Oregon Wine Board

What Oregon Wine Board does

The Oregon Wine Board is a quasi-governmental state commission, founded in 1984 (originally as the Oregon Wine Advisory Board) and headquartered in Portland, Oregon, whose mandate is to promote the Oregon wine and grape industry domestically and internationally. The Board serves 995+ Oregon wineries and 1,370+ vineyards operating across 23 American Viticultural Areas nested within six principal regions (Willamette Valley, Portland, Columbia Gorge, Walla Walla Valley, Umpqua Valley, and Rogue Valley). It is funded through industry assessments levied on wineries and grape growers, and it operates with a 11-50 employee staff supporting both consumer-facing tourism marketing and trade-facing industry services.

The Board's core platform is oregonwine.org, which functions as the central digital hub for Oregon wine tourism. The platform exposes a searchable Tasting Room Directory of 500+ locations (filterable by region, variety, and amenity), an Events Calendar, regional storytelling pages, and wine pairing recipe content. An 84-page Touring Guide is published in both complimentary print and digital formats. Programmatic products include Oregon Wine Month (May), Cellar Season (January-March), Bounty & Vine (autumn harvest), and the Oregon Wine Flies Free partnership with Alaska Airlines that enables free checked wine cases and complimentary tastings at 300+ participating wineries. Distribution extends through Travel Oregon, regional wine associations (Willamette Valley Wineries Association, Gorge Wine, Walla Walla Wine, Umpqua Valley Winegrowers, Rogue Valley Wine Country, PDX Urban Wineries Association), and the Oregon Wine Country specialty license plate administered via the Oregon DMV.

The Board's revenue mechanics are assessment-based rather than transactional; it does not sell wine or charge consumers for promotional content. Pricing for tasting room experiences is set independently by each winery. The organization supports trade engagement via the Oregon Wine Symposium (1,200+ attendees) and WineVit, and funds enology research through Oregon State University. Strategic significance was elevated in 2021 when Willamette Valley became the second American wine region (after Napa Valley) to obtain EU Protected Geographical Indication status, materially extending the Board's international brand infrastructure. Operational leadership is currently anchored by President Tom Danowski, VP Finance and Operations Marie Chambers, and Director Robert Morus.

Name

Oregon Wine Board

Legal name

Oregon Wine Board

Website

https://oregonwine.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

The Oregon Wine Board is a quasi-governmental state commission that promotes Oregon's wine and grape industry through tourism marketing, digital content, and seasonal programming. It serves 995+ wineries and 1,370+ vineyards statewide, funded by industry assessments from growers and producers.

Ownership category

akta.pro rank

Product category

Wine Industry Promotion

NAICS

Wineries (31213)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Wine industry promotion
• Wine tourism marketing
• Tasting room directory
• Viticulture research
• Wine education

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Industry Assessment/Fees: Oregon Wine Board is funded through industry assessments from Oregon wineries and grape growers, similar to other state wine commissions. The Board uses these funds to promote Oregon wine nationally and internationally.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Oregon Wine Board is a state agricultural commission that manages product marketing, research, and education initiatives to support the Oregon wine and grape industry. It operates a digital platform (oregonwine.org) with a 500+ tasting room directory, an 84-page touring guide, an events calendar, and seasonal programs (Oregon Wine Month, Cellar Season, Oregon Wine Flies Free, Bounty & Vine), funded through industry assessments on Oregon wineries and grape growers.

Product overview

Oregon Wine Board operates a comprehensive digital platform centered on its main website (oregonwine.org), which serves as the primary hub for Oregon wine tourism promotion. The organization's product portfolio includes the Tasting Room Directory (500+ tasting rooms searchable by region, variety, and amenities), the Oregon Wine Touring Guide (84-page magazine available in print and digital formats), and an Events Calendar. These core offerings are supported by seasonal programs including Oregon Wine Month (May), Cellar Season (January-March), and Bounty & Vine (autumn harvest). The Oregon Wine Flies Free program partners with Alaska Airlines for wine transport. Additional content includes wine pairing recipes and detailed regional information covering Oregon's 23 AVAs across six principal wine regions (Willamette Valley, Portland, Columbia Gorge, Rogue Valley, Umpqua Valley, and Walla Walla Valley).

Differentiator

Problem solved

Functional benefit

Products and services

• Tasting Room Directory

Quantifiable outcome

• Wine-related tourism generates $860.9 million in statewide revenues (up 13.5% from 2022), supporting 9,100+ jobs
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and regional.

