Oregon Wine Reputation Study

This study investigated the regional reputation of Oregon wines. While there is substantial research available on reputation and wine for regions such as California, France, and Australia, there is limited research on regional reputation as it relates to Oregon wine. This study also sought to understand what features associated with Oregon wine prompt a purchase. Nineteen interviews were conducted with a cross-section of winery founders, owners, managers and winemakers from the four Oregon growing regions. These interviews revealed five key features, or factors, believed to influence Oregon’s regional reputation. An online survey was conducted to compare the perception of consumers and trade professionals (distributors, retailers, restaurateurs, restaurant managers, and sommeliers) with those of the winery owners, makers, managers, etc. A mixed-method approach was used. After a review of the literature and archival information in the areas of corporate and industry reputation, wine business, and the history of the Oregon wine industry, narrative interviews were conducted with winery experts. Two survey instruments were created and administered based on the information gathered in the interviews. All five key factors of Oregon regional reputation identified in the interviews were also identified by consumers and trade professionals as associated with Oregon wine. Additionally, consumers and trade professionals identified value for price, uniqueness, and quirkiness/independence as being associated with Oregon wine. Familiarity with wine region and label impact a purchaser’s decision; consumers are willing to spend more on a bottle of Oregon wine based on the region, AVA and sub-AVA. The more first-hand experience a purchaser had with Oregon wine, the amount of wine purchased on a regular basis increased