Dear Friends,
The arrival of fall means it’s time again for that familiar frenzy in vineyards and on crush pads. Coincidentally, it’s the season when the Oregon Wine Board (OWB) buttons up a couple of important projects for publication over the next week or so.
First is the Oregon Vineyard and Winery Census for 2022. This time around the researchers at the University of Oregon report that they received responses from 34% of Oregon wine businesses.
A few essential numbers from the 2022 census are included on the right-hand side of the exhibit below where you can track the industry’s growth trajectory over the past several years. You’ll also see the way Oregon’s 40-year-old grape tonnage tax has been whittled down by inflation over the years.
When the verified data come out, you’ll notice a few other important numbers:
Total wine grape production increased nearly 20% versus 2021 to a record 137,065 tons due mainly to increased yield per acre
The estimated value of wine grape production in 2022 increased 22%, or $58.4 million, to a total of $329.77 million
Based on data from growers, researchers estimate that between 35% and 40% of planted acreage is certified sustainable or organic
Based on data from wineries, they estimate that 3% to 5% of case sales in 2022 were sparkling wines.
THANK YOU TO ALL GROWERS & WINE BUSINESS OWNERS WHO ANSWERED THE CALLS FOR CENSUS DATA MAKING THIS REPORT POSSIBLE
Secondly, we’re releasing the 2022-23 annual report. While it is required by the state, my team and I appreciate the imperative to catalog the industry’s progress in this snapshot of OWB’s 20th year as a semi-independent Board.
A question OWB hears every so often is “How do we know what we’re getting for our taxes, and how is OWB’s performance measured?”
Hopefully, the 46 pages of this report answer most of those questions. Metrics and measurements of OWB activities are included on pages 11, 12, 13, 14, 21, 24, 25, 33, 45 and 46. We also invite interested readers to pay special attention to pages 38 and 39. The OWB’s financial position is summarized in detail for the year.
Correct accounting practices result in the exclusion of over $1 million in USDA grant funds from OWB’s income statements. Those dollars for international marketing are accounted for separately since they do not come directly to OWB. So the total amount of funding you see in this report, and that OWB manages and staffs to, is understated.
We’re glad to hear any comments about the numbers and the way our data is reported.
Finally, we want to call special attention to “Celebrating Hispanic Roots.” It’s a part of Hispanic Heritage Month which begins September 15. Please note two special dinner events to be held in Newberg this coming Sept. 17 and again on Sunday, Oct. 15. Both will generate funds for iSalud to help with some of the unreimbursed health care expenses associated with caring for Oregon vineyard professionals.
Tom Danowski
President
In Memoriam
Oregon wine pioneer Peter F. Adams passed away in Portland on Tuesday, Aug. 29 at the age of 79.
Peter developed a love of wine while traveling through Europe with his wife Carol early in their marriage. This led Peter to open a wine shop, The Portland Wine Company In the 1970s. In 1976, inspired by his high school friend David Adelsheim, Peter and Carol planted a vineyard in the Chehalem Mountains producing their first wines in 1981 at the Adelsheim winery.
In 1985, they opened Portland’s first urban winery, the Adams Vineyard Winery, which was sold to Rex Hill in 1994. After the sale, Carol and Peter continued to be active in our community as vineyard owners. In 2008, the family re-entered the wine business with their brand Trout Lily Ranch which will carry on under the direction of the couple’s daughter Fanny and her husband Jacob Hale.
Marketing
OWB Marketing
Promote Your Harvest: Share Content with Oregon Wine Board
As part of its Bounty & Vine campaign, OWB is looking to share the passion, hard work, and beauty of this special time of year. Wineries and vineyards are invited to send us harvest photos and videos. We will promote them on OWB channels with full accreditation and tagging offering the opportunity to garner publicity and build excitement for your business. Upload your content using the Dropbox link or email directly to [email protected]
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
2023 Silicon Valley Bank (SVB) State of the Wine Industry Report and DtC Video Replay 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.
Education
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.
Prevent the Spread of Mealybug
Growers and wine producers can play an important role in stopping the spread of mealybugs within and between grape-growing regions. Moving grapes from infested vineyards poses some risk. Grapes can be shipped from sites where mealybugs, including vine mealybugs, and other scale insects that may vector the leafroll virus. Download the recommendations.
Press and Media
Press Highlights
Fortune’s Weekend Guide to Willamette Valley
In her article, available to Fortune‘s 22 million subscribers, Rachel King invites readers to visit Oregon wine country, saying, “Almost nowhere is more idyllic in late August in the U.S. than the Pacific Northwest”. Learn more.
