Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/658171
www.beveragedynamics.com March/April 2016 • Beverage Dynamics 69 Nielsen shows that in 2015 Oregon wine sales were up just over 13% in national dollar volume, as compared to 5% in total table wine category growth." The driving forces are different here, though: a growing reputation for excellence in luxe Pinot Noir and a growing supply of affordable versions for the masses. Oregon has 45% less vineyard acreage than Washington, but the yields per vine are so much lower that it produces 63% less wine. "Oregon hangs its hat on Pinot Noir of greatness," says David Adelshieim, co-founder and president of Adelsheim Vineyard, "but in climates like ours, there is a direct relationship between crop yields and wine's concentration. If you need to get below 2 tons per acre to make a serious wine of complexity, your main selling point can't be low cost. Prices need to be north of $25 or $30 per bottle to make this kind of farming economically viable." But insatiable thirst for economical Oregon Pinot has led to signifi cant expansion in entry-level offerings, many sourcing from outside established AVAs. Launched in 2002, A to Z Wineworks was an early success story in that quest, channeling wine geeks everywhere with their slogan, "aristocratic wines for democratic prices." But today the company is not simply on fi re on the sales front (as Oregon's leader in Nielsen's national scan data), but blazing an uncommon trail when it became the world's only 'B Corp' winery in 2014. Certifi cation as a B Corporation provides a formal framework ,allowing for-profi t companies wishing to benefi t society as well as their shareholders to meet rigorous standards of social and environmental performance, accountability and transparency. "Our goal is simply to offer quality wines at value prices," says Deb Hatcher, a founding partner who serves a chief marketing and sales offi cer for A to Z, "while building a company that is a force for good." This type of inspirational thought-leadership has been baked into Oregon's wine culture from day one, and boosts Oregon's consumer appeal. "Oregon leads in certifi ed sustainable vine- yards as a state with 48% of our vineyards certifi ed," says Chris- tine Collier, winery director for Willamette Valley Vineyards. "We hold ourselves to a higher standard of truth-in-labeling by only allowing 10% off-varietal blending, compared to 25% in other states. We fi nd consumers are willing to pay for a product they believe has value, an authentic story, a sustainability-focus and an emotional connection with the way they choose to live their lives." IDAHO Consumers may associate Idaho with spuds, but with over 50 wineries and approval for its third AVA in the pipeline, the state clearly has a rosy fi ne-wine future. The region's high-desert cli- OREGON GRAPES TO WATCH Chardonnay – As a specialist in Burgundian grapes, it should come as no surprise that this region can produce stellar Chardonnay and sparkling wines. "Our top Chardonnays are truly special," says Adelsheim, "and as we develop more infrastructure and experience with the Champagne method, you'll see some spectacular spar- klers from high-elevation sites." Tempranillo – "Tempranillo is easy to grow and vinify in Oregon, particularly Southern Oregon. It just a natural here," says Earl Jones, founder of Abacela Vineyards and dedicated Tempranillo evangelist. Since his initial 1995 plantings, Jones has inspired 56 more growers in the state to try their hand at Rioja's famous native grape. The variety has proven popular with tasting room visitors and the commercial value of Oregon's Tempranillo harvest has more than tripled since 2010. Abacela's estate vineyard planted to Tempranillo