The more I read about the Washington Wine Industry, the more I see a discrepancy between what I read and what I see day to day in this industry.

Fiction: Washington Wines are a tough sell on a national level

Fact: There are companies selling Washington wines leading sales categories in far distant markets like Florida, New York, Ohio, and Texas with Washington State Cabernet Sauvignon, Red Blend, Rosé, and Sauvignon Blanc.

Fiction: Washington State Wine doesn’t have a varietal identity.

Fact: Sauvignon Blanc and Cabernet Sauvignon are strong identity categories now and in the future in Washington State.

Washington State Sauvignon Blanc priced between $15-$25/bottle may be one of the hottest buys in the marketplace right now. Washington State can produce a variety of styles of Sauvignon Blanc from grassy and fresh to tropical and show stopping.

Washington State Cabernet continues to be a darling of fast growing companies selling boxed wine brands, bottled brands, as well as far reaching, high volume wine clubs. Horse Heaven Hills Cabernet Sauvignon already has a national distribution presence. Red Mountain and Walla Walla check boxes for boutique AVAs garnering international critical recognition, and garner steady sales at high price points.

Fiction: Prospects for Washington wines will come from within the state

Fact: The fastest moving brands on Washington wines are all out of state companies

Companies experiencing high double digit growth or more on Washington wines in large volumes are all based out of the state. The numbers are skewed somewhat by these brands being mostly nascent, but the size of the volumes of case sales that these companies have grown into in a short span of time indicate the growth potential is real.

One fact about Washington wine hasn’t changed. The wines coming from Washington State offer incredible value and space to grow into markets with pricing trajectories that confirm sustainable and buildable values.