Oregon Wine Leaders Urge Industry to Embrace Innovation Amid Declining Demand

At the Oregon Wine Symposium held in Portland on February 3 and 4, industry leaders addressed a crowd of more than 1,200 grape growers, winemakers, and business professionals. The event opened with the Beatles’ “Revolution,” setting the tone for a discussion focused on change and innovation in the face of new challenges.

Herb Quady, president of Quady North Winery and Barrel 42 Custom Crush Winery in Southern Oregon’s Applegate Valley, told attendees that the industry must rethink its approach as it faces declining demand and growing health concerns about alcohol. Quady said that innovation should go beyond introducing new grape varieties. He suggested wineries consider fruit-flavored wines and alternative packaging options, such as reusable bottles and boxed wines. According to Quady, Oregon’s reputation for quality and sustainability gives producers room to experiment with new products. “You can expand your reach by creating something new and different as long as you do it well,” he said.

Eugenia Keegan, senior vice president of Oregon winegrowing and business development at Jackson Family Wines, agreed that the industry needs to adapt but drew a line at non-alcoholic wines, citing concerns about quality. Both Keegan and Quady said they see potential in low-alcohol wines, which are gaining popularity among consumers looking for lighter options. Keegan noted that while Jackson Family Wines will continue to focus on its core offerings—Pinot noir, Chardonnay, and Cabernet sauvignon—these traditional wines are not always favored by younger generations.

Gary Mortensen, president of Stoller Wine Group in Dayton, Oregon, encouraged wineries to disrupt their own business models. He recommended reviewing tasting fees and increasing marketing budgets to better connect with customers. Mortensen emphasized the importance of understanding a winery’s identity before launching new promotions or products. “If you’re not sure who you are, it’s harder to tell your authentic story,” he said.

Mortensen also called for a unified national response from the wine industry to address public health concerns about alcohol consumption. He urged Oregon wineries to work together to increase their market share against California producers rather than competing with each other within the state.

Keegan highlighted the importance of building strong relationships with both customers and industry peers. She said that while these connections take time to develop, they are essential for long-term success.

Despite the challenges facing the Oregon wine industry—including shifting consumer preferences and increased scrutiny over alcohol’s health effects—the panelists expressed optimism about the future. The annual symposium, organized by the Oregon Wine Board and Oregon Winegrowers Association, continues to serve as a platform for collaboration and forward-thinking strategies among wine professionals across the state.