Oregon wine just claimed a major national spotlight. In a standout moment for the Willamette Valley, and for Pinot Noir lovers everywhere, Willamette Valley Vineyards has been named Best Tasting Room in the United States and Best Wine Club in the United States by USA TODAY 10Best editors and readers.
Out of more than 11,600 wineries nationwide, this dual win places Willamette Valley Vineyards at the very top of American wine hospitality. It’s a first-time victory for the winery and a powerful signal that Oregon wine, once the underdog to California and Washington, is no longer flying under the radar.
For wine lovers who care as much about experience as what’s in the glass, this recognition lands exactly where it should.
Why USA TODAY 10Best Matters in the Wine World
The USA TODAY 10Best Readers’ Choice Awards are among the most competitive accolades in travel, food, and wine. Nominations are first curated by an expert panel of wine and travel writers, then narrowed by editors before being opened to public voting—one vote per category, per day.
With nearly five million daily readers, the platform represents a broad and discerning audience. In 2023, only one Oregon winery even cracked the top ten, with California and Washington dominating the list. This year, Willamette Valley Vineyards didn’t just place—it won.
That doesn’t happen without serious loyalty.
A Community-Funded Winery With Superfans to Match
Founded in 1983, Willamette Valley Vineyards has always done things differently. It is the only publicly traded winery in Oregon, supported by a deeply engaged base of 26,000 shareholder owners and 10,000 wine club members—a built-in community that showed up in force when voting opened.
“There’s no one like us anywhere in the world,” said Jim Bernau, Founder and CEO.
“It’s Willamette’s devoted members, customers and visitors who are fanatical about our tasting rooms and wine club, and they put us on the podium.”
Relatable moment: imagine loving your winery so much that voting every day for a month feels less like a chore and more like bragging rights.
Best Tasting Room: Hospitality Done the Oregon Way
The winery’s flagship Estate Tasting Room in the Salem Hills is the heart of the experience—and the reason so many visitors become lifelong fans. Sweeping vineyard views, polished yet warm service, and thoughtfully paced tastings make it feel elevated without ever tipping into pretension.
Food pairings curated by Executive Winery Chef DJ MacIntyre anchor the experience, reinforcing that this is about more than sipping—it’s about lingering, sharing, and enjoying the moment.
Willamette now operates 10 tasting rooms and winery restaurants across Oregon and Washington, including locations in Lake Oswego, Vancouver (WA), Happy Valley, and Bend, each designed to replicate that same high-touch, flavor-forward experience.
Best Wine Club: Built for Real Wine Drinkers
Winning Best Wine Club isn’t about flashy perks—it’s about consistency, access, and feeling valued. Willamette’s wine club offers five distinct membership tiers, making it approachable for casual drinkers and collectors alike.
At the ownership level, members holding 300+ shares unlock additional benefits, from discounted tastings to personalized touches like printed business cards—small details that reinforce a sense of belonging.
Chief Operating Officer Libby Spencer shared how the winery mobilized sustainably during voting season, using recycled postcards with QR codes during Owners Weekend so guests could vote quickly and easily.
Smart. Efficient. On brand.
More Than a Winery: A Full Destination Experience
Willamette Valley Vineyards isn’t just a stop—it’s a stay. Guests can camp or glamp among the vines through Into the Woods, choosing RV sites, Airstreams, or guest suites nestled near the estate tasting room.
From vineyard tours to curated dining to overnight experiences, the winery has built a hospitality ecosystem that rivals destinations far better funded—and often far less personal.
As Bernau put it:
“We’ve heard from fans in Europe, South America, and Australia who travel the world for wine and tell us ours is the best wine experience they’ve ever had—wine, food, tours, view, everything.”
Sense of humor moment: when international wine travelers casually tell you you’re their favorite stop worldwide, you’re doing something right.
Willamette’s Wine Club has five different levels by subscription. Finally, anyone can book a tasting at the Willamette Valley tasting rooms by simply booking a reservation here.
Mini FAQ (SEO-Friendly)
Q: Where is Willamette Valley Vineyards located?
A: The flagship estate is in the Salem Hills of Oregon’s Willamette Valley, with tasting rooms across Oregon and Washington.
Q: Why did Willamette Valley Vineyards win USA TODAY 10Best?
A: The winery was voted Best Tasting Room and Best Wine Club by readers after being nominated by wine and travel experts.
Q: Can anyone visit without being a member?
A: Yes. Tastings are open to the public with reservations available online.
Treating hospitality as an art form
In a country crowded with wineries chasing attention, Willamette Valley Vineyards earned it the old-fashioned way: by building community, delivering consistent excellence, and treating hospitality as an art form. Being named Best Tasting Room and Best Wine Club by USA TODAY 10Best isn’t just a win for the winery—it’s a win for Oregon wine as a whole.
If you’ve been waiting for a reason to plan a Willamette Valley trip, this is it.
Learn more or book your visit at www.wvv.com.
