Dear Colleagues,
It’s hard to believe we’re approaching the end of May and will soon wrap up the 2024 Oregon Wine Month celebration of the history, quality, and innovation that has made Oregon Wine and that continues to propel our reputation as a world-class wine region.
The OWB team has been busy putting Oregon wine top of mind for consumers around the world with digital media and advertising campaigns with VinePair, Vivino, Costco, Gary’s Wine and Marketplace, The Oregonian, Oregon Public Broadcasting, Portland Monthly, and PDX Pipeline, as well as collaborating on events with Tillamook Creamery and regional associations on our annual Oregon Wine getaway sweepstakes.
In early May, we also relaunched the OWB Marketing Committee with Anna Maria Ponzi and Gary Mortenson as the co-chairs and a fantastic group of marketing and tourism promotion experts from around the state. We look forward to working with this group to set a new path for how we talk about Oregon wine and our foundational principles of caring for the land, letting the grapes and wine speak for the place they are grown, and treating the environment as a precious resource, which makes Oregon unique among wine regions.
Along those lines, a few weeks ago I attended theUS Sustainable Winegrowing Summit hosted by the California Sustainable Winegrowing Alliance. The content was very well done, and I thought worthy of sharing with you via their YouTube channel. Summit sessions covered the importance of sustainability for the U.S. wine industry; consumer perceptions on the importance of sustainability in wine; telling your brand’s sustainability story through content, experiences, and sales; climate change impacts and strategies for adaptation and mitigation; sustainable supply chains; and inclusive workplaces and hospitality. Check it out!
In late April, OWB, in collaboration with Travel Oregon and Eastern Oregon Visitors Association hosted four A-list wine writers from New York, California and Oregon. They were joined by Portland urban wineries for a kick-off dinner and over the following four days made stops in Echo, La Grande, Pendelton and The Rocks District of Milton-Freewater. We visited wineries, met with winemakers, and experienced the welcoming hospitality and generosity of the people, all while learning about the rich history of this growing Oregon wine region. The writers’ final stop was Walla Walla, Washington for the Hospice du Rhone event. Here they enjoyed the Rocks District Welcome tasting, and other regional tastings as well as the final Grand Tasting featuring nearly 130 producers worldwide. The writers are already hard at work writing articles for publications, such as Wine Enthusiast and Decanter as well as pitching unique story ideas that showcase the winemakers of Eastern Oregon and Portland.
This week, we welcome to Oregon wine country, Eric Guido from Vinous, where he will be tasting nearly 700 wines that many of you submitted for his Oregon review over the next 10 days. Eric also will be visiting another 19 wineries which he chose and made individual appointments with. OWB has been working with Eric to finalize his trip since March and we look forward to Vinous’ Oregon report.
As always, if you have any questions, comments, or ideas, please feel free to reach out.
Gina Bianco
Executive Director
Marketing
OWB Marketing
Promote Your Oregon Wine Month Events Through OWB
Throughout the year, OWB promotes consumer-facing wine events through its website, Oregon Wine Insider consumer newsletter, and on its social media channels. Wineries and organizers are reminded to take advantage of this promotional resource in order to receive maximum amplification for events. While wineries can submit individual events any time on oregonwine.org, OWB seeks events that include multiple wineries and/or benefit a positive cause to promote on its consumer channels. Event organizers can reach out to [email protected].
Register for the Oregon Wine Month Recap and Oregon Wine Sales Mid-Year Business Review | July 17 at 11 a.m.
The Oregon Wine Board and guests, including veteran beverage consultant Danny Brager, will share results and activations from OWM 2024. In addition, we will inform trade and industry on the mid-year sales business climate for Oregon wines and the greater category. Register here.
Wine Industry Insights
Wine Industry Advisor Showcases Naturally Occurring Low Alcohol Wines
Some producers use processes such as vacuum distillation and reverse osmosis to achieve their de-alcoholization goals. Ohio’s Vermillion Valley Winery’s lower alcohol wines are more a product of the vineyard and the cellar than anything requiring machine intervention. Read more.
