Oregon

Pinot Noir Lovers! Steve Lutz of Oregon Wine’s Lenne’ Estate sells his iconic vineyard

Steve Lutz of Oregon Wine’s Lenne’ Estate sells his iconic vineyard as he eyes: what’s next in wine career.

  • Steve Lutz, vigneron and founder sells his iconic estate after 22 years
  • Peavine soils certified worst in Yamhill County, proved to yield distinctive Pinot Noirs
  • Lutz is said to be setting up next phase of his idiosyncratic wine career
  • Purchasers Jory, LLC will release next stage brand name and concept for the estate

Lutz’s wine career spans 4 decades and includes hospitality management for part of the Mondavi Wines Group in Napa Valley among other Napa brands and heading up hospitality at Chateau Benoit (now Anne Amie) in Carlton, Oregon culminating in the discovery of his unique 20.9 acre estate vineyard.

Lenné is French influenced wordplay of Lenny, Steve’s father-in-law

The brand name Lenné’ was derived as a French influenced wordplay of Lenny, Steve’s father-in-law who reportedly was a chicken farmer in a suburb of London.

Having achieved cult wine status for over 20 years

Lenné’ produces only estate wines, with annual production ranging from 1,600 – 2,000 cases, most of which is allocated to local wine club and out of state wine enthusiasts. Having achieved what is essentially cult status over 20 years as a craft producer

Lutz quips:

“…Most people think that wine is a lifestyle business,

it most assuredly isn’t, although, of course,

we do enjoy some perks!”

When queried about what’s next, Steve offers “Lenné’s unique programs and experiences will exist in new formats for years to come, although you’ll have to get on our mailing and membership lists to take advantage of what’s coming up next.”

you’ll have to get on […] mailing and membership lists to take advantage of what’s coming up next

The Lenne’ tasting room closes at the end of 2022.

Steve Lutz of Oregon Wine's Lenne' Estate sells his iconic vineyard

Steve Lutz of Oregon Wine’s Lenne’ Estate sells his iconic vineyard

Jory, LLC had been searching for a bespoke Pinot producing site and were delighted when approached by Steve.

Jory intend to further develop the existing property with a new brand name, marketing concepts, and larger facilities. Co-owner Eugene Labunsky has admitted to being thrilled to finally acquire a property he has had his eye on for years.

Lenné’ Estate

Lenne’ Estate grows death-defying Pinot Noir vineyards on steep slopes in the Yamhill-Carlton AVA. Steve Lutz planted his first vines in 2001, expanding the vineyard property to 20.9 acres. The estate is planted with five clones of Pinot Noir (Pommard, 777, 115, 114, and 667), and most recently Chardonnay.

Jory, LLC

Jory, LLC is a partnership between grower and wine enthusiast Eugene Labunsky and Jared Etzel, winemaker and co-founder of Domaine Roy, and son of Mike Etzel of Beaux Frere fame. The partnership was formed with the intent to grow a portfolio of fine wine brands produced from singular estates of Willamette Valley Pinot Noir and Chardonnay.

Additional information will be released in the upcoming months.

Wine-Lovers are Discovering the Flavors of Oregon’s Boutique Bells Up Winery

Wine-Lovers are Discovering the Flavors of Oregon’s Boutique Bells Up Winery

Why You should make Boutique Bells Up Winery part of Your Oregon Trip!

Bells Up Winery – Accessibility and Experience are worth its weight in wine!

Dave and Sara Specter, owners of Bells Up Winery in Newberg, are proving that a tiny winery (they describe it as “micro-boutique” and “un-Domaine”) can make a lasting impression on visitors who want that special “Oregon Experience”.


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How does Bells Up Winery do it?

One phone call, one email, and one pour at a time.

Sara sums it up nicely.

“We were out-of-state visitors ourselves in 2008, and this type of one-on-one owner/winemaker-hosted wine experience was what we loved best, but you hardly see it anymore.”

Their strategy and business plan—producing a scant 600 cases per year across nine wines, and only offering winemaker-hosted private tastings limited exclusively to one group at a time—may sound a bit retro, but it is an intentional throwback to simpler times… when communication and commerce were way more personal and intimate, and far less digital.


Related: Williamette Valley’s Bells Up Winery is Oregon’s answer to music in the bottle


What’s the Bells Up Winery Method

Bells Up Winery is one of the few that do not embrace online sales, online reservations, and SMS text marketing.

Dave and Sara have proved that old school relationship-based wine sales can not only work, but their customers also find it refreshing.

The only way to buy their wine is directly from the winery, either in person or by phone call. Once they’ve gotten to know you and your wine preferences, repeat orders can be made by phone or email.

If you are uncertain about a selection, they can either reference your tasting with them or discuss your preferences, then describe the available wines directly to you.

Only accepting tasting reservations by phone also allows them to advise their guests about what to expect in advance, which sets expectations for an exceptional experience. After all, reservations for this $50/person winemaker-hosted tasting are special and limited to a maximum party size of six.


Related:  From world-class food and wine, to history, hospitality, nature adventures, UFO’s and more, this Tourism ‘Secret’ is about to explode.


This ensures that Dave and Sara can make the personal connections that create happy visitors that talk about their experience and ambassadors of them and their Oregon travels.

Their managed and controlled growth plan of increasing production only as a wine consistently sells out allows them to stay small, intimate, and personal. They insist that winery production will cap at 1,000 cases, which will allow them to continue their focus on surprising and delighting their visitors.

How does Bells Up Winery do it?

To learn more, visit www.bellsupwinery.com, then phone them at 503-537-1328 to arrange your own Bells Up wine tasting as part of your next Oregon Travel Experience!

Contributed by:

Carl Giavanti Consulting carl@carlgiavanticonsulting.com 971.221.4212

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