For Immediate Release
2024 Oregon Vineyard and Winery Census Report shows Oregon grapes and wine holding their relative overall value, despite a softening market
Portland, OR, June 30, 2025 – The 2024 Oregon Vineyard and Winery Census Report, released today by the Oregon Wine Board (OWB), shows that the industry continues to hold its premium wine grape and finished wine value, despite a decrease in median price per ton and cases sold.
The data provided by vineyards and wineries reveals that all sales channels, with the exception of exports, showed a slight softening in 2024 compared with 2023. Coming off record wine grape harvest and crush in the 2022 and 2023 vintages, the Oregon wine industry also saw a modest decrease in harvested acres and wine production in 2024.
The annual study, conducted by the Institute for Policy Research and Engagement (IPRE) of the University of Oregon, provided these key statistics that paint the picture of Oregon wine in 2024, which are explained more in depth below:
- The total number of planted vineyards in Oregon increased by 25 to 1,537 total in 2024 and all planted acreage now comes in at 47,343, or a 3% increase over 2023.
- The leading variety in planted acreage and grape production remains Pinot noir, accounting for 60% of acreage and 58% of production.
- Statewide wine grape production in 2024 decreased by 1%, down to 129,739 tons as compared to 130,592 tons in 2023, and a record of 137,065 tons in 2022.
- After a record crush of 97,116 tons in 2023, wineries crushed 2% fewer tons at just over 95,000 tons in 2024.
- The estimated value of wine grape production in 2024 decreased by 6% to $329 million.
- The median price per ton in 2024 declined 2% from $2,505 to $2,465 per ton.
- Oregon’s sales across all channels in 2024 decreased by 4% with a total of 5.8 million cases sold, down from just under 6 million cases in 2023.
- The average case price of Oregon wine sold across all channels increased by nearly 2% in 2024.
- Export sales of Oregon wine, representing approximately 3% of total case sales, increased 7% in 2024.
Gina Bianco, Executive Director for the OWB, remarked, “Oregon’s 2024 Vineyard and Winery Census report indicates that even in softening market conditions, Oregon wine still holds its overall value and commands its premium price, as indicated by the increase in overall cost per case.”
Grape production decreases, as well as production value and cost per ton
Statewide wine grape production in 2024 decreased by 1% to 129,739, from 130,592 in 2023 and a record of 137,065 tons in 2022.
Dr. Greg Jones, climatologist, OWB Board Chair, and CEO of Abacela Winery, explains the 2024 harvest, “A slight reduction in harvested acres, combined with a modest increase in yields on average across the state, resulted in a minor decrease in overall grape production after the two record vintages of 2022 and 2023. A lighter harvest in 2024 is not surprising to see after back-to-back large vintages.”
The estimated value of Oregon wine grape production in 2024 was $329 million, down 6% from 2023. The median price per ton softened 2%, driven by the lower-priced end of the grape market selling at reduced prices, while the premium end of the market largely held its value.
Sales
Overall case sales of Oregon wine dipped 4% in 2024 (5.8M) vs 2023 (6.0M), however that volume saw a 2% increase in average price per case sold, demonstrating that Oregon wine continues to hold its value in the marketplace. This retention of value in a challenging wine market is a testament to the appreciation of the quality of Oregon wine.
The slight decline across various measures seen in this study is consistent with data from a variety of sales channels in 2024. Depletion data reported by SipSource, direct-to-consumer shipment volume reported by WineBusiness Analytics, and NIQ off-premise scan data all indicate that despite softer sales in 2024, Oregon outperformed the overall wine category across all channels.
The breakdown of sales by channel follows:
- Distribution: Sales into distribution channels decreased by 4.5% in Oregon and just under 4% in U.S. states outside of Oregon. While the domestic distribution channels averaged a 3.9% decline, a bright spot was in Oregon’s wine international markets, which increased by 7% from 2023.
- Direct-to-Consumer: The overall direct-to-consumer sales channel faced a slightly smaller decline than domestic distribution in 2024. The direct-to-consumer channel overall fell 3.3%, with sales from tasting rooms down 2.9%.
Exports
In a turnaround from 2023, exports of Oregon wine increased by 7% in 2024, after a slight 1% decrease in 2023. In 2024, Canada continued to be Oregon’s largest export market accounting for 46% of total exports or 77,884 cases. The United Kingdom and Japan continue to hold the second and third export market positions, respectively. Notably, all export markets tracked in the Census showed increases in 2024 sales. While international markets comprise only 3%, or just under 170,000 cases, of Oregon wine sold, this growth demonstrates the continued demand for Oregon wine globally and the importance of export markets.
Bianco added, “We acknowledge that these are challenging times for our wineries and vineyards, no matter what size or region. We remain optimistic about the future and ready to promote Oregon wine at home and around the world in support of our industry.”
About the Oregon Vineyard & Winery Report
Full details about the report and census survey, including vineyard and winery reports dating back to 1981, can be found here.
# # #
About the Oregon Wine Board
The Oregon Wine Board is a semi-independent Oregon state agency managing marketing, research, and education initiatives that support and advance the Oregon wine and wine grape industry. The Board works on behalf of all Oregon wineries and independent growers throughout the state’s diverse winegrowing regions. To learn more, visit industry.oregonwine.org.
Leave a comment