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APRIL NEWS Start Spreading the News, Oregon State isn't finished proselytizing Pinot Noir and other wines, expert says P ortland, Ore.—Oregon needs an evangelical approach to its Miller said that a quarter of California consumers are ignorant wines if it wants to make the most of a rebounding econoabout Oregon wine, while consumers in Washington state are much my and consumers inclined to try something different. more likely to have a favorable view of the quality of Oregon wines. During the annual state-of-the-industry address that "Washington consumers are much more in tune with Oregon wines kicked off this year's Oregon Wine Industry Symposium in Portthan California consumers," he said, apologizing for his fellow Calland on Feb. 19, Christian Miller of Full ifornia wine drinkers. "Consumers there Glass Research in Berkeley, Calif., cited are, frankly, benighted and parochial." several statistics highlighting the need for That attitude flies in the face of Oregon Oregon wineries to raise their profiles. wines' performance at retail, however. "Pinot Noir is still the dominant, by far, "Oregon is actually doing particularly Oregon variety," Miller told the opening well," he said. winesandvines.com Learn more: session of the symposium, which garSales of OrSearch keywords nered more than 1,300 registrants. egon wines in "Oregon proselytizing." Data presented by Southern Oregon the $20-and-up Christian Miller, Full Glass Research category have shown particular strength, University professor Greg Jones as part of a recap of the state's vineyard acreage indicates that more with sales up 6.4% by value and 5.5% by volume. The average than 61% of Oregon vineyards are planted to Pinot Noir. (Read sale price of Oregon wine is now $15.14 per bottle, according to more about Greg Jones on page 23.) While varieties such as Piresearch by The Nielsen Co., with Moscato, red blends and Pinot not Gris and Chardonnay are contenders, and the trade is showGris, respectively, showing the strongest growth. ing keen interest in up-and-coming varieties such as Pinot Blanc "We really are seeing a trading back up among the high-value, and Tempranillo, Miller said consumers have yet to buy in. "Orhigh-frequency (consumer)," Miller said. For more information egon still equals Pinot Noir, and there is more proselytizing to and photos from the conference, see page 30. WandV-trutan-halfpg-2013.pdf 1 10/9/12 3:23 PM be done," he said. —Peter Mitham "Washington consumers are much more in tune with Oregon wines than California consumers." C M Y CM MY CY CMY K Win es & V i n es A PRI L 20 13 17