The area’s diverse varieties of grapes and outdoor activities draw many wine lovers, the publication says

By Jim Flint for Ashland.news

Second place doesn’t usually grab headlines, but when it’s a national ranking of the country’s top wine regions, runner-up tastes pretty sweet.

The Rogue Valley has poured itself into the No. 2 spot on USA Today’s “10Best” list, earning high praise from wine lovers and experts alike for its bold flavors, stunning scenery and rising reputation.

It is the first time the region has broken into the top 10 in the history of the newspaper’s Readers’ Choice polls. It is especially significant in that the Rogue Valley rose above world-renowned wine regions in California, Washington, Oregon and beyond.

Katharine Cato, director of Travel Ashland, called the recognition exciting, pointing to earlier praise from Wine Enthusiast, Forbes and other publications.

“These awards demonstrate the investment and quality of local winemakers’ craftmanship,” she said.

Cato highlighted the area’s complete package — its diverse wineries, restaurants that highlight local vintners, a vibrant theater and music scene, and abundant outdoor recreation — all of which help set it apart from other destinations.

Stronger together

Local vintners’ collaboration with other entities has been an integral part of creating more visibility.

“They’ve partnered with destination marketing organizations like Travel Ashland, Travel Medford, and others to amplify the message about their award-winning wines,” Cato said.

Carole Skeeters-Stevens, chief marketing officer of Travel Medford, agrees.

“The Rogue Valley’s appeal goes beyond what’s in the glass,” she said. “Our location is one of our greatest strengths, offering a unique blend of benefits.”

She described the Southern Oregon wine region as uncrowded and approachable, with a relaxed pace and an intimate wine country experience that stands in contrast to other regions.

“Visitors aren’t just coming for wine — they’re drawn to our outdoor adventures, from rafting and hiking to biking and scenic drives,” she said. “Pair that with arts and culture events and you have a destination that satisfies all the senses.”

The collaboration to which Cato and Skeeters-Stevens refer has transformed an ecosystem of competing narratives to a more unified message.

“An investment in digital storytelling, public relations and targeted marketing campaigns has grown across the board,” Skeeters-Stevens added.

Resilience through adversity

Like many industries, wineries were hit hard by the challenges of the 2020 pandemic — but confronting those obstacles ultimately made them more resilient and adaptive. Wineries expanded their email lists, sharpened their digital marketing strategies, teamed up on promotions and stepped up their social media game.

In a 2021 interview for a story on how wineries were coping post-pandemic, DANCIN Vineyards’ Dan Marca expressed confidence — and even a touch of prescience — about the industry’s future.

“Despite all the craziness, I’m optimistic about the future of Southern Oregon, especially Rogue Valley wine country,” he said.

He pointed to the continuing improvement of grape-growing practices and winemaking as positive developments.

“On the marketing side, we’ve increased visibility, momentum and excitement for this region as a wine destination,” Marca said at the time.

Today, four years later, many Rogue Valley wineries see the USA Today ranking as proof that those efforts have paid off.

Al Silbowitz, who co-owns Grizzly Peak Winery with his wife Virginia, said he believes the publicity will boost wine tourism in the region.

“We’re still rebuilding from the COVID-19 disaster,” he said, “but our visitor counts are starting to recover. We’re seeing more visitors and interest now from Seattle to San Francisco.”

Silbowitz said the Rogue Valley has long flown under the radar as a hidden gem in American winemaking.

“Other regions have bragged about their varied microclimates and suitability for different varietals,” he said. “But the Rogue Valley has gained real recognition for the breadth and quality of its offerings, winning top awards — often besting wines from more established wine destinations. And we’re easy to get to.”

Rooted in history

Silbowitz said the Rogue Valley is no newcomer to winemaking.

“Our history goes back more than 100 years, but it’s only now coming into its own,” he said.

He said the influx of new talent will elevate the region, increasing both its visibility and reputation in the global wine community.

“Right now, the cost of vineyard land and essential services here is still well below what you’d pay in places like Napa or Bordeaux,” he said. “That will change — but for now, it’s attracting people who know the wine business best.”

In his view, fresh talent brings fresh momentum — and that’s exactly what will help put the Rogue Valley firmly on the map.

Daniel Dawson of Ashland is a wine enthusiast who teaches wine classes at OLLI and enjoys global food and wine travel with his wife, Leslie. He said two things set the Rogue Valley apart from other wine regions.

“The Rogue Valley wine scene is less formal, less expensive to visit and generally more accessible,” he said. “At a Rogue Valley winery, it may be the owner or winemaker pouring in the tasting room, creating great opportunities for conversation and insight.”

The second distinction, he said, is the region’s climate and soil, which support a wide range of grape varieties.

“From Rhône grapes to tempranillo and albariño, to Pinot Noir on north-facing slopes, we can grow so many things here,” he said.

Dawson also believes curiosity plays a role in the region’s rising profile.

“I think people are always interested in the next new place,” he said. “The growing popularity of the Walla Walla Valley and greater Paso Robles area are other great examples. The success and high profile of the Willamette Valley has also contributed to more awareness for Southern Oregon.” 

A versatile player

USA Today described the Rogue Valley wine region as a “versatile player” in the North American wine scene.

“Its diverse microclimates and varying elevation allow for the cultivation of a wide range of grape varieties. This diversity results in the production of distinct wines,” USA Today said. “Fans love to visit this part of the Pacific Northwest, where outdoor activities add to the appeal of the wine region.”

The annual awards are determined through public voting from a list of 20 wine regions selected by a panel of wine experts.

With hundreds of wine-producing regions across the country, the panel selects its top picks based on the quality and variety of wineries and vineyards in each area, as well as the climates and terroirs that shape distinctive flavors. Readers then vote to determine the winners.

As the region continues to grow in both reputation and visitor interest, the future looks bright for area wineries. With its rising acclaim and deep-rooted passion, the Rogue Valley is poised to become a lasting favorite in the world of wine.

Freelance writer Jim Flint is a retired newspaper publisher and editor. Email him at [email protected].