The Oregon Grape and Wine Industry

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The Oregon Grape and Wine Industry. AAWE Conference 15 August, 2008. About Us. People: Honest, collaborative, friendly, accessible, authentic. Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008. Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008. - PowerPoint PPT Presentation

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  • The Oregon Grape and Wine Industry

    AAWE Conference15 August, 2008

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  • About Us*People: Honest, collaborative, friendly, accessible, authentic

    UniquePlaceArtisanalWine SustainabilityLeadershipPromotesHealth Cool nights Ideal soils Long growing season Small vineyards, tended by hand Discovery destination for adventurous travelers Predominantly family owned vineyards & wineries Known for hand sorted grapes, hand-crafted wines Distinctive acid profile enables food friendliness Strict labeling laws: you know whats in the bottle 26% of acreage certified sustainable Leadership LIVE certification Oregon Certified Sustainable helps consumers make informed choices Part of a healthy lifestyle High resveratrol levels Antioxidant; cancer prevention and cardiovascular benefits May reverse negative effects of obesity

  • Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008

  • Source: Dr. Greg Jones, Southern Oregon University, 2008Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008

  • Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008

  • Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008

  • Sources: NASS, Dr. Greg Jones, Southern Oregon University, 2008

  • Economic ImpactOver $1.4B8,479 jobs$203M in wine-related wages$92M tourism revenue1.48M annual winery visitsWine grapes rank in dollar value within Oregon agriculture: 4th*Sources: Full Glass Research, OWB, OWA (2005)

  • Ultra-Premium FocusSuccessfully focused on the higher priced, higher quality segments Highest average returns per ton Highest average revenues per caseDespite producing a much smaller volume of wine, OR winery revenues per capita compare to NY and WA

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  • Outlook generally positiveDemand for PN & PG remains high Production costs are reasonable for the quality obtained Market outside NW underexploited, offering solid growth potential Wine tourism underdeveloped compared to CA wine regions~5% percent of overnight leisure trips involved winery visitsFar lower than Mendocino, San Luis Obispo and Amador counties (1025%)Tourism infrastructure not keeping up with industry growthHowever, competition fierce, especially in a softening economyMarket will need to absorb significant increases in the supply of PN and some other varietals

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  • Unique Business ChallengesNo significant economies of scale no large vineyards possibleNot about cost minimization, but margin optimizationNo extraordinarily large player, unlike CA and WALimited marketing budgetsMany second career owners not in it for the moneyNot always a rational economic systemSecuring effective distribution in 3 tier systemEmphasis on direct distribution margins vs. efficiency

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