The Oregon Wine Board was awarded a Specialty Crop Block grant through the Oregon Department of Agriculture and USDA. This grant augments the industry’s current resources and will enable us to deliver more thoroughly against two of our critical strategic imperatives:

  1. Increase availability of Oregon wine by engaging trade gatekeepers; and
  2. Drive awareness of Oregon’s quality among fine wine consumers.

The funding will be used over the next two years to host events in four markets around the U.S. where category development data and Oregon brand availability confirm good potential for increased Oregon wine sales. This market outreach strategy responds directly to feedback we have received through surveys communicating that you – members of the Oregon wine industry – would like the OWB to expand and enhance Oregon’s profile outside of the Pacific Northwest.

The first Oregon Wine Trail event took place in L.A. in Apr. 2018, the second in New York City in May 2019.

Two more domestic events will follow in the spring of 2020. To stay informed about upcoming opportunities, subscribe to our industry newsletter here.

INFORMATION

The OWB conducts an annual industry survey to take the pulse of Oregon’s small, medium and large wineries. In recent years we have heard that you – members of the Oregon wine industry – would like the OWB to expand and enhance Oregon’s profile outside of the Pacific Northwest. In response to your feedback, we submitted a proposal and were awarded a $174,000 dollar Specialty Crop Block Grant. The funding will be used over the next two years to host events in four markets around the U.S.

These events will target influential members of the trade, key media and high-potential consumers.

Each market visit will include:

  • A master-level educational seminar for key buyers given by OWB’s Education Manager and resident MW, Bree Boskov
  • A tasting event for trade and media; and
  • A separate ticketed consumer tasting.

Given OWB’s scope of supporting Oregon wine statewide, these events present a unique opportunity to showcase the full gamut of winegrowing in Oregon, ensuring diverse representation of varieties and wineries.

Partners

We were thrilled to partner with the team behind Feast Portland to conceptualize this event series and execute the first iteration. Team Feast is best known for its eponymous food and wine event, yet they also have expertise in bringing the ethos of Oregon’s culinary and beverage scene to life in other markets.

For branding and graphic design, we worked with Lookout creative, a firm who has worked with Oregon’s top names in tourism and hospitality as well as smaller, up and coming brands, to craft our event’s branding and design elements.

Each Oregon Wine Trail event will also enlist in-market partners who will help us navigate new cities and connect us with the local trade and media landscape.

The first Oregon Wine Trail event was held in Los Angeles on April 24, 2018.

Schedule of Events

11:30 a.m. – 1 p.m. Masterclass Seminar for key buyers, presented by Bree Boskov MW
12:30 – 4:00 p.m. Trade and media walk around tasting
6:30 – 9:00 p.m. Consumer tasting (ticketed entrance)

Click here to see a photo recap of events.

The second Oregon Wine Trail took place in New York City on May 6, 2019 at The Altman Building, 135 W 18th St.

Format

  • Masterclass Seminar for key buyers, presented by Bree Boskov MW
  • Trade and media walk around tasting
  • Consumer tasting (ticketed entrance)

Click here to view the event recap.

Oregon Wine Trail FAQ – Answers to questions you or your staff might have about this event.
To see what else has been communicated about this event, see these blog posts:

OWB Awarded Grant for Out-of-State Events (Nov. 2, 2017)
OWB to Partner with Feast Portland for Upcoming Events (Jan. 5, 2018)
Mark Your Calendar: Upcoming Tastings (Aug. 30, 2018)
Oregon Wine Trail NYC Registration Opens Next Week (Oct. 17, 2018)
Oregon Wine Trail NYC Event Recap (Jun. 7, 2019)

Back to top ^

TAKE ACTION

The following hotels are all less than one mile from The Altman Building and offer a range of pricing.

If you have distribution in New York your samples will need to be delivered by your distributor on May 6 between 8am-11am.

Delivery address for distributors:
The Altman Building
135 W 18th St
NY, NY 10011
(212) 741-3400

If you do not have distribution in New York a small shipment will be consolidated in OR at Northwest Distribution & Storage in Salem. Wines will be accepted at Northwest between March 19-April 10. Full consolidation details will be sent out in early March.

We’ve received feedback that some of you would like additional support in finding opportunities for New York distribution. While researching solutions for this prevalent concern, we were introduced to Liberation Distribution, Inc. (LibDib).

