If you’re in any business, Zoom is a reality. So, when Melissa Burr, Stoller’s founding winemaker, and I sat down for our virtual catch-up about the rebranding of the Chemistry brand, we did what everyone does in 2025: Apologized for our “call hair” and compared marathon meeting notes. Spoiler: neither of us wanted a replay and those Zoom photos will never see the light of day. But a good wine conversation is always worth it.
From Farm to Estate: The Stoller Story
Melissa walked me through the story that put Stoller Wine Group on the Oregon wine map. Bill Stoller started with his family’s farm in Dayton. He partnered with Harry Peterson, took on the vineyard, and by 2003, Melissa was named as winemaker. Early production was boutique and focused, but soon came a gold LEED-certified winery, then a new facility and major expansion in 2015 and 2017.
A New Era: Chemistry and Accessible Luxury
But Stoller wasn’t stopping there. They soon launched Chemistry. “Accessible luxury” is the name, and Oregon wine that delivers quality that doesn’t make dinner party guests sweat over the price is the game. This group now includes Stoller Family Estate, Chehalem, Chemistry, History (a co-owned project), and Stoller Swing (for those who like their Oregon wine in a can).
Crafting Curiosity: The Chemistry Design
When it came to rebranding Chemistry, they didn’t just go for a label facelift. They tapped CF Napa to design something striking — bottles sporting a mystical/scientific vibe, with astrological symbols, grape variety IDs, and even tasting notes on the outside. Every detail is about creating curiosity and making Oregon wine less intimidating for the next generation of drinkers.
And it appears to have worked. Melissa shared early feedback: “Consumers love the look, it pops on the shelf, and it still feels grounded.” The team also involved every corner of Stoller — the winemakers, the sales crew, the marketing team — in the process. Good design at Stoller is a true team sport.
Feedback, Future, and New Directions
As we traded notes, it became clear: smart marketing and winemaking are more intertwined than they should be (remember, I’m a marketer in tech, not wine, so I always appreciate collaboration). Melissa and I swapped stories about moving from marketing to wine (a leap I made in 2010 with starting the blog, but I still do B2B marketing) and why collaborating across the industry makes for stronger brands and tastier bottles. She’s all in for fresh Oregon stories and hinted at some future collaborations.
The Final Pour
If you want a modern Oregon wine snapshot, look to Stoller and Chemistry: rooted in family, driven by innovation, and open to new ideas. For consumers and wine geeks alike, their message is simple — great wine should be curious, accessible, and always worth sharing.
