The Rogue Valley: An Authentic Alternative to Napa and the Willamette Valley

So often when we think of wine country on the West Coast, we think of Napa Valley in California and the Willamette Valley of Oregon. Likely in the same breath, someone will comment about the expense or exclusivity of these regions (“Last time I was there, my tasting cost $100!” or “Did you know that you have to make reservations there nowadays?”). These regions have certainly earned and cultivated an exclusive feel, but is that what wine is all about?

When I first fell in love with wine, it was in my own local wine country of the Sierra Foothills, where you can still find tastings for $15 and you’re welcomed when you walk in on a whim. That’s why when I had my first Rogue Valley wine tasting, I felt right at home.

Oregon has several winegrowing regions: the Willamette Valley, the Columbia Gorge, Walla Walla, the Umpqua Valley, and the Rogue Valley. Both the Columbia Gorge and Walla Walla straddle the Washington-Oregon border, while the other three are entirely within the state of Oregon. The Rogue has the benefit of a warmer, sunnier climate compared to the Willamette Valley, which allows it to grow a wide selection of grape varieties. The dramatic mountain landscape, wide range of altitudes, and meandering rivers also create myriad microclimates.

While the Willamette Valley has made its name in world-class Pinot Noir and Chardonnay, the Rogue Valley successfully grows over 70 varieties, representing grapes from across France, Spain, Italy, and Germany, all within about an hour’s drive. This diversity makes the Rogue Valley one of the best wine tasting regions in Oregon for wine lovers who want to try a little bit of everything, all in one place. They haven’t done a great job keeping this a secret: the Rogue Valley was recently named #2 Best Wine Region by USA Today’s People’s Choice Awards.

So, is Southern Oregon wine country worth visiting? Absolutely! Part of what makes the Rogue Valley such a unique area is that it’s home to many indie winemakers and microproduction wineries, so it’s not uncommon for the person pouring your tasting to be the owner or winemaker. You can visit most Southern Oregon wineries without a reservation and discover a new favorite Tempranillo, Syrah, Viognier, Malbec, or Chardonnay—I could go on!

Between the vineyards, you’ll find flower farms, farm stands, and rolling hills of lavender. The region is remarkably biodiverse and temperate, making it ideal for growing many crops. Local restaurants take full advantage of this bounty, featuring seasonal menus inspired by what’s being harvested that week. If you’ve been looking for your next agritourism destination, look no further than the Rogue Valley.

When I got my first tasting room job in the Rogue Valley, I was surprised by the question I got asked every day: “What varieties is Southern Oregon known for?” It inevitably led to a long discussion about our diverse area, defined by rolling mountains and winding rivers. It led me to encourage people not to think of this region in such a limiting way. Instead of asking, “What are you known for?” let’s instead ask, “Is there anything you can’t grow?!”

Peter Britt, who’s credited with making the first grape wine in Oregon, experimented with over 200 different grape varieties in Jacksonville in the mid- to late-1800s, including Cabernet Sauvignon, Riesling, Malbec, Sauvignon Blanc, and Pinot Noir, all of which are still cultivated in the Rogue Valley today. Now, the region grows over 70 different varieties, including Syrah, Tempranillo, Grenache, Viognier, and Chardonnay, just to name a few. This doesn’t mean that one plot of land could grow all of these varieties; rather, the diverse topography, climate, and geology mean that you can find the perfect site for almost any grape.

One example is Crooked Barn in the Applegate Valley, pictured to the left. Their vineyard is planted on a steep, south-facing slope, giving the grapes full sun exposure throughout the day, without neighboring vines blocking their light. On this special piece of property, they’re able to ripen Bordeaux varieties like Cabernet Sauvignon and Merlot, which notoriously need a lot of warmth to ripen. The grapes we often think of as Napa classics are not out of reach for the Rogue Valley, perfect for lovers of full-bodied red wines.

