Overview of wvwa legislative Initiatives

December 12, 2018

View the WVWA’s PR statement on this issue.

View a detailed overview of these initiatives.

View a detailed synopsis of the three legislative concepts discussed below.

In support of our mission to promote, enhance and protect the prestige of Willamette Valley Appellation and our wines, the Willamette Valley Wineries Association (WVWA) is advocating to strengthen our wine labeling and content standards. Alternatives for these new requirements have been reviewed at three Town Hall meetings and several wine industry meetings, as well as with many small groups and individual wineries. Feedback received from those various forums, in addition to numerous emails, has guided the development and refinement of the wine labeling and content concepts.

The initial objective of the initiatives was to “protect the character” of Willamette Valley Pinot noir and Chardonnay. WVWA members have suggested that the objective should be expanded to include all—or most—Willamette Valley wine varieties. As things have evolved, our objective now encompasses the promotion of creativity and distinction through transparent labeling, while building trust with a new generation of wine consumers through authenticity.

An overview of WVWA’s enhanced wine labeling and content initiatives can be reviewed here. The overview provides an update on the current status and next steps. It also includes a summary of the current version of the three concepts: 1) Conjunctive Labeling, 2) Exclusive Grape Sourcing, and 3) Grape Variety Content. A more detailed synopsis of the three concepts can be accessed here via PDF.

WVWA’s wine labeling and content concepts will continue to be refined with feedback from WVWA membership and the entire Oregon wine industry.

In particular, a questionnaire on the structure of the Grape Variety Content initiative is available via this Survey Monkey link.

Please complete your company’s questionnaire and please do not hesitate to submit any comments and/or questions regarding the current proposed legislative concepts to townhall@willamettewines.com.

The WVWA has begun discussion with leaders in the Oregon Legislature and the Oregon Liquor Control Commission (OLCC) to review the proposed initiatives and to receive guidance on the process of refining and implementing the new standards. We anticipate that refinements to the WVWA initiatives will continue in the 2019 Legislative Session and a subsequent OLCC administrative rulemaking. The goal is to establish enhanced standards that are founded with Oregon legislative statutes and implemented through OLCC regulations.

How do I provide feedback or get involved?
You are encouraged to submit comments and questions regarding these initiatives to townhall@willamettewines.com.


Watch the video of the first Town Hall meeting on July 30, 2018 at the Chehalem Cultural Center, below.


0:01 Scott Neal introduces himself, the presenters, and the board members present
2:40 Scott Neal introduces the Ad Hoc committee’s preliminary activities, the development of these legislative initiatives, and a potential schedule for moving forward
9:30 Ken Wright presents rationale for these statutes
24:10 David Adelsheim presents an overview of general proposed conjunctive labeling requirements 
30:32 David Adelsheim discusses conjunctive labeling compliance, monitoring, and enforcement
32:30 David Adelsheim presents an overview of proposed exclusive fruit sourcing requirements
36:35 David Adelsheim discusses grandfathering in exclusive fruit sourcing enforcement
37:48 David Adelsheim discusses exclusive fruit sourcing compliance, monitoring, and enforcement
41:50 Mike McNally opens the floor to Q&A

Special thanks to videographer Kathryn Lucchesi for filming this event.