(Wines&Vines) - Oregon wine producers enjoy significant opportunities but face equally significant risks on the road to seizing them, speakers told the state’s wine producers gathered in Portland this week.

Highlighting the situation is the attention the media give to the millennial generation, which everyone looks to as the next big cohort of consumers, but it’s actually the generation sandwiched between millennials and their boomer parents who are in their prime years for purchasing luxury goods such as wine.