Another example is Irvine & Roberts in Ashland, pictured right. Their vineyard sits at 2,100 feet elevation on an east-facing slope, meaning the grapes get the morning sun and experience cool, windy afternoons with drastic day-night temperature shifts. This makes their site perfectly situated for Pinot Noir and Chardonnay, proof that the Willamette Valley isn’t the only place in Oregon making world-class Pinot!

But is the Rogue Valley the Napa of Oregon? It’s a hard comparison to draw. While the Rogue Valley is experiencing much of the same collaborative, innovative spirit that Napa Valley saw in the 1970s, it’s still a small, rural area. With only dozens (not hundreds) of wineries in Southern Oregon, and thousands (not tens of thousands) of acres of grapes, each Rogue Valley wine is that much more precious and unique. Even the largest producers make fewer than 10,000 cases, so if you find a new wine to love, stock up, because it won’t be around forever.

Many estates are family-run, with tasting rooms set up in old dairies (Plaisance Ranch) or even on the owners’ patios (The Punch House). You can also find the beautiful chateaus with serious culinary programs (DANCIN and Kriselle). You could say the Rogue Valley feels like Napa’s past, before the crowds, before the expense, and before the exclusivity. The Rogue Valley is Oregon’s wine country alternative for the explorer seeking authentic, delicious wines and meaningful connections.

So when you start planning your next West Coast wine country adventure, look beyond the Willamette Valley and Napa. If you want to shake the winemaker’s hand, meet the family farmers, and touch the vines, the Rogue Valley is the place for you.

And Latitude Wine Tours can curate that personal, authentic experience for you! Whether you’re looking for a private wine tour, small-group wine tasting tours, or a customized itinerary of the best wineries in Oregon, we can make it happen. You can learn more by calling or sending us a message—or book directly through our website. Let us curate your perfect day exploring the wineries in Southern Oregon and discovering why the Rogue Valley is one of the most exciting Oregon wine tours you’ll ever take.

The Latitude Wine Tours Story

I wanted to take some time to jot down the Latitude story. Because, since I am the owner, driver, and educator extraordinaire, the Latitude story is really my story, and I am nothing if not a storyteller. So, if you’ll indulge me, we’re going to start at the beginning.

I grew up in California wine country. We’re not talking Napa or Sonoma. We’re talking Lodi, Amador County, Fiddletown—if you know, you know. I call this wine country “cowboy wine country”, where the most common answer to the question, “Why did you decide to plant these types of grapes?” is “Because that’s what we like to drink.” Excellent. No notes. Zinfandel. Barbera. Petite Sirah. Incredible stuff.

When I was about 19 (notably, before I turned 21), my mom said, “Faith, we know that you’ve been drinking.” Uh oh, I’m in such big trouble! “Well if you’re going to be drinking, you may as well be drinking good wine.” Uh, hell yeah! So my parents instilled in me early on that the pinnacle of enjoying an adult beverage is drinking delicious local wine. Smart folks.

Well a few years later, I graduated with my degree in Engineering from Harvey Mudd College (again, if you know, you know). While in school, I absolutely thrived as a campus tour guide (foreshadowing!), and I always joked that once I’d had my illustrious career in corporate engineering, I could retire and pour wine in a “cowboy wine country” tasting room. Around this time I started dating my now-husband Donovan, and he was living up in Southern Oregon while I was in Southern California. We would date long distance for three years. And about that three year mark, I had had enough of the flights, the weeks and months without seeing him. It was time for this short-lived city girl to move to the Rogue Valley.

And while I was looking for engineering jobs in the area, I was getting very demoralized. I was applying to jobs like “Lumber Logistics Specialist” and “Freight Operations Manager” and all these very reputable, respectable, and important jobs that just sounded. So. Boring. And then I stumbled on a job posting at one of our local wineries. And I asked Donovan, “What do you think about me applying for jobs in the wine industry?” And he, being the most amazing man on the face of the planet, said, “That’s the best idea I’ve ever heard.”

