Page 53 - Grapevine NovDec 2020

Around The Vineyard

purchases, as long as messaging can be effectively
managed. As Wilson observes, “While he industry
will be talking about smoke taint and the memory
of 2020, these issues are not likely to impact most
wine consumers. There’s a premium attached
to wine that comes out of Oregon. Consumers
perceive these wines as being excellent quality
and good value for the price.” Murdoch concurs,
“Grape growers and winemakers are focused on
building businesses over the long-term based on
craftsmanship and value. Winemakers are aware of
the reputational risk posed by releasing wines that
might fall short of Oregon’s historically high-quality
levels.”

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