AUCTION 2026 ASSETS & RESOURCES
TIMELINE
GRAPHICS
TRADE
CONSUMERS
The Willamette Valley Wine Auction is a two-day celebration of fantastic wines and the community of people who have put the Willamette Valley on the world stage.
Our guests are invited to experience Whimsy & Wonder at the tenth annual auction on May 13 and 14, 2026.
WEDNESDAY, MAY 13 - ABBEY ROAD FARM
TRADE & COLLECTORS EVENT + ONLINE AUCTION. You’re invited to a magical afternoon celebration of the lush Willamette Valley. Immerse yourself in a whimsical Willamette Valley atmosphere featuring 70 specially-made lots from the exquisite 2024 vintage. Delight in delectable foraged bites from local chefs, meander through a top-tier tasting with live music, and embark on a dynamic educational seminar delivered by industry visionaries. Place online bids to secure a Willamette Valley treasure for your collection.
The online auction is open from May 8 through May 15, with more than 30 lots available for online bidding. The remaining lots are sold at the trade-only live auction on Thursday, May 14.
THURSDAY, MAY 14 - DOMAINE SERENE
TRADE-ONLY LIVE IN-PERSON AUCTION. For invited members of the wine trade and their guests, this is your exclusive live auction of some of the region's most sought-after wines in small lots of just five cases. These wines are signed by the winemakers and hand-numbered bottles 1-60; they’re tantalizingly rare. Sip exquisite vintages with fellow leaders in the wine trade and mingle with the Willamette Valley’s elite winemakers. Enjoy an intimate lunch at Domaine Serene’s sumptuous clubhouse, and ready your paddles for competitive live bidding on this curated selection of one-of-a-kind lots.
COUNTDOWN TO AUCTION SUCCESS
COUNTDOWN TO SUCCESS
Here are some steps for participating wineries to identify and invite great accounts and customers.
-
IDENTIFY your best prospective trade and/or consumer bidders.
Winery Commitments
Day One - three to five registered bidders, trade and/or consumers, online or in-person
You have three Whimsy tickets to offer to in-person bidders. Guest tickets sold separately.
Opening bid = $3,000 for 5 cases or $600 per case
Day Two - two new registered trade bidders, attending in person
You have two two-day Whimsy + Wonder tickets to offer to in-person trade bidders. Guest tickets sold separately.
Opening bid = $6,000
How to identify the best bidders
Collectors: run a report of the top 50 buyers from your POS. Extend a personal invitation to them to visit the valley and make a week of it!
Trade: who are your best national accounts? Ideal auction bidders have Pinot-loving clients who are excited to get collectible and unique wines. Think of fine retailers and clubs who can bid on behalf of their customers.
Build out “Auction Week” for your invitees
Experiences - what other Oregonian adventures can your guests enjoy on their visit? Coast, mountain, gorge, golf, etc.
Winery visits - lunch, barrel tasting, intimate or collaborative experiences with the people who make the Willamette Valley special.
Dinner - wineries are encouraged to host their attendees for dinner on Tuesday evening before the auction festivities begin on Wednesday.
Oregon Wine Month! May is full of fun springtime activities celebrating Oregon wine.
-
Contact your invitees now with the digital invitations provided to get commitments and start planning trips.
View the schedule of events here.
-
Registration is open at willamettewines.auction/guest.
-
Printed invitations mail - February
Social media campaign - February
-
Auction Events - May 13 & 14
2026 AUCTION LOGOS
TRADE ASSETS
SAVE THE DATE!
CONSUMER COMMUNICATIONS
IMPORTANT INFORMATION FOR CONSUMER INVITATIONS
Please extend in-person consumer invitations only to your top buyers.
Your guest tickets are limited and should be offered only to collectors who are most likely to submit competitive bids for your lot. Please offer event access to your top customers as a highly exclusive opportunity.
Anyone can bid online! Register here.
