Club Meeting: State of Wine with Speaker Mark Wisnovsky of Valley View Winery

This week, Medford Rogue Rotary welcomed Mark Wisnovsky of Valley View Winery for a timely look at the State of Wine and the changing landscape facing wineries and grape growers in Southern Oregon.

There is plenty for the Rogue Valley to celebrate. Our region continues to earn national attention for the quality of its wines, including recent recognition from USA TODAY highlighting the Rogue Valley among the best wine regions in the country.

But behind the accolades, the wine industry is navigating some very real challenges.

Wine consumption is declining worldwide as consumer habits change, wellness trends grow, and younger generations rethink their relationship with alcohol. The COVID era added another twist. Early stockpiling and increased purchasing contributed to higher production, followed by declining demand and an oversupply that the industry is still working through.

For local growers, that imbalance has consequences. Mark estimated that roughly 30% of Rogue Valley wine grapes may not be harvested this year as producers scale back production.

Like most agriculture, wine is no stranger to cycles of good years and difficult ones. Growers and wineries must contend not only with changing markets, but also with water availability, temperature, wildfire and other environmental factors. Local producers are responding by adjusting production and exploring opportunities in broader national and global markets.

Mark also shared an important caution about how we talk about wildfire in Southern Oregon. Widely sharing fire maps without context can unintentionally hurt tourism and local businesses. Someone outside our region may see a fire somewhere in Oregon or Southern Oregon and assume the entire Rogue Valley is affected. Accurate, specific information matters, especially in an industry closely tied to tourism.

Despite the challenges, wine continues to be about much more than what is in the glass. It brings people together around meals and conversation, supports agriculture and local jobs, and is an important part of the Rogue Valley’s identity and economy.

One of the easiest ways we can help is also one of the most enjoyable: support local.

Choose Rogue Valley and American-made wines when you can. Ask restaurants whether they carry local wines and let them know it matters to you. Leave positive reviews when you have a great experience. Recommend a favorite winery to visiting friends and family.

Those small choices add up.

Thank you to Mark for giving us a thoughtful look at both the challenges facing the wine industry and the opportunities ahead. The Rogue Valley produces some exceptional wines, and keeping that industry strong is something our whole community can raise a glass to. 🍷