The Oregon Wine Board has announced Oregon Vine Perks, which is active between May 1 and July 1. This new stateside loyalty program has been launched during Oregon [Inside] Wine Month. The Oregon Wine Month has been changed to the Oregon [Inside] Wine Month due to COVID-19 and stay-at-home orders. Oregon Wine Perks is also a partner with Vinbound Marketing, which also created Winery Hunt Club.
The program will allow anyone that spends $250 or more on Oregon wine between May 1, 2020, and July 1, 2020, the ability to upload their receipt as proof of purchase and receive and receive an Oregon Vine Perks pass in the mail. The pass gives customers the options of two-for-one tastings, discounts, and VIP perks at participating wineries. These passes are good to use through April 30, 2021.
“This program is three-fold–it works to inspire sales of Oregon wine immediately when winemakers need it, it rewards people who consume Oregon wine, and it spurs on visitation once tasting rooms reopen, which we are all looking very much forward to,” said program architect and OWB Manager Christina DeArment in an Oregon Wine Board press release.
The Oregon Wine Board also plans to make a donation in the name of Oregon Wine Perks to the Oregon Food Bank. Participation in this program is available to any Oregon winery at no cost as a program offered by the Oregon Wine Board.
According to Nielsen data, for the weeks of March 14, 21, and 28, when stay-at-home orders started, Oregon wine retail sales were up by 52 percent. Sales for the week of March 21 were also up 77 percent, which was the second-highest selling week behind only Christmas week.
According to the press release, “This program seeks to provide an extra layer of incentives on top of promotions wineries are already running, as well as bring new consumers to tasting rooms so they may deepen their interest in Oregon wine. Oregon winery tasting rooms have been closed for on-premise tasting and consumption since March 23 with Governor Kate Brown’s “Stay Home, Save Lives” Executive Order to slow the spread of COVID-19.”
The state of Oregon has 793 wineries according to the press release, and the state’s leading variety, Pinot Noir, accounts for 56 percent of the acreage and 58 percent of 2018 wine grape production.