Decanter 2021 Willamette Valley Chardonnay Report
Clive Pursehouse writes: “Oregon’s reputation both domestically and abroad was built on the shoulders of the Willamette Valley’s Pinot Noir. Yet, Oregon’s 2021 vintage has produced ethereal Chardonnays from the best producers and they are among the top-scoring wines of the vintage.” To find out who are Decanter’s top-scoring Chardonnays, read more.
Denver Gazette covers Rogue Valley Wineries’ Remarkable Achievements
In a press release, Travel Medford, the official Destination Marketing Organization for the city of Medford, shared the Rogue Valley’s remarkable achievements at the 2023 Oregon Wine Competition held during the Oregon Wine Experience. Read more.
Oregon Wine Press Seeks 2021 Pinot Noir for November Cellar Selects | Deadline Sep. 12
To participate, please send or drop off up to three submissions (two bottles each) per brand. If you haven’t yet sent your 2021 Pinot noir, there’s still time, the deadline is today! Learn more.
Vinous Seeks Wines for its Annual Oregon Report | Deadline Oct. 3
Vinous Pacific Northwest critic Eric Guido will be traveling to Oregon in mid-October. OWB will coordinate a comprehensive tasting with wines from all over the state. Learn more.
Research
Viticulture & Enology
September 2023 Weather and Climate Forecast
Dr. Greg Jones recently published an updated weather and climate summary and forecast. This report looks back at August conditions and forecasts conditions for September, October, and November.
Grape Powdery Mildew Risk Model App
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.
Industry Research
Participate in the 2022 Oregon Wine Industry Economic Impact Study
Every three years, the OWB commissions an Oregon Wine Economic Impact Study to examine the impact of our industry on Oregon’s economy. This study, managed by Economic Forensics and Analytics, Inc. in partnership with Full Glass Research, includes data from a survey that asks questions about 2022 revenues, employment levels, and costs. A pdf version of the questionnaire can be found here.
The information provided is kept confidential and secure and the findings are essential to support the development of our industry in many ways including:
Making the case for state and federal grants to advance individual, regional, or statewide marketing and research initiatives
Communicating with local and federal lawmakers about the needs of the industry
Portraying our industry accurately to journalists
Building understanding between wine businesses and county administrators
This survey will take 10-15 minutes to complete. Thank you in advance for supporting your industry in this way. Take the survey.
Opportunities
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.
OWB’s Executive Director Search Committee communication
OWB’s Executive Director Search Committee is happy to report that our group, made up of OWB Directors Tiquette Bramlett, Dennis O’Donohue, Greg Jones, and Justin King, as well as industry leaders Maria Ponzi, Gretchen Boock, and Sam Tannahill, has begun work with Karras Consulting in our search for OWB’s new executive director. The committee voted unanimously to engage Karras, a highly-regarded search firm with an established record of success. We are currently finalizing the Executive Director job description, as well as the search and onboarding timeline, with a desired completion of Jan. 2024. Karras has been an excellent partner in facilitating this process and we look forward to providing more updates as the work moves forward. Justin King invites industry members to contact him directly with any questions about the committee’s work; we are committed to transparency and inclusiveness in all we do.
Uncork the Potential of our Industry’s 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!
Make a Nomination for the 2024 Oregon Wine Industry Awards | Deadline: Nov. 17
Nominations for the 2024 Oregon Wine Industry Awards are being accepted until Nov. 17. The awards recognize contributions to the industry in the categories of Lifetime Achievement, Founder, Outstanding Industry Leadership, Vineyard Excellence, and Industry Partner.
Other News
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.
Oregon Wine Industry Relaunches Legislative Wine Caucus
On Aug. 24, the Oregon Winegrowers Association (OWA) and Oregon Wine Council (OWC) hosted a kickoff gathering for the newly relaunched Oregon Legislative Wine Caucus. The intent of the Wine Caucus is to educate and empower its members to be champions of the industry in the legislature. In the past, the Wine Caucus has played an instrumental role in key policy issues such as securing $500,000 to supplement marketing and research activities at the OWB, land use law changes to clarify activities and events at wineries on farmland, and helping pass the Wine Growler bill. For more information contact Jana McKamey at OWA or Jennifer Sitton at OWC.
USDA New Grapevine Insurance to Protect Against Natural Hazards
The U.S. Department of Agriculture (USDA) has announced that it is expanding crop insurance options with a new grapevine insurance program, which will provide coverage for loss of grafted vines caused by natural perils such as freeze or fire. The new program also will complement the Grape Crop Insurance program that covers the fruit growing on the vine. Learn more.
Register for the National Biodynamic Conference | Nov. 8-12
The largest Biodynamic gathering in the US brings together farmers, gardeners, educators, students, activists, entrepreneurs, 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.
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.
Tom Danowski
President
