During the last 12 years of brokering bulk wine and wine grapes out of Washington and Oregon, Oregon and Willamette Valley Pinot Noir have been stalwart categories that only increased in demand and pricing over time. The challenge was more around getting hands on inventory to sell, with many lots being committed to before samples were received. The worm has, at least temporarily, turned.
In 2024 the kinetics that appear to be affecting the global world of wine finally landed in Oregon. Demand has been soft on Willamette Valley and Oregon Pinot Noir and Pinot Gris since March. Willamette Valley Chardonnay, which is a global darling critically, rarely moves the needle on the bulk wine market. There are a couple of strong figures locally in the Willamette Valley that are fortunately consuming most of the planted acreage of Willamette Valley Chardonnay, which represents a slim single digit percentage of the planted acreage.
There is more bulk wine being over vintaged in the Oregon/Willamette Valley Pinot Noir categories (likely in excess of 300,000 gallons) for the first time in our experience. This volume represents a small amount of wine in the domestic bulk wine market where inventories of Cabernet in California and Washington are in the millions or tens of millions of gallons. This inventory could be consumed by a handful of brands that see a minor sale resurgence in the coming months. October, November, December sales (referred to industrially as OND) will have a significant impact on the short term fate of the bulk Pinot Noir market in Oregon.
Many tons are being left on the vines this year, especially in production vineyards. Overall production numbers could be 20-30% below last year’s totals. Production producers along with brands in lower priced categories have put the brakes on grape purchases this year in an attempt to correct the market for a softer landing in 2025.
Pinot Gris demand remains decent, concurrent with the domestic sales strength of white wines, generally. Sauvignon Blanc is underplanted in this region based on demand. Chenin Blanc also has niche demand that could be expanded upon throughout Willamette Valley and Oregon at large.
Northeastern Oregon is a potential sleeping giant for production acreage in Pinot Gris, Pinot Noir, and Sauvignon Blanc. This area lacks the inherent fire and water risks presented by SW Oregon, and investment in planted acreage appears to be growing the fastest in this area. The potential to hang a robust crop, ripen it, and mitigate the risks of rain/milldew pressure make the Arlington-Echo-Milton-Freewater corridor along Highway 84 in NE Oregon a future agricultural darling for wine grapes.
Forward thinking companies are capitalizing on the investment opportunities represented in the pricing and volume opportunities represented in this current bulk wine market that haven’t been seen in at least a decade. When the market turns, the pricing and availability will be remembered fondly by buyers.