Wine consumers in the US are mainly driven towards Oregon wines because of their handcrafted qualities, according to a research conducted by Linfield College in partnership with Oregon Wine Board and the Willamette Valley Wineries Association.The research, carried out by Linfield College professor Sharon Wagner, considered perceptions of over 1,000 consumers and over 300 wine distributors and buyers about the Oregon wines.
Wagner said, "Findings showed that U.S. consumers view Oregon wines as having a handcrafted appeal, and even envision small family farms."
The participants rated Oregon wines high for their taste and were willing to pay more for high quality. Frequent Oregon wine events such as the International Pinot Noir Celebration held at Linfield also influenced the participants' decision.
When compared with California wines, Oregon wines were found to offer better value for price. However, the study also revealed that California wines were readily available on store shelves but Oregon wines were hard to locate.
Oregon Wine Board communications director Charles Humble said, "The study is a testament to the distinctive character of Oregon wines and their exceptional breadth and depth."
