May is Oregon Wine Month and marks a time to spotlight the extraordinary wines coming out of the Willamette Valley––one of the most dynamic wine regions in North America and home to world-class Pinot Noir. At the heart of this spotlight are two standout producers: Appassionata Estate and J. Christopher Wines. From the meticulously aged wines of Appassionata, to the terroir-focused, single-vineyard expressions of J. Christopher, each wine reflects a deep commitment to craftsmanship, time, and the distinct character of Oregon’s landscape.
Key Selling Points – Appassionata Estate
Appassionata Estate Winery and Vineyard in Oregon’s Willamette Valley
Founded by renowned German winemaker Erni Loosen of Dr. Loosen fame, Appassionata Estate is nestled in the Chehalem Mountains AVA, just 19 miles from downtown Portland. This unique site produces Pinot Noir, Riesling, and Chardonnay that vividly express their origins, with the depth, structure, and complexity to evolve beautifully over time. True to Erni’s philosophy of patience, the wines are cellared until they reach peak maturity––some released more than a decade after the vintage. Each vineyard block is harvested and vinified separately, allowing the distinct character of site and vintage to shine through in the final blend, resulting in wines of remarkable dimension, balance, and age-worthiness.
Recommended Wines for Oregon Wine Month
2013 Appassionata Fortissimo Pinot Noir
The pinnacle of age-worthiness in Willamette Valley Pinot Noir, Fortissimo is the intense and dramatic expression of site, vintage, and time. READ MORE.
2019 Appassionata Allegro Pinot Noir
This cuvée is a selection of barrels that show a precocious liveliness and expressivity that will drink well as a youthful wine, but it is built for aging. READ MORE.
2018 Appassionata Riesling GG
A savory, full-bodied dry Riesling from old vines, using the historical German method of extended lees contact. READ MORE.
Key Selling Points – J. Christopher Wines
Erni Loosen Checks on the Vines in the Appassionata Estate Vineyard
J. Christopher is a terroir-driven label also owned by Erni Loosen and is produced at the Appassionata Estate winery. The brand is anchored in Pinot Noir, with refined expressions of Chardonnay and Sauvignon Blanc that complete its cool-climate line-up. Crafted in small lots using fruit from some of the Willamette Valley’s finest sustainably managed vineyards, J. Christopher wines reflect a thoughtful, patient winemaking philosophy. Each bottle captures the clarity, tension, and elegance of Oregon’s terroir while honoring the Old World finesse that defines Erni’s winemaking legacy in Germany.
Recommended Wines for Oregon Wine Month
2019 J. Christopher Basalte Pinot Noir
A finely structured, sustainably grown Pinot Noir that reflects the rocky basalt subsoils of the Northern Willamette Valley. READ MORE.
2020 J. Christopher Volcanique Special Selection Pinot Noir
A special-selection Pinot Noir that beautifully displays the depth and elegance of the Dundee Hills appellation. READ MORE.
2021 J. Christopher Cuvée Lunatique Chardonnay
Made with no new oak and no malolactic fermentation, this insanely tasty Chardonnay is bright, pure, and vibrant. READ MORE.
Turning Terroir Into Sales
Make the most of Oregon Wine Month. We’ve pulled together key talking points, positioning strategies, and practical tips to help you sell smarter and pour with purpose––whether you’re pitching to a sommelier, training your staff, or building a seasonal feature.
Terroir-Driven Wines Built to Tell a Story, and Built to Sell.
Lead with the Story
Leverage Erni Loosen’s unique approach to Oregon winemaking: a blend of Old World mastery and New World terroir. This narrative instantly adds credibility and intrigue for both sommeliers and retail staff.
Use the “Delayed Release” Talking Point
Appassionata’s limited-production, cellared-before-release wines are a game changer for customers used to young Pinot Noirs. Position the Appassionata Pinots as ready-to-drink wines without the wait.
Provide AVA Education
Help accounts distinguish the Chehalem Mountains structure from the Dundee Hills elegance and the immense diversity of Oregon wine. A new Oregon AVA video is on the way to elevate your pitch – stay tuned for more details!
More than Pinot Noir
Highlight the Appassionata Riesling GG during staff trainings and sales pitches to spotlight Oregon’s versatility beyond Pinot Noir.
Understanding the Oregon AVAs Behind the Wines
View of the Willamette Valley from the Appassionata Estate Vineyard
AVAs, or American Viticultural Areas, are officially recognized winegrowing regions where soil, climate, and character shift dramatically from one hillside to the next. There are 23 established AVAs in Oregon, but three are the most important to Appassionata and J. Christopher: the Willamette Valley, the Chehalem Mountains, and the Dundee Hills AVAs.
Willamette Valley AVA
- Oregon’s largest and most recognized wine region, known for its cool, maritime climate and Burgundian varietals.
- Defined by long growing seasons, volcanic and sedimentary soils, and significant diurnal shifts.
Chehalem Mountains AVA
- Home to Appassionata Estate, where the J. Christopher Wines are also produced.
- Features a mic of volcanic, marine, sedimentary, and airborne loess soils, producing structured, mineral-driven wines.
- While there is no single character of wines from this diverse AVA, the basalt soils that are predominant in the Appassionata Estate Vineyard tend to produce well-structured, mineral-focused, brighter-fruited Pinot Noirs.
Dundee Hills AVA
- Famous for its red volcanic Jory soils that produce Pinot Noirs with elegance, red fruit purity, and silky tannins.
- Sheltered by the Coast Range, the region enjoys a drier, more temperate growing season. Most rain falls outside of the growing season, providing steady, warm summers that are ideal for ripening Pinot Noir.
Whether you’re curating an Oregon-focused wine list, educating your team, or looking for high-impact selections to feature this spring, these wines deliver the kind of craftsmanship and character that set Oregon apart.
With Appassionata and J. Christopher, you’re not just offering exceptional bottles–you’re sharing stories of place, precision, and patience. As Oregon Wine Month continues, now is the perfect time to lean into these distinct offerings, backed by educational tools, trade resources, and wines your customers will remember.
