Impact Databank: Oregon Wines To Surpass Six Million Cases This Year
September 19, 2024Only three years after having reached the five-million-case threshold, Oregon wine volumes are expected to surpass six million cases in 2024, according to Impact Databank, continuing a long stream of gains as Oregon broadens its appeal to American wine drinkers and overseas markets. In addition, the dollar value of all Oregon wine sold is approaching $1 billion, according to the Oregon Wine Board—nearly triple its value just 10 years prior.
Oregon has easily outperformed the total wine industry, which has seen three consecutive annual declines by volume, according to The U.S. Wine Market: Shanken’s Impact Databank Review & Forecast, 2024 Edition. The seven largest-selling Oregon labels combined average well over $15 a 750-ml. and have done well to weather the Cascade wildfires in 2020, the supply-chain issues during the pandemic, and the recent inflationary environment.
Table wines from Oregon boasted an average retail price of $18.36 a 750-ml. in Nielsen/NIQ channels in the 52-week period ending August 10—nearly twice overall wine’s national off-premise average of $9.82 (including imports). And while wine in general has been losing share to spirits and RTDs, Oregon table wine priced over $15 a 750-ml. increased 1% in the year-to-date period ending August 11 in Circana/IRI channels, compared to a 4% decline for total table wine.
Pinot Noir remains the dominant grape variety, accounting for nearly two-thirds of Oregon’s wine grape production value last year, on less than 60% of the tonnage. Pinot Gris is the largest-selling white grape, but Chardonnay is by far the fastest-growing variety, according to Impact Databank. The north Willamette Valley region accounted for three-quarters of the state’s wine production last year. Grape acreage and the number of vineyards continue to increase throughout the state, which bodes well for the future of the Oregon wine industry.
The state’s two largest labels, A to Z from Ste. Michelle Wine Estates and Underwood from Union Wine Co., have both showed strong growth in control states in the year to date, as has Elouan from Joe Wagner’s Copper Cane Wines & Spirits. Beyond the top brands, other Oregon labels growing at double-digit rates include Foley Family’s The Four Graces, Wine Hooligans’ Portlandia, Cloudline from Dreyfus Ashby, and King Estate’s Inscription.
For more information regarding The U.S. Wine Market: Shanken’s Impact Databank Review & Forecast, 2024 Edition as well as other exclusive Shanken reports and publications, visit impactdatabank.com.—Juan Banaag
| U.S.—Leading Wine Brands from Oregon (thousands of 9-liter cases) |
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| Brand | Origin/Type | Total 2023 U.S. Volume1 |
Control States Volume Growth 2024 YTD2 |
|
|---|---|---|---|---|
| A to Z | Ste. Michelle Wine Estates | 355 | 15.0% | |
| Underwood | Union Wine Co. | 340 | 9.6% | |
| Erath | Ste. Michelle Wine Estates | 325 | -8.4% | |
| Willamette | Williamette Valley Vineyards | 192 | -3.7% | |
| Acrobat | Foley Family Wines & Spirits | 158 | -1.8% | |
| King Estate | King Estate Winery | 155 | -14.1% | |
| Elouan | Copper Cane Wines & Spirits | 143 | 16.1% | |
| Total Leading Brands3 | 1,667 | 2.5% | ||
| 1 Based on unrounded data. 2 Year-to-date through July. 3 Addition of columns may not agree due to rounding. Source: NABCA and IMPACT DATABANK © 2024 |
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Tagged : A to Z, Copper Cane, Elouan, Erath, Foley Family, Ste. Michelle Wine Estates, The Four Graces, Underwood
