Grant Will Fund Market Study to Help Winery Association Draw More Wine Consumers to Southern Oregon

Fiasco Winery's Tasting Room Entrance

Southern Oregon Winery Association (SOWA) was one of 23 recipients in Oregon and the only agriculture producer group in the state to receive a USDA Value-­‐Added Producer Grant (VAPG) last month. SOWA received the full planning grant request amount of $22,500 and will match these funds with cash and in-­kind contributions to conduct a feasibility study and business and marketing plans to increase the number of jobs and overall revenue of winemakers and winery owners in southern Oregon.

Chris Martin (left) with wine maker, Herb Quady

“This research study and the business and marketing plans are the first steps of a two-­part initiative to boost southern Oregon’s wine economy,” said SOWA President, Chris Martin. “Once we’ve laid the foundation with these important business tools, we will apply for a working capital grant that – if funded – will allow us to launch an extensive, regional marketing campaign to draw more wine
consumers to southern Oregon.”

Well-­known wine marketing consultant Christian Miller of Full Glass Research will conduct the feasibility study. Miller, who was also responsible for the Oregon Wine Board’s economic impact study last year, will address important marketing issues such as:

  • What is the current market awareness and image of southern Oregon wines?
  • What are the most promising methods for improving them in order to gain market share?
  • Which varieties are most promising to promote for southern Oregon, taking into account supply, competition, quality and market trends?
  • How can southern Oregon distinguish itself from Willamette Valley, while still leveraging the positive image and trends for Oregon wine generally?
  • What are the most promising target markets, in terms of either types of consumers, types of accounts or geography?

The feasibility study will serve as the market analysis section of SOWA’s business plan and provide a platform to develop an effective marketing plan. SOWA will submit all three documents to the USDA at the end of the year to request a working capital grant of up to $300,000 that would allow the association to execute the proposed marketing activities on behalf of its members.

About the Southern Oregon Winery Association:
Made up of more than 60 wineries, the Southern Oregon Winery Association (SOWA) promotes southern Oregon wineries and the southern Oregon wine region as a premier wine destination. Visit www.sorwa.org to learn more.

SOWA is in partnership with the Rogue Valley Wine Growers Association (RVWA) and the Jacksonville Oregon Business Association (JOBA) in bringing the Southern Oregon World of Wine Festival to Jacksonville August 22-25 this year – Click on the Ad here to get limited-time, special discount pricing through the Jacksonville Chamber of Commerce!