LibDib  is a distributor of alcoholic beverages enabled through a proprietary desktop and mobile friendly web platform. Founded in 2016 by a small winery owner struggling to grow her family’s brand within the traditional distributor model, LibDib changes alcohol distribution by leveling the playing field. They offer a low-cost path to market as an alternative to the traditional winery/distributor relationship. Using LibDib, restaurants, bars and retailers can legally and efficiently purchase boutique wines, craft spirits and microbrews from producers of all sizes.

The OWB hosted an Introduction to LibDib webinar on Mar. 21, 2018. Tanya Riesbeck of LibDib presented the mechanics of this new business model. Meg Murray of the Oregon wine label Nasty Woman Wines also participated by sharing her experience as a small producer working with LibDib and offered advice to others interested in getting started.

As you prepare to introduce your wines to the New York market, LibDib might be a good solution to support you in selling wine to key on-and-off-premise accounts while you’re in town. Email Dave Masamori for more information.

To help consumers at our NYC tasting discover the “Oregon wine trail” that best fits their palate and interests, we’ve outlined six conceptual wine trails throughout the event. Complete this short form to select your trail associations.
All wineries participating in the Oregon Wine Trail tasting on May 6 are required to secure a “Marketing Permit” from New York’s State Liquor Authority (SLA).

Since review and approval times can not be guaranteed it is strongly recommend you apply with the SLA by March 15. A PDF tutorial that explains all the main points and clarifies the confusing questions can be viewed here. It will spare you headache and lost time so please review it carefully.

On Thursday, Feb. 21 the OWB hosted a webinar to prepare for the Oregon Wine Trail event happening in NYC for participating wineries. Watch the complete webinar below for an overview of:

  • Event logistics
  • Wine fulfillment logistics
  • The event concept and brand
  • Marketing tools available

Back to top ^

TOOLS AND ASSETS

MARKETING TOOLKIT

Your support and outreach are critical to populating the consumer tasting with the most high value attendees. Please download and review the Marketing Toolkit, which includes logos, images and a discount code for your club members and valued fans. Your participation will ensure robust attendance.

OWT NYC Marketing Toolkit

NYC POSTER

SOCIAL MEDIA

Be proactive and engaging with your social media, but also thoughtful in your frequency and timing of posts.  Let your different channels tell a story and put a “face” to the event.

Please use the official program links in your communications and social media posts:

Event Details (Consumer): https://www.oregonwine.org/trail/nyc/

Event Details (Trade): https://www.oregonwine.org/trail/nyc-trade/

facebook icon Oregon Wine Trail on Facebook
Official Facebook accounts: Oregon Wine  
Official program hashtags: #oregonwine   #oregonwinetrail 

Facebook is the social media platform that will engage your largest audience. It’s great for promoting the Oregon Wine Trail event. The more users engage with your content by liking, sharing and commenting, the more visible your posts will be to others.

Click the images below to download full sized files. 

 Oregon Wine Trail on Instagram
Official Instagram accounts: oregonwineboard
Official program hashtags: #oregonwine   #oregonwinetrail

Instagram is perfect for short messaging about the Oregon Wine Trail and to showcase both the “face” of the program along with between-the-scenes fun.

twitter-icon Oregon Wine Trail on Twitter
Official Twitter accounts: @OregonWineBoard  
Official program hashtags: #oregonwine   #oregonwinetrail

Twitter is a social media platform that enables users to send and read short messages called “tweets.” Twitter can be used to share news and connect to ideas related to the Oregon Wine Trail event. For the most exposure, feature engaging posts that will inspire your followers to re-tweet your post.

WEBSITE AND NEWSLETTER

Your Website –  Advertise your participation in the Oregon Wine Trail event on your website with the provided logo files or graphics. Be sure to link out to the Oregon Wine Trail website for more information.

Your Newsletter – E-newsletters provide a perfect opportunity to tell your customers about your participation in the Oregon Wine Trail event, and invite your area customers to come.

Need inspiration? Consider a version of the copy below:

We’re hitting the trail with 60 Oregon wineries and our friends at Olympia Provisions, Jacobsen Salt Co., and Stumptown Coffee for a grand happening of Oregonian wine, food and personality. No white table cloths, no orange cheese cubes, instead a generous pour of Oregon’s fine wine and pioneering spirit.

You see, Oregon is a state, and a damn fine one. But Oregonian is a state of mind. You’ve got to experience it to truly get it. So join winemakers and owners representing Oregon’s broad geographic and varietal diversity for an evening evocative of Oregon wine country in NYC. From legacy Pinot noir to unexpected whites and surprises in between, we invite you to grab a glass and find your Oregon wine trail. Learn more and buy tickets today.

Back to top ^