• Alaska AirlinescoreGTM or Marketing PartnerOregon Wine Flies Free partnership allows Alaska Airlines Mileage Plan members to check one case of wine for free on domestic flights from Oregon, Washington, Idaho, and California. Members also receive complimentary tastings at 300+ participating wineries when showing boarding pass and Mileage Plan membership.
• Travel OregoncoreGTM or Marketing PartnerState tourism partnership promoting Oregon wine regions across seven areas: Willamette Valley, Portland, Southern Oregon (Umpqua Valley, Rogue Valley), Columbia Gorge & Mt. Hood, Eastern Oregon (Walla Walla Valley), Central Oregon, and Oregon Coast.
• Willamette Valley Wineries AssociationcoreStrategic or Co-development PartnerRegional wine association representing the premier New World winegrowing region, promoting Willamette Valley Pinot noir and other varieties through joint marketing and tourism initiatives.
• PDX Urban Wineries AssociationregionalGTM or Marketing PartnerAssociation representing Portland's urban winemakers to promote the city's vibrant and diverse wine culture, with Portland home to 30+ wineries and 70 breweries.
• Gorge WineregionalStrategic or Co-development PartnerRegional wine association for Columbia Gorge AVA, promoting the extreme climate region spanning from marine-influenced west to high desert east, with diverse wine varieties.
• Walla Walla WineregionalStrategic or Co-development PartnerRegional wine association for Walla Walla Valley AVA, promoting the cross-border region spanning Washington and Oregon, known for Cabernet Sauvignon, Syrah, and Merlot.
• Umpqua Valley WinegrowersregionalStrategic or Co-development PartnerRegional association connecting curious drinkers with Umpqua Valley winemakers in Oregon's 'hundred valleys' region known for Pinot noir, Pinot gris, Syrah, and Tempranillo.
• Rogue Valley Wine CountryregionalStrategic or Co-development PartnerRegional association promoting Rogue Valley wine country, a sun-drenched region with 70+ grape varieties and diverse micro-climates producing both cool and warm climate varieties.
• LIVE Certified SustainablecoreOthersLow Input Viticulture and Enology (LIVE) certification is a wine-grape specific eco-designation. Oregon leads the U.S. with 40% of vineyards certified sustainable through LIVE, Salmon Safe, Demeter Biodynamic, or USDA Organic.
• International Pinot Noir Celebration (IPNC)regionalGTM or Marketing PartnerAnnual celebration in McMinnville gathering Pinot noir producers and lovers from around the world, established 1987 as one of Oregon's premier wine events.
• Oregon Wine SymposiumregionalGTM or Marketing PartnerAnnual industry event bringing together 1,200+ wine professionals to address sector challenges including anti-alcohol movements, sustainable farming, exit strategies, and shifting consumer trends.
• Visit Hood RiverregionalGTM or Marketing PartnerRegional travel partner for Columbia Gorge wine region, promoting wine tourism one hour from Portland in the dramatic river corridor straddling Oregon and Washington.
• WineVitregionalGTM or Marketing PartnerAnnual wine industry event in Kennewick, Washington (Feb 10-11) bringing together industry professionals alongside Oregon Wine Symposium to address sector challenges.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Walla Walla Valley Wine Alliance: Regional wine alliance promoting the Walla Walla Valley AVA spanning Washington and Oregon — operates tasting room directory and tourism marketing much like Oregon Wine Board's regional framework.
• Willamette Valley Wineries Association: Regional wine association representing Willamette Valley wineries — direct strategic partner of Oregon Wine Board operating at a sub-state regional level for promotion and tourism.
• Napa Valley Vintners: Trade association dedicated to promoting and protecting the Napa Valley AVA — the only other American wine region with EU PGI status, directly comparable to Oregon Wine Board's Willamette Valley efforts.
• Virginia Wine: Virginia state wine marketing organization promoting the state's wineries, vineyards, and wine tourism through industry-wide promotional programs — peer in function and structure to Oregon Wine Board.
• California Wine Institute: The largest U.S. state wine industry trade and promotional body representing California producers on research, marketing, and policy — directly comparable in mission and structure to Oregon Wine Board, but at much larger scale.
• Washington State Wine Commission: State wine commission funded by assessments that promotes Washington wine globally through marketing, research, and wine tourism — directly comparable quasi-governmental promotional model to Oregon Wine Board.
• Sonoma County Vintners: Regional wine trade and marketing organization for Sonoma County's wineries — operates tasting room directories, tourism promotion, and consumer education programs analogous to Oregon Wine Board's regional work.
• New York Wine & Grape Foundation: New York state industry promotion organization supporting wineries and grape growers through marketing, research, and education programs — analogous state-commission structure to Oregon Wine Board.
• Visit Napa Valley (Napa Valley Tourism Improvement District): Tourism marketing organization promoting Napa Valley as a destination including wine country — closely analogous tourism promotion function to Oregon Wine Board's wine tourism mission.

Broad incumbents

• Wine Australia: National statutory body promoting Australian wine globally through marketing, research, and export support — analogous mission at country level rather than state level, providing a scale benchmark for state commissions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/OregonWineBoard
• Facebookfacebook.com/oregonwineboard
• Instagraminstagram.com/oregonwineboard

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oregon Wine Board