At the Oregon Wine Symposium, held in Portland on February 3 and 4, industry leaders addressed a crowd of more than 1,200 winemakers, winemakers and industry professionals. The event opened with The Beatles’ “Revolution,” which set 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 needs to rethink its approach in the face of declining demand and growing health concerns about alcohol. Quady said innovation should go beyond the introduction of 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 manufacturers 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 viticulture and business development for Jackson Family Wines, agreed the industry needs to adapt, but placed a limit on non-alcoholic wines, citing quality concerns. 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 the Stoller Wine Group in Dayton, Oregon, encouraged wineries to shake up their business models. He recommended reviewing tasting fees and increasing marketing budgets to better connect with customers. Mortensen stressed 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 issues related to alcohol consumption. He urged Oregon wineries to work together to increase their market share over California producers, rather than compete with each other within the state.
Keegan emphasized the importance of building strong relationships with both clients and industry peers. He said these bonds take time to develop, but are essential for long-term success.
Despite the challenges facing Oregon’s wine industry — including changing consumer preferences and increased scrutiny of alcohol’s health effects — panelists expressed optimism about the future. The annual symposium, hosted by the Oregon Wine Board and the Oregon Winegrowers Association, continues to be a platform for collaboration and forward-thinking strategies for wine professionals across the state.
date: 2026-02-10 21:14:00
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