CJ & Elise McCollum Are Building a Long-Game Wine Project in the Willamette Valley
A conversation about hospitality, honest learning curves, and why modern drinkers want receipts – on farming, sourcing, and values.
I love a wine story that starts with simple curiosity over blind ambition. CJ McCollum – for NBA basketball fans, yes, that CJ McCollum – and his wife, Elise, didn’t come to wine as industry lifers. They also weren’t pursuing that stereotypical portfolio diversification that so many successful people who end up in wine seem prone to: make it big, buy a vineyard, start a second career. Instead, they came to it the way a lot of regular people do – one bottle at a time, asking questions, learning what they like, and, slowly but surely, falling in love with the idea that the land behind the label can be just as interesting as what’s in the glass.
For them, that curiosity was born during CJ’s years in Portland, when Willamette Valley wines became woven into the fabric of their lives through shared dinners, wine-soaked celebrations, and those fun wine double takes (“what is this?”) that tend to send you down a rabbit hole of discovery. McCollum Heritage 91 grew out of one of these rabbit holes and, while CJ’s name might be a noteworthy detail that draws the initial attention, the project itself is aiming for something far less flashy and far more grounded: a long-game Oregon winery built around stewardship, transparency, and the firm belief that “approachable” doesn’t have to mean simple.
After tasting some of their wines and falling in love with the portfolio myself, I caught up with the McCollums to talk about what it looks like to build a real wine business in public, all while learning as you go. In our Q&A, they are candid about partnerships and sourcing, and always thinking carefully about hospitality, noting who gets to feel comfortable in wine spaces. They also speak directly to the values that many younger consumers increasingly want from the brands they support: clarity about where their wine comes from, how the land is treated, and what kind of legacy is being built for the next generation – starting with their own kids, already at home among the vines.
The Vintner Project: For readers meeting you for the first time: what’s the short version of who you are, what McCollum Heritage 91 is, and why you chose Oregon ?
CJ McCollum: On paper, our day jobs are professional basketball and dentistry, but our shared passion is in winegrowing, land management, and community building. Alongside my wife Elise, I co-founded McCollum Heritage 91 in 2020 as a passion project rooted in family, curiosity, and legacy.
Our wine journey began in college with a single bottle of Merlot that was gifted by Elise’s parents. That spark took full form when I was drafted to the Portland Trail Blazers and discovered Willamette Valley wines. What started as curiosity quickly grew into a fascination with the craft and the way wine brings people together.
In many ways, Oregon chose us as much as we chose it. During my time with the Trail Blazers, our love for wine truly blossomed in the region, bubbling a dream to the surface that we didn’t even know was there. Once we felt that pull, it was a matter of searching for a place that reflected our personalities, backgrounds, and commitment to viticulture. Yamhill-Carlton felt like home, and the welcoming community has been instrumental to our growth.
Today, our 318-acre estate in the Yamhill-Carlton AVA reflects our dedication to stewardship, craft, and family. As we are actively planting and growing our property, we are continuously learning and evolving as industry players. Through our expressive flagship Pinot Noir and Chardonnay, we aim to create wines that feel welcoming, educational, and grounded in our values.
TVP: When someone is curious about Oregon wine but not sure where to start, what do you hope your wines (and your story) make easier or more inviting for them?
Elise McCollum: We remember what it felt like to be curious but not yet confident. Wine can feel intimidating, especially when you’re new to it. With our wines, we aim to create a welcoming, community-driven space in the industry. We started as wine lovers, not experts, asking questions and learning step by step.
Our story is meant to remove that barrier – with every bottle reflecting the land, the people who farm it, and the educational journey that brought us here. The wines are complex yet approachable, meant to be enjoyed without overthinking.
If someone opens a bottle and feels confident sharing it at a dinner or during a time of celebration, then we’ve succeeded. We want everyone, regardless of experience, to feel they belong at the table and drinking our wines.
TVP: If you could change one thing about how Oregon wine is introduced to new drinkers, what would it be – and what would you replace it with?
