WINE
B Y L A N C E S PA R K S
RUNNING RACES FOR WINE
Playful new ways of bringing wine consciousness to the masses
hen I first began to write about Oregon wine 20-some
years ago (in millennia of wine, hardly a flash), there
were only a couple hands-full of labels to track. Now
we have more than 400, increasing almost daily. And the
wines are often very good. This poses many challenges,
not only for wine writers but particularly for the wineries themselves
— their owners, their staff, retailers, et al.
Competition has become quite fierce, requiring innovative, creative
responses to stir the market pot. Options abound for wineries: improve
labels and/or packaging, improve distribution, sharpen marketing
and brand recognition, remodel tasting rooms, bring in food trucks,
improve picnicking facilities and so on.
First, make ever-better wines, no easy task, especially in the face
of rapid climate changes, increasing sophistication in winemaking,
expansion of global markets and a hundred other such variables. Of
course, use of the internet and social media in marketing have radically
altered the sales game. One obvious strategy: Encourage visits to
tasting sites.
Games: There’s an idea. Everybody likes games, right? Even
supermarkets ‘n’ fast-food joints use games to engage customers. Who
doesn’t like the chance to win free stuff ‘n’ moolah?
So: a wine game, a bingo, in partnership, say, with a travel business — a game that
could promote travel to local wineries where punters could taste the wares (maybe buy
some?) and get their bingo cards stamped, building toward the Big Prize …
Travel Lane County and participating wineries (and others) thus concocted Pinot Bingo,
a yearlong game that formally launches May 4 to open Oregon Wine Month. Rules are
simple and “play” is not exactly onerous. Anyone who wants to play can visit any wine
site (21 wineries, plus “pairings”— some breweries, restaurants, retailers) in the South
Willamette Valley, pick up a bingo card (including map and “How to Play”), get a number
stamped (e.g., G3/Pfeiffer, G8/LaVelle), start filling in rows and columns and such, until
W
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EVENTS
AN AFRICAN-AMERICAN MUSIC HERITAGE
SHOWCASE: In Celebration of African-
American Gospel Music, A Musical Journey,
presented by Inspirational Sounds, a
non-profit Gospel Choir with the Lane
County NAACP. Sunday May 1st, 3pm,
Soreng Theater in the Hult Center. Some
featured artists: John Gainer and the
Portland/Vancouver GMWA choir, praise
dancer, Shekela Fortson, Stone Cold Jazz,
African dancers Habib and friends, God In
Charge, a Portland children's group,
Montrell Goss, Stanley Coleman as Bayard
Rustin, early civil rights activist. Emceed by
Eric Richardson, pres. of the Lane NAACP. Tix
at Hult Center box office. This program paid
for in part by a grant from Lane County Arts
Council of Eugene, cultural services divi-
sion.
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submit a cover letter and resume to office@
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ADDITIONAL LINES: $4
MOST POTENT SPIRITUAL MOMENT
OF THE YEAR ON OUR PLANET:
Lost & Found
BINGO! Winner!
There are three ways to win: “flight,” in which you complete a
row, horizontal, vertical, diagonal (you know how bingo is played);
“bottle,” in which you complete three rows (15 visits), take your prize,
keep your card, play on to next level; and “fill cellar,” in which you
complete the whole card, get entered for the grand prize (drawing
May 2017). Brochure sez: “Bring your completed card to the Eugene,
Cascades, & Coast Adventure Center in Springfield” (Gateway,
neighboring Michaels and Best Buy) to collect prizes (plus advice on
further adventuring).
Realistically, there can’t be losers in this process. Players can start,
say, with the urban wineries, then roll out to the beautiful rural wine
country (especially Territorial Highway), sample terrific wines —
some, like Pfeiffer, never available in stores, some just released. Fill
in cards with stamps at virtually every stop (no purchases necessary).
Enjoy the journey, and the play.
Some wineries are trying other strategies. For instance, this
month the new owners of Domaine Meriwether (G9), Lorrie and Eric
Normann, announced they will change the brand’s name to Valhalla
Winery, “with a nod towards their Norwegian heritage, Valhalla is
the ‘grand hall’ in heaven where life was celebrated with food and
wine.” Note, if you Googled “Valhalla,” nobody has to die in battle to enter this Valhalla.
Wassailing is encouraged, but with their very good wines, as is safe driving home.
Visit, taste, meet friendly people and win prizes. The biggest prize, however, might be
the experience itself, the chance to discover your own preferences in styles and flavors,
plus the chance to confirm a simple truth — some of the best wines in the world are being
made here, in our own neighborhood.
In the words of an old adage, “In vino veritas” — loosely translated, “In wine there’s
truth.” And truth is fine, isn’t it? But free stuff doesn’t hurt.
We wish all our vintners — and our readers — the very best, at their work or at play. ■
Jeff W. Ryder
DC, LAc, Certifi ed Rolfer™
Rolfi ng ® Structural Integration
Chiropractic • Cranial & Visceral
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eugeneweekly.com • A pril 21, 2016
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