Oregon’s ‘Rocks District’ is newest viticulture area
The Rocks District of Milton-Freewater in Eastern Oregon will be the newest American Viticulture Area, or AVA, a designation that provides a marketing edge to vineyards in the area and wine makers who use grapes from there.
The designation covers the alluvial fan of the Walla Walla River and refers to dark basalt cobblestones that pocket the area and to the Oregon town of Milton-Freewater, part of which lies within the AVA. The stony soil is well-drained, which forces vines to root deep for water. Rocks exposed on the surface absorb heat, which promotes early season growth and late-season ripening. Despite being part of the Walla Walla Valley, the AVA is entirely within Oregon and will be the state’s 18th. The area is known for producing high-quality Syrah wine but has seen recent plantings of Cabernet, another red wine grape.
Nineteen producers have vineyards within the Rocks District boundaries, which covers about 3,770 acres, only 250 acres of which is in commercial vineyard production.
The distinction will allow wineries, including those in Washington state that use a high percentage grapes from there, to put the AVA information on their labels, said Duane Wollmuh, executive director of the Walla Walla Valley Wine Alliance.
Washington’s wine industry and the Oregon Wine Board backed the AVA designation. The Pacific Northwest has become internationally known for producing fine wines, most notably the signature Pinot noir of Oregon’s Willamette Valley, and AVA information is significant to discerning consumers.
The combination of high-quality and consumer demand has paid off for both states. A January report said Oregon’s wine industry produces an estimated $3.35 billion economic impact, counting crop values and direct and related sales, jobs, services and products. A 2012 report estimated the Washington wine industry has an $8.6 billion annual economic impact.
The federal Alcohol and Tobacco Tax and Trade Bureau, a division of the U.S. Treasury Department, proposed the AVA at the request of eight growers in the region, headed by Steve Robertson of Delmas/SJR Vineyard. A 60-day comment period is required before the AVA can be approved. Kevin R. Pogue, a geology professor at Whitman College in Walla Walla, submitted the petition to the ATTB.