CJM: One of the things I think we can do a better job of in Oregon is collaboration. I think the Oregon wine industry has been beyond welcoming to my wife and I as we have continued to maneuver this space. We’ve been fortunate enough to collaborate with other wineries throughout the valley where we have sold and purchased fruit and are generally very excited about the future.
As we continue to be a part of this community, we actively aim to be more intentional about winery collaboration through shared events, tastings, and dinners that highlight the region. We want to continue to promote the wonderful wines we have to offer in the valley as a whole, not just our brand. When one winery receives recognition, it lifts all of us.
The more people become familiar with Oregon wine, how great it is, and the quality of fruit we have to offer, the better off the industry will be overall.
TVP: You describe your wines as “approachable.” What does that mean in practice – style choices, pricing, where the wines show up, and how you talk about them?
CJM: For us, approachability starts with intention. We craft wines that are balanced, expressive, and true to Oregon, but never overwhelming. They are structured and refined, yet easy to enjoy whether you are new to wine or have been exploring it for years and can pick up on its complexities.
Beyond what is in the glass, approachability means accessibility. We are thoughtful about pricing relative to quality, and we are gradually expanding distribution into new states each year – tangible accessibility through pricing and wine visibility.
Moreover, We speak about our wines in a way that invites people into the conversation rather than tests their knowledge. We want wine to feel intuitive, not intimidating and open a door for everyone who wishes to enter – just as we were welcomed with kindness, patience, and matched enthusiasm.
TVP: A lot of younger consumers care about transparency in wine: where it’s from, how it’s farmed, who made it, and what decisions shaped the final bottle. What are you committed to being transparent about and how do you communicate it without overwhelming people?
EM: Transparency starts with honesty about where we are in our journey. Starting our winery in 2020, before the purchase of our property, forced us to build partnerships and use sourced grapes as our main reference of fruit. We are so proud of and open to speaking about our partnership with our consulting winemaker Gina Hennen and Adelsheim, where we source from – it is such a major piece of our story. As we continue to immerse ourselves, that often comes with exciting additions like our property and estate vineyard plantings, which are also components we are transparent about as we navigate the continuation of our business.
What we value as far as sustainability and farming is also something we actively speak about. Our estate vineyards are LIVE Certified and Salmon-Safe, and we are committed to farming in a way that protects the land for future generations. CJ is even on the LIVE Certified Board, acting as a diverse and new voice which underscores our passion and intention of being a part of the industry on a broader level.
All this to say: transparency, like it is important for consumers, is equally as important to CJ and me. Every step of the way we have used our intentional values and purpose as guidance to share our wines and story in the most true-to-us and true-to-Oregon way.
TVP: What does stewardship mean to you when it’s not a concept?
CJM: Sustainability is a multi-generational promise for me and for my family. Alongside Elise, we believe in doing more than simply following industry standards. Serving on the LIVE Board of Directors allows me to help shape them. By pairing Salmon-Safe practices with equitable wages and a deep commitment to conscious growth and sustainable business decisions, we work to ensure our footprint supports both the people of Oregon and the land itself.
On the ground, stewardship began long before we planted our first vine. We conducted extensive soil studies to understand the property and matched Pinot Noir and Chardonnay to specific slopes and elevations rather than chasing trends. We manage yields and irrigation conservatively because we care more about the long-term health of the vines than short-term production goals. For us, stewardship means ownership in the fullest sense. It is a responsibility to the land, to our community, and to the legacy we are building for the next generation.
TVP: What’s one hard tradeoff you’ve encountered so far, where the “right” choice wasn’t obvious?
CJM: The biggest tradeoff is patience versus speed. As we mentioned, while our partnership with Adelsheim is one we value dearly, we now have land that we are actively planting and nurturing as part of our continuation. Through this experience, we have had to look at our goals as a business, while also looking at our virtuous intentions as passionate individuals.
We have been very intentional about how much fruit we keep each year and how much we sell, as well as how and when we expand into wholesale markets. We care deeply about our partners and believe collaboration is essential to the success of everyone involved. As we continue developing our property, including the first phase of our tasting room, we are also building our event calendar in a measured way to give people meaningful exposure to our story and the land.
