Enjoy Pinot Noir and Help Grow the Oregon Wine IndustryCan we change America's wine palate from little Oregon? That question, posed by Willamette Valley Vineyards founder and President Jim Bernau as part of the Dean's Distinguished Lecture Series, will determine growth of the wine industry in Oregon. In his presentation "Heard It through the Grapevine - The Dirt on Growing the Oregon Wine Industry" he said that growth is dependent upon the younger generation trying pinot noir.
 |
| Jim Bernau, founder of Willamette Valley Vineyards, speaks as part of the Dean's Distinguished Lecture Series. |
"Unless we try to change America's wine palate, we may enter a period of time when the Oregon wine industry may not grow," said Bernau.
Half the grapes grown in Oregon are of the pinot noir variety, yet less than one percent of the varietal wines consumed nationally are pinot noir. Chardonnay, the grape varietal that claims a fifth of the wines consumed, is now having many of its vines pulled out in Oregon. With Oregon banking on pinot noir, its success is critical.
According to Bernau, the best vineyards of France grow on the soil Oregon has in abundance. "Our vines collect the same solar radiation as France and our growing days and season are long," said Bernau. "The Willamette Valley is one of the greatest agricultural valleys in the world. The volcanic slopes are our advantage," he said.
And winemakers from around the world have noticed. Over the past 25 years, Oregon pinot noir wines have stunned the world winning awards worldwide. Now, even though the Oregon wine industry is young, international pinot noir vintners come to McMinnville annually to learn from Oregon winemakers.
To continue the awareness of Oregon's pinot noir prowess, and hoping to build its customer base with new and younger constituents, Bernau shared with the packed auditorium of college students, faculty and community members footage of the wine being featured in Sideways, the West Wing and Friends.
In addition, Bernau discussed the finances and capital formation involved in starting and running Willamette Valley Vineyards, the first successful self-underwritten publicly owned company.
"The SEC had to write new rules," said Bernau. "At the time, it took us over three years to figure it all out, but we are now on the NASDAQ and doing well."
Bernau also shared a word of advice to would-be entrepreneurs like himself.
"Answering to no one is not something you'll ever achieve," said Bernau. "You will answer to everyone!" And for Bernau, he hopes to answer with Oregon pinot noir and help grow the Oregon wine industry.
| 