Meininger’s International Reports on Vinitaly’s Anti-Alcohol Pushback Conversation
One of the panels at Vinitaly was on the topic of the anti-alcohol movement and its impact on consumers. The panelists discussed ways to push back against disinformation. Read more.
Wine Business Unveils Millennials’ Wine Expectations
A study by WineGlass Marketing in Napa, CA reveals that, unlike Boomers who prefer the luxury and educational experience of wine, Millennials and Gen X lean towards finding value and having an enjoyable time. Read more.
Wine Glass Marketing 2024 Consumer Usage and Attitude Report
This research conducted in February 2024 aims to answer the question, “What do Millennials and Gen Xers want from wineries?” Obtain the report here.
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 report here.
Education
WISE Tasting Room Workshop | June 5 and 7, 9:30 a.m. – 12:30 p.m.
$150 per person
This workshop will cover leveraging your brand, understanding buyer psychology, building rapport and emotional connections, identifying buying signals, and emphasizing sales priorities over two consecutive mornings. Sessions delve into integrating wine club benefits into guest experiences and mastering the art of asking for orders and contact information. The comprehensive training aims to equip teams with the skills and confidence needed to sell in the wine industry. For more information click here.
Linfield University Center for Wine Education Partners with Women in Wine to Offer WSET Scholarships
One scholarship for WSET Level 1 course and one scholarship for WSET Level 2 course will be awarded (must be located in Oregon or Washington). In addition, Women in Wine will offer a complimentary annual membership. Apply by May 31 here.
Decanter Examines Complexities of U.S. Cross-state-border AVAs
Shana Clarke makes the Pacific Northwest the focus of an article about cross-border AVAs with an emphasis on the Columbia Valley, Columbia Gorge, Walla Walla Valley, and Snake River AVA. Read more.
Oregon Wine Press Explores Oregon Sauvignon Blanc
Michele Francisco writes: “The last few years have brought increased awareness and production of Sauvignon Blanc in Oregon. Our own versions converted me from hater to lover– and, advocate– of the grape.” Read more.
Wine Business Puts the Willamette Valley in Historical Perspective
L.M. Archer helps put the appellation in historical perspective with an interview with pioneer David Adelsheim, co-founder of Adelsheim Vineyard and Willamette Valley AVA petitioner, in 1982. Read more.
JamesSuckling.com Releases Oregon Annual Report
During their recent visit to Oregon, the JamesSuckling.com editorial team was able to “taste and rate 843 wines – 505 Pinot noirs, 175 Chardonnays and an eclectic mix of other wines from sparkling to pinot gris, Gamay noir and Syrah.” The extensive report is now available.
The Oregon Wine Press is looking to write about Grenache in Oregon. For the variety to be included in the Vineyard and Winery report and the variety planted acreage reported, please complete the census and reach out to [email protected] with your story.
Read the Northwest Center for Small Fruits Research (NCSFR) Newsletter
NCSFR has published the spring edition of its quarterly newsletter, with updates on Pacific Northwest research, news, USDA funding, and personnel. Read the Spring 2024 newsletter here and have future editions sent directly to your inbox by signing up here.
Opportunities
Join the Women In Wine Family
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].
Other News
Watch OIV April 25 Press Conference: State of the World of Vine and Wine
The Director General of the International Organisation of Vine and Wine (OIV), John Barker, reviewed the current situation of the viti-vinicultural sector at a global scale in 2023, and the preliminary estimates of wine production for 2024 in the Southern Hemisphere. Watch here.
King Estate brings Home the Winemaker Challenge International Wine Competition Winemaker of the Year Award
King Estate racked up top honors at the 16th Annual Winemaker Challenge International Wine Competition held April 13-14 in San Diego. King Estate was named Winery of the Year and Brent Stone was named Winemaker of the Year. With that win, Brent will be chief judge at next year’s competition. Read more.
Save the Date for the 2025 Oregon Governor’s Conference on Tourism
The 40th annual Oregon Governor’s Conference on Tourism will take place in Portland April 14-16, 2025, at the Oregon Convention Center. The conference provides valuable educational content and an opportunity to gather as an industry. Look for more details in the coming months.
Gina Bianco
Executive Director