My first job in Rogue Valley wine country was as the tasting room manager at Troon Vineyard. If you haven’t been, please add it to your must-visit list. It’s a stunning estate with incredible wines and just such nice staff. And at Troon I learned that wine, other than being delicious, is also a beverage of sharing. There’s a reason it comes in a big bottle rather than single serve cans; wine is meant to be shared.

My next wine job was (and still is) as the wine director at Partake in Grants Pass. International wine was entirely new to me, and through this role I’ve learned that wine is a beverage of discovery and exploration.

About a year ago I started my third job in the wine industry, as the program director for Rogue Valley Vintners, our local winemakers’ association. In this role, it’s my job to market our local wine region, engage with locals and tourists alike to get them out into our beautiful wine country. And this job taught me that wine is a beverage of community and connection.

If anyone is keeping track, you’re doing the math and you’re thinking, “Wait, so Faith has two jobs in addition to her business?” Yes, I do, because I want to live and breathe wine, and I cannot be stopped. You can see where this is going.

So on a beautiful April day in 2024, I was out sitting on my porch, sipping a delicious local pét-nat, with my heart and soul, Islay the cat, sun-bathing in her harness. I was thinking about all of this: wine as a beverage of sharing, discovery, exploration, connection, and community. And I was thinking, How can I be part of sharing our local wine country with folks who want to discover, explore, and connect? And that’s how Latitude Wine Tours was born.

And that’s why Latitude isn’t just a driving service. I have personal connections with each winery I include on my tours, and I engage with and learn about each group ahead of time in order to curate a tour that speaks specifically to them and their interests. If we’re going to connect with our local wine country, the wine tour can’t be one-size-fits all.

I never expected to make my career in wine, let alone be a small business owner, but each step in this journey has felt as natural as breathing. I’m sure a lot of you can understand that feeling. And that’s what Latitude is all about.

Thank you for taking the time to read my story. I hope your find yourself sipping a delicious wine in a beautiful place very, very soon.

Tastes & Tunes: A Wine Tour + Concert Experience in the Rogue Valley

Lush valley vineyards, clinking glasses, a sunset concert — welcome to the ultimate summer wine and music experience. This August, Latitude Tours is teaming up with Crash & C-Mac Productions to bring you an unforgettable day of discovery, flavor, and sound.

Why let the magic of wine tasting tours in wine country end with your three-winery tour? With our Tastes & Tunes experience, you’ll cap off an already incredible day with a live concert at one of the southern Oregon wineries most scenic venues. Think curated wine tastings, local flavors, golden hour views, and then — just when you think the day can’t get better — an unforgettable evening of music under the stars.

How It Started: A Night at Cowhorn Vineyard & Garden

I was lucky enough to attend one of Crash & C-Mac’s concerts earlier this summer — and let me tell you, the whole event was an evening to remember. I pulled up to Cowhorn on that warm June night not quite knowing what to expect — just that a good band, a beautiful venue, and a glass of something delicious were waiting.

And it delivered. The music, the setting, the people — it felt like a celebration of everything I love about this valley. I left thinking: What a way to end a winery tour day. My Latitude guests need to experience this as part of our Rogue Valley wine tours.

What’s Next: “The Women Wild” Concert – August 3rd at Schmidt Family Vineyards

Our next Tastes & Tunes collaboration is Sunday, August 3rd, and it’s going to be a showstopper:
The Women Wild concert at Schmidt Family Vineyards, featuring an incredible lineup of women-fronted acts.

Concert Line-up:
🎤 Haley Johnsen – Soulful vocals and powerhouse performance
🎸 Jackie Straw – Psychedelic country straight from Nashville
🎻 Nightmare Cookie – Bluegrass grooves; local opener!

If that doesn’t sound like an absolute blast, I don’t know what does!

What the Day Looks Like

Here’s what your full-day Tastes & Tunes experience will include:

🕛 12:00 PM – Pick-up + tour begins
🍷 Visit 3 wineries in Southern Oregon (Want to sneak in a flower farm, creamery, or local perry tasting room? Just ask!)
🍽️ 6:00 PM - Arrive at the concert for dinner and settling in with more wine!
🎶 7:00 PM – The Women Wild concert begins
🚐 10:00 PM – Return drop-off, with full hearts and tired dancing feet

Designed by Locals, For Lovers of Meaningful Experiences

This experience was dreamed up by locals who value connection, craft, and community. It’s more than a luxury wine tour, more than a concert — it’s a day that feeds your senses and your spirit.

