“The industry has reached the point of acute oversupply due to diminishing volumes sold. That will lead to vineyard removals — and fallowing in some cases — and reduced returns for growers.”
When I moved to Sonoma County in 1995, it seemed every bare patch of ground — and acres formerly planted with apples, hops and other crops — was being planted with new vineyards; until 2008, that is. The wine business recovered from the recession, but is now facing another downturn.
A person who is in the position to do something about the human-caused rapidly-changing climate has assured us that it’s all a hoax. Just in case he’s wrong, though, vintners and grape growers in over-heating California have been buying up vineyard properties in Oregon, where the climate is getting more like what Napa and Sonoma used to be. Kendall-Jackson is one high-profile name investing in Oregon.
Others do it differently. Copper Cane Wine & Provisions – “provisions” include women’s swimwear and cigars – is a marketing behemoth selling a “collection of brands that are personally crafted to uphold a lifestyle of luxury and enjoyment.” Last year they faced legal action from Willamette Valley Vineyards for the labeling of their “Willametter” Pinot Noir. Another Copper Cane brand, “Elouan” Pinot Noir, is from “three diverse valleys along Oregon’s coast,” the Willamette, Umpqua and Rogue. They apparently expect their customers to be unfamiliar with Oregon geography. In the end, the Oregon Liquor Control Commission stopped them from selling the wines in the state because of mis-labeling.
Perhaps out of spite, Copper Cane refused to accept 2,000 tons of grapes from the 2018 harvest that they had contracted to buy from Rogue Valley growers.They claim the grapes were unacceptable, that they had been tainted with smoke from wild fires. Oregon growers and winemakers disagreed. Led by Willamette Valley Vineyards and King Estate Winery a group of Oregon vintners purchased the grapes and are now marketing Oregon Solidarity Rosé of Pinot Noir. A Chardonnay will be released in May and Pinot Noir in August.