members.
Online Class: Vineyard Management | Starting March 30
Dr. Patty Skinkis, OSU professor and viticulture extension specialist, is offering an online, non-credit course covering key concepts in vineyard management. The course focuses on the importance of making informed management decisions in the vineyard by understanding impacts on grapevine physiology and economics. Registration is required and space is limited.
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.
Wine & Spirits Magazine will focus on domestic Riesling in its August issue and is now accepting Oregon Rieslings for consideration. The window is open until March 19.
OPPORTUNITIES
Pennsylvania Broker Seeks Wines in $15-30 Price Range | Deadline: March 4
Broker Keystone Importers is looking for wines to sell into the Pennsylvania state system. Target retail price is $15-30 with target purchase price of $120/case FOB and a minimum supply of 500 cases. They are interested in Oregon Pinot Noir, but other wines offering exceptional value and Best Buy ratings would be considered. Contact John Brinjac before March 4 with the price, description, availability and any supporting sales documents such as awards, ratings, publicity, consumer promotions, tech sheets, etc.
Exposure Your Brand to Key Buyers in Canada | Deadline: March 17
The OWB is expanding programming in Canada this year by hosting a series of six virtual seminars for key trade in Ontario this summer. These seminars will target decision makers including the LCBO and buyers for major hotels and restaurants in the province as well as top influential media. Wineries with distribution in Ontario are invited to apply to participate by March 17.
Join a Travel Oregon Engagement Session for Your Region | March 15-30
As work begins on developing strategic plans that are responsive to Oregon’s dynamic tourism economy, Travel Oregon and the state’s seven official RDMOs are hosting engagement sessions to seek input from communities, local businesses and individuals that drive the state’s tourism economy. Find your region’s session and sign up to participate.
TEXSOM International Wine Awards Accepting Submissions | Deadline: March 28
The TEXSOM organization is now accepting submissions into its 2021 TEXSOM International Wine Awards competition. This esteemed competition aims to identify and champion wines of quality and distinction from around the world, supporting medalists with exposure through the extensive TEXSOM sommelier and wine industry network. The submission period runs through March 28, with judging in late April.
OTHER NEWS
OWB 2021-22 Budget Available for Review or Comment | Deadline: March 5
On March 11, the Oregon Wine Board of Directors will review and approve the OWB’s operating budget for its next fiscal year, which starts July 1. The draft budget is available to review along with details on how to provide comments or questions.
Oregon Wine Industry Forums | Next Meeting: March 9
Join the OWB and partners on March 9 at 11 a.m. for the next Oregon Wine Industry Forum. These monthly discussions are open to any proprietor, employee or consultant of an Oregon winery or vineyard. Register for this opportunity to stay current on industry trends, connect with industry members across the state and stay informed on OWB programming and opportunities.
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.