We can only accommodate one private group per concert date, so if you’re curious, excited, or just craving something special, now’s the time to book. If this tour date doesn’t work with your schedule, sign up for our newsletter, follow us on Instagram or Facebook, and stay tuned! More concert dates will be announced later this summer.

The Rogue Valley is one of the most unique agritourism destinations in the state, and events like this bring its magic to life. From the vineyards and wineries to the music and people, this valley has it all. If you’ve been looking for unforgettable Oregon wine tours, this is the one to experience.

Introducing: The Latitude Wine Social

Our same curated Oregon wine tour experience, but for the solo explorer!

You’ve asked, and we’re delivering: the winery tour for the solo traveler! We’ve heard from many of you who want to join a tour without having a full group… now you can.

Some of us are the only wine drinkers in our friend group. Some of us are new to the area and want to explore what the region has to offer. Some of us are just social butterflies with a love of wine! Here at Latitude Tours, we’re all about making wine country fun for all—even if we’re friends with a bunch of beer drinkers (no judgment!).

With The Latitude Wine Social, you still get the curated, boutique experience of our private tours, but with a group of new friends you just haven’t met yet. It’s like summer camp when we were kids—except with way more wine.

These groups are still intimate, just like our private Southern Oregon wine tours. Tours will include 4–7 wine lovers, with Faith as your dedicated guide. With these small groups, we can still tailor the experience to match the interests of each unique wine lover joining the adventure. It’s the same quality wine education, attention to detail, and genuine connections—just shared with new friends!

Upcoming Dates & Pick-Up Locations

• August 10 – Grants Pass

• August 17 – Medford

• August 24 – Ashland

Sample Itinerary

• 11AM–12PM: Pick up at your destination of choice in Grants Pass, Medford, or Ashland (based on date)

• 12PM: First winery

• 2PM: Second winery

• 4PM: Third winery

• 5:30–6:30PM: Drop off at your destination of choice

You can join The Latitude Wine Social in your area by visiting this link or clicking “Book Now” on our website:

• $125 per person (includes transportation and tasting flights)

• Food, wine purchases, and souvenirs not included

Seating is limited to just 7 guests per date, so don’t wait—secure your spot today! At Latitude, we take wine seriously—without the snobbery. We believe wine is a beverage of connecting, sharing, and storytelling. Come share in the story with us!

In the unlikely event that we do not book four or more participants, we will cancel the tour and refund your purchase in full. Thank you for your understanding.

Why Join a Latitude Wine Social?

Whether you’re looking for wine tasting tours, a chance to meet new friends, or simply a different way to enjoy the best southern Oregon wineries, the Latitude Wine Social is for you. It’s designed for solo explorers, couples, or small groups who want the feel of a luxury wine tour without needing to book privately.

The Rogue Valley is one of Oregon’s most unique agritourism destinations, with outstanding vineyards, artisan producers, and unforgettable scenery. By joining a Wine Social, you’ll discover why the wineries in Southern Oregon and the Rogue Valley wine tours we offer are becoming a must-do for travelers and locals alike.

The American Wine Girl in Rogue Valley Wine Country

I had the absolute pleasure of hosting creator Carolyn Covington and her husband on their first trip to the Rogue Valley. Their itinerary included Dwell Wines, Troon Vineyard, Crooked Barn Cellars, and Quady North. Visiting these four tasting rooms showed off producers big and small, ranging from practicing organic to biodynamic, featuring varieties including Roussanne, Mourvèdre, Syrah, Pinot Noir, Cabernet Sauvignon, Malbec—the list goes on and on!

Visit her blog post for her travel recommendations—including booking your tour with Latitude!