One Barrel Challenge Launches Tomorrow, May 1, Representing a Collective Dream to Break Down Barriers in the Wine Industry

Rooted in unity and empowerment, seven wineries join forces in unique collaboration, donating proceeds to making Oregon’s wine industry more accessible and inclusive

 

Who: Seven like-minded wineries have joined forces to launch the One Barrel Challenge, a collective dream of making Oregon’s wine industry more accessible and inclusive, regardless of color, class or creed. 

 

What: Rooted in unity, collaboration and empowerment, each participant in the One Barrel Challenge has donated the equivalent of one barrel of wine (300 bottles) to the cause, with 100 percent of proceeds devoted to access and education in breaking down barriers in the wine industry.

 

In 2021, funds raised from wine sales will benefit the Maurice Lucas Foundation, which honors late Trail Blazer and community pillar Maurice Lucas’ legacy in the Portland metro-area through its commitment to providing educational opportunities for marginalized communities. 

 

In the future, the One Barrel Challenge seeks to evolve, creating hands-on educational opportunities and scholarships supporting a diverse and representative wine landscape for future generations.

 

Where: Starting at 9 a.m. tomorrow, May 1, One Barrel Challenge wines will be available for purchase through each participating winery, each of which will set its own purchase limits based on availability.

 

Wine: With the goal of ensuring everyone who dreams of engaging with the Oregon wine industry is given an opportunity, each of the seven wineries, which range from 50-year-old heritage brands to new labels, share in their commitment to confront racism, injustice and the broken systems limiting underrepresented communities. The founding class of the One Barrel Challenge includes: 

 

Portland Gear will also be selling limited edition One Barrel Challenge merchandise, including t-shirts and dad hats, which will sell for $28 and $25 respectively. As with the wines, proceeds from merchandise sales will benefit the Maurice Lucas Foundation.

 

Quotes:

  • David Lucas: “Together, the Maurice Lucas Foundation and One Barrel Challenge seek to create greater access to educational opportunities for young people throughout Oregon. With one of the world’s most celebrated wine regions, the Willamette Valley, right in their backyard, many of these young people may have never previously considered a career in the wine industry.”

  • Channing Frye: “Like much of the country, there are extreme racial disparities in the wine industry. As we together commemorate Oregon Wine Month this May, my partners in the One Barrel Challenge and I seek to leverage this moment - and this movement - to incite change and increase diversity amongst those seeking careers in our beloved craft, and our commonality in giving back is wine.”

  • CJ McCollum: “Since announcing my own label a year ago, I’ve learned more and more about the lack of representation in the wine industry. In launching the One Barrel Challenge, I look forward to actively increasing awareness and witnessing the change we can create through this program, ensuring wine is more approachable for everyone, particularly those who may not see people who look like them leading the profession.”

 

Assets:

 

Community Partners:
 

 

PR Contact: Katie Schoen, katie@lawrence-pr.com, 503.866.7639

 

About the Maurice Lucas Foundation:

The Maurice Lucas Foundation was founded in honor of Maurice Lucas and his legacy of service to the Portland community. Fans knew Lucas as The Enforcer—a five-time NBA All-Star, the original power forward and former NBA champion Portland Trail Blazer and assistant coach. Portlanders remember Maurice for his character as much as his athletic achievements. He was passionate about giving back to his community and he lived that every day. He treated each person he met with respect. He was an active contributor to charitable organizations, and he volunteered countless hours to coaching and mentoring youth. The foundation stands as a continuation of Maurice’s dedication to empower Portland’s youth with opportunities for positive developmental growth through sport. For more information, visit: ml20.org

 

About the One Barrel Challenge:

Launching in May of 2021, the One Barrel Challenge is a collective dream of seven like-minded wineries to make Oregon’s wine industry more accessible and inclusive, regardless of color, class or creed. Rooted in unity, collaboration and empowerment, each participant in the One Barrel Challenge has donated the equivalent of one barrel of wine (25 cases) to the cause, with 100 percent of proceeds devoted to breaking down barriers of entry in the wine industry for people of color. The founding class of the One Barrel Challenge includes: Channing Frye’s Chosen Family Wine and CJ McCollum’s McCollum Heritage 91, as well as L’Angolo Estate, Adelsheim Vineyard, Granville Wine Co., Hazelfern Cellars and Division Winemaking Company. For more information, visit: onebarrelchallenge.com.