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"Vinexposium interviewed Margaret Bray from the Oregon Wine Board to find out more about its export strategy and challenges. Margaret shares how important exports are to Oregon, currently and looking ahead, as well as all the actions and challenges involved in growing awareness and sales of wines from this inspiring region around the globe."
How important is exporting for the wineries from Oregon?
International markets represent promising growth opportunities for Oregon. Events such as the Oregon Pinot Camp, the Int’l. Pinot noir Celebration have, for 30+ years, shined a spotlight on Oregon, bringing it to the attention of global wine buyers looking for new regions to balance old-world supply sources such as France, Spain and Italy. In addition, recognized wine critics including Jancis Robinson, James Suckling, Eric Asimov and many others consistently put more Oregon wines on their annual “Best of the Year”, in excess of what Oregon’s wine production level would typically justify.
What share do exports represent of your total sales? Has this grown a lot?
At the present time, international sales represent about 4% of Oregon’s total wine sales. Annual exports continue trending upward.
What are your key markets and have these changed over the past few years?
Top export markets for Oregon include: Canada, the U.K., Japan, South Korea, Denmark, Sweden. Oregon has experienced revitalization in these core markets as we emerge from Covid-19.
How have you managed (or aimed) to encourage export growth over the years?
Global wine buyers have responded well to Oregon winemakers when they attend the most well-attended global trade events and these are counterbalanced by the visits to the U.S. and Oregon we sponsor in partnership with our colleagues from California, Washington state and New York state.
How does an organization such as the Oregon Wine Board work daily to support and promote wines from Oregon around the globe?
The Oregon Wine Board, California Wine Institute and WA State Wine Commission have come together to maximize the impact of industry-financed investments in programming compounded by the consistent support and encouragement from the US Department of Agriculture.
Have exports in any way imposed a change in style, taste or look for Oregon wines?
No, not particularly. Our high quality standards are reflected in our wines across both domestic and international markets.
How do you see the future of international trade for wines from Oregon?
The Oregon Wine Board sees significant growth potential in global markets, particularly in the Asian and Pan-Pacific regions. As established and newer wine buyers around the world witness supply pressures in Old World countries they will be looking for well-crafted wines, priced fairly and supported by innovative programming and dedicated winemakers. World wide trade conditions set up well for steady increases in US wine exports.
Can you tell us a little more about wines from Oregon and their main features?
Oregon wines are generally characterized by elegance, finesse, length, age-worthiness and extraordinary balance. Those attributes make the wines attractive to chefs and sommeliers designing on-premise wine programs around the world who are looking for food-friendly wines capable of complementing emerging cuisine preferences of those adults aging into their prime wine-appreciation life stages.
This interview was released during Vinexpo Asia, as part of the dedicated “USA, Country of Honor” program from May 23 to 25, 2023.
