There continues to be a lot of discussion in the industry regarding the perception of Oregon wines, the relationship with Pinot Noir, and how to best market. I think the relationship is reciprocal. What do I mean by that?

Oregon (in particular the Willamette Valley) is a great place to grow Pinot Noir. We are producing Pinot Noir that rivals any produced anywhere in the world. We continue to gain accolades such as those published in the latest Wine Spectator. Therefore, Pinot Noir = Oregon.

Oregon is also growing other varietals and producing some very fine wines, however, Pinot Noir is what has put Oregon on the map as being a viable wine producing state and over 50% of Oregon wine production is Pinot Noir. Therefore, I say Oregon = Pinot Noir.

So from a marketing perspective, Oregon should put its best foot (product) forward by promoting Oregon Pinot Noir across the world, differentiating Oregon Pinot Noir from others produced around the world by our unique growing conditions, soils, quality, and sustainability. The more we do that, the more awareness there will be, the more wine sold, the more tourism, and the more non-Pinot Noir wines will be recognized. Let’s not be another California.