The Oregon wine industry collaborates every year for Oregon Wine Month in May. The Oregon wineries in your portfolio would like to work together and pool resources to increase the visibility and success of this campaign. By partnering, your business would be able to take advantage of: -Oregon portfolio programming collaboration -A concentrated period of increased market support -Oregon Wine Board resources such as printed and shipped POS and other marketing support
On deck is an update on current Oregon wine trends in the marketplace and a recommendation for how to leverage the 2018 Oregon Wine Month campaign to sell more Oregon wine.
It is likely no surprise that the average bottle price for a bottle of Oregon wine is higher than our neighbors to the north and south. However, what might surprise a few of you is the sales growth Oregon has been experiencing in recent years. Pinot noir, Pinot gris and Chardonnay – Oregon’s top three varieties – have been increasing in popularity across the U.S., and overall retail sales growth of Oregon wine outpaces other regions. To sum it up, not only are Oregon’s higher average bottle prices resulting in a greater profit per bottle, the market is also demanding more volume than ever before.
Oregon is an industry comprised of family-owned, artisan winemakers and winegrowers with about 70% of the wineries in Oregon producing 5,000 cases or less. This anecdote comes to life when you begin to dive deeper into major wine publication quality scores. Despite producing only 1% of the total wine produced in the U.S., wines from Oregon made up 20% of Wine Spectator’s 90+ scores on domestic wine in 2015 - 2017. What’s more, Oregon’s value for money shines when compared to wines of similar quality from other top regions.
In 2016, the Oregon Wine Board commissioned Full Glass Research to conduct a study to learn more about the way affluent wine drinkers felt about and purchased Oregon wine. This study revealed that these affluent wine drinkers like Oregon wine, but cite visibility, availability and awareness as top barriers to purchase. Oregon Wine Month is the perfect opportunity to raise the visibility of Oregon wine with new placements and to support them with added programming.
Eric Asimov, chief wine critic of The New York Times, summarized it best in a piece he wrote this fall called “The Oregon Trail” …
The Oregon Wine Month program is designed to inspire a concentrated period of market support for Oregon wines across the country.
We celebrate Oregon Wine Month in May because the spring is an exciting time in Oregon! Wine country begins to wake up in April with bud break, less rain and warmer temperatures. It celebrates the kickoff of the growing season and our favorite time of year.
The Oregon Wine Board has developed a package of resources that Oregon wineries can offer their distributors across the country to help support their Oregon Wine Month efforts, including providing point of sale materials, customizable graphics, sales force education and a consumer promotional element.
For on-premise accounts, printed table tents can be ordered and shipped directly to the distributor warehouse. Check presenter inserts, menu templates and other graphics will be available at oregonwinemonthtoolkit.org by late winter to download and customize.
Printed POS will be available to participating distributors. Orders will need to be received by March 1 and materials will be shipped to distributor warehouses by April 1. Graphics that can be used for customization will be available for download on oregonwinemonthtoolkit.org by late winter.
To support consumer awareness, the Oregon Wine Board will be offering a consumer sweepstakes to win a trip to Oregon wine country. This will be featured on bottle neckers to help stimulate purchase (although legally, no purchase is necessary to enter) and will run a digital advertising campaign to raise awareness of Oregon Wine Month and this promotion.
We want your sales force to feel knowledgeable and confident when selling Oregon wine. For distributors participating in Oregon Wine Month, the Oregon Wine Board’s resident Master of Wine will host a webinar in early spring to provide a dive into the major features, qualities and selling points of Oregon wine.
We can’t have a successful Oregon Wine Month with you and your team. Partner with the Oregon wineries in your portfolio to bring this campaign to life.
Once we have a program in place, sign on the dotted line by filing out the Distributor Commitment Form on the Oregon Wine Board’s Oregon Wine Month toolkit. This form is very important because it will loop you into the communications around ordering POS and other key programming information.
Many of the facts, stats and maps that were used in this presentation can be found on the Oregon Wine Resource Studio. The Resource Studio offers customizable, downloadable presentations that can be used for training or sales purposes. If you haven’t already, be sure to check it out!
2019 Oregon Wine Month Trade Programming
MAY IS OREGON WINE MONTH
Partner with the Oregon brands in your portfolio to
transform May into Oregon Wine Month.
Take advantage of:
Oregon portfolio programming collaboration
A concentrated period of increased market support
Oregon Wine Board resources such as printed and
shipped POS and other marketing support
HOW IT WORKS
1. DRIVE REVENUE WITH A GROWING CATEGORY
Higher average bottle prices result in greater profit per bottle
Oregon’s top three varieties have been increasing in popularity across the
U.S., producing overall volume growth that outpaces other regions
OR WA CA
OR WA CA
AverageBottle$ Price(750mL) RetailVolume %Growth(2017vs2016)
2. SELL HIGHLY ACCLAIMED WINES
Oregon's value for money shines
when compared to wines of similar
quality from other top regions.
Source: Full Glass Research, Wine Opinions Panel, December 2016
3. GIVE THE PEOPLE WHAT THEY WANT
Affluent wine drinkers like Oregon wine, but
cite visibility, availability and awareness
as top barriers to purchase.
Oregon Wine Month is the perfect
opportunity to make new Oregon
placements and support them with added
INTRODUCING OREGON WINE MONTH
The spring is an exciting time in Oregon! Wine country begins to wake
up in April with bud break, less rain and warmer temperatures. By May,
we’re ready to party.
Oregon Wine Month celebrates the kickoff of the growing season and
our favorite time of year.
OREGON WINE MONTH: WHAT’S ON OFFER?
Digital graphics for customization available by Feb 1
Learn Oregon: Online Oregon Wine Trade Education
OWM printed POS shipped to distributor warehouse by April 1
An Oregon wine getaway sweepstakes program for consumers
One grand prize winner and guest will spend several days and nights in
the vineyards, the kitchens and the company of some of Oregon’s most
acclaimed winemakers, chefs and craftspeople for an immersive
celebration of Oregon’s wine and food bounty.
Sponsored by the OWB
Incorporated onto POS
Supported by digital campaign
in participating markets
CONSUMER SWEEPSTAKES PROMOTION
OREGON WINE EDUCATION
Learn Oregon is a 4-week Oregon wine online education curriculum
developed by Bree Boskov MW to train trade members to sell Oregon
• A multi-media curriculum will feature video, presentations and maps
covering the most important topics in Oregon wine delivered in bite-
• Delivered via email throughout March with the opportunity for users
to win weekly prizes and giveaways
• Will culminate with a 45 minute live (and recorded) webinar lead by
Bree Boskov MW
OREGON WINE PARTNERSHIP
Partner with your Oregon wineries to make Oregon Wine Month
Place focus across entire portfolio on Oregon
Put participating Oregon brands on quota for May
Partner with the brands on sales incentives
Retail programs planned and sold in advance
DISTRIBUTOR COMMITMENT FORM
By Feb. 1, sign the Distributor Commitment Form on the Oregon Wine
Month Toolkit to receive communications about ordering POS and other
key programming information.
INTERESTED IN MORE OREGON WINE INFO?
Visit trade.oregonwine.org for stats, maps, facts and more, including
customizable presentations for your sales calls.