Feeling hungry and excited about our vineyards, there’s often pressure to scale quickly. But pushing a vineyard too soon compromises the quality of the legacy we are building. Smaller yields today, paired with a measured approach to growth, set the foundation for stronger vines, more complex wines, and a more sustainable future.
TVP: Hospitality is often where people either fall in love with wine – or decide it’s not for them. If someone visits you who’s curious but nervous, what do you want that experience to feel like? What do you not want to replicate?
EM: Hospitality is where connection either begins or ends. We are eager to welcome guests, whether consumers, friends, or community members, to share a glass and enjoy the land. As of right now, we do not have a physical tasting room, but have begun intimate on-property events, utilizing our expansive space and the beauties of nature. Creating exceptional wines is only part of the experience; we are equally focused on crafting meaningful experiences for everyone who visits, which is the next step in our ever-growing future plans.
We are in the process of designing a tasting space set among the oak trees, overlooking the vineyard, lake, and gardens, with views of Mt. Hood on a clear day. The concept is warm and inviting, with an open kitchen serving seasonal, farm-driven meals, outdoor fireplaces, and seating intentionally limited to keep the experience intimate and personal.
The property will also include a large garden filled with fruits, vegetables, herbs, and flowers, along with safe spaces where children can play and interact with farm animals. Our own kids already love running through the vineyard rows, and it is important to us that other families feel that same sense of freedom and belonging. Our goal is to build a true family winery.
What we do not want to replicate is intimidation or exclusivity – wine should be warm, authentic, and rooted in community. Inclusivity, conversation, harmony are all key aspects of our vision for the property and our hospitality vibe.
TVP: Your visibility can bring new people into the category, but it can also turn a wine project into a spectacle. How do you keep the focus on place, craft, and community rather than celebrity?
CJM: For us, this has never been about putting our name on a label, but about a genuine passion for Oregon, earning our place, and being involved in every aspect of the business. From the start, Elise and I committed to being students of the land and the craft.
We spend real time in the vineyard and the cellar, learning from the site and working closely with our team to refine each decision. Beyond production, we stay involved in planning and distribution, conducting account visits and training staff so our story is shared with authenticity. This project is rooted in passion, care, and a willingness to do the work.
Looking ahead, that same intention guides our hospitality vision. We will build a welcoming, versatile tasting room on our property that will be welcoming to people from all walks of life. We will have a component for families and children that allow them to grow, learn, and explore.
We never wanted this to be a vanity project. McCollum Heritage 91 is a love letter to Oregon and we stay committed to learning and showing up every step of the way. Our story will continue to be written around legacy, loyalty, and intentionality.
TVP: Five years from now, what do you want to be true – not just about the wines – but about the people around them? What would make you feel you genuinely expanded the circle?
CJM: We have so many special goals for ourselves and the future of McCollum Heritage 91 that all involve growth in various directions – including our wine production, but mostly in how people enjoy our wine, where they enjoy it, and how it drives connection and conversation.
At its heart, wine brings people together. It creates a shared experience that transcends backgrounds, perspectives, and levels of familiarity. Whether someone has been collecting for years or is just discovering wine, there’s a unique joy in opening a bottle and exploring something new. We want that experience to feel approachable, sparking curiosity rather than intimidation.
Connection also means opening the door to people who haven’t always felt they belong in the wine world. Historically, the space has been exclusive, and we see a real opportunity to change that. Through our initiatives and partnerships, we aim to increase access and visibility, creating a wine culture where people see themselves reflected and invited to participate.
Five years from now, I’ll know we’ve expanded the circle if the “typical” wine drinker looks a lot more like the world we actually live in.
For us, this is personal. What began as a shared passion has grown into something larger, rooted in family, storytelling, and a commitment to creating a lasting legacy. Wine has always been a way to bring people together, and that same spirit guides every decision we make at McCollum Heritage 91.
Ultimately, our vision centers on impact. Thoughtful growth is important, but fostering community is paramount. Whether at a dinner table, an event, or in a conversation sparked by a single bottle, we want McCollum Heritage 91 to embody culture, engagement, and a genuine sense of belonging.