Pour It Forward

Liviri Vino makes its Oregon Wine Symposium debut

Whether you’re making, selling or marketing it, the annual Oregon Wine Symposium offers attendees an in-depth look at all facets of the bustling Northwest wine sphere. And believe us, there’s plenty to pore over.

According to the latest report from Sovos ShipCompliant and Wine Vines Analytics, direct to consumer (DtC) shipments from Oregon wineries remain on a hot streak. One that now stretches eight consecutive years — increasing 393% in value, from $43 million to $212 million since 2011.

“No other region tracked in this report has benefited from such a dramatic increase in attention from American wine drinkers,” the study notes. “We expect the growth in Oregon direct shipments to continue to outpace the overall channel in the short term.”

Oregon’s definitive, widely popular Pinot Noirs continue to fuel that momentum, but shifts in the status quo are astir, which puts a high value on focusing long-term.

Looking ahead, experts point to a wine buying plateau looming on the horizon. This leveling is in large part a story of changing demographics. Wine loving “boomers” are moving beyond their peak buying years, and they’re being unseated by the next in line: craft beer-thirsty Gen Zers and Red Bull guzzling Millennials. To transform today’s challenges into tomorrow’s opportunities, wineries must be ready to adapt to meet the demands of this nuanced and shifting consumer landscape.

“Now, you will not only need to continue to make great wine and incessantly evolve your sales channels, but you will also need to run your business as efficiently as possible so your margins are better than your peers’,” notes Silicon Valley Bank’s illuminating State of the US Winery Industry 2020 report. “In a low-growth environment, there are likely to be winners and losers, and you want to be on the correct side of that ledger.”

But how? We’re glad you asked. These questions and more will be front and center at the annual symposium. And if you’re in Portland for the February 11–12 event, be sure to stop by booth #222 for some lively conversations on timely topics and relevant solutions with the Liviri team.

WHAT: Oregon Wine Symposium

WHEN: February 11–12, 2020

WHERE: Oregon Convention Center — Portland, OR. Liviri booth: #222

PRESENTATION:  Join Liviri Business Development Director Andrew Norton in the Tradeshow Theater on Feb. 11 (2:15 p.m. – 2:45 p.m.) for a fresh look at the future of winery sustainability                                   

Follow Liviri Vino to California’s Napa Valley and see thermally protective, sustainable wine shipping containers in action, here.