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McCollum first launched the "McCollum Heritage 91" brand of red wine. The concept is to launch a high-quality wine that lowers the entry barrier and can be enjoyed by everyone. "For those who want to get started with wine or simply want to taste fine wine, This brand would be the best starting point.”
Not willing to stop at product development, McCollum had the idea of establishing his own winery. After trying many wines from various places, McCollum's favorite was red wine made from grapes grown in volcanic soil, and the most famous one was Willamette. Willamette Valley.
In 2021, he purchased 318 acres of land in the Willamette Valley, home to Oregon's wine country, including ponds, quarries, etc., preparing to expand his wine empire. "I'm ready to run the winery myself, from planting to brewing." McCollum has already begun planting, and it is expected to have the opportunity to launch its first exclusive wine in 2023.
"CJ has been researching it for a long time and discussing it with us all the time." Gina Hennen said, "The Willamette Valley has the most natural and uncontaminated fruit, and I am sure that CJ and Elise will create a very high-quality wine. "
Gary Mortensen, president of Oregon's Stoller Wine Group, highly recognized McCollum's contribution and promotion to the local wine industry. "He is a very special NBA player. He did not indulge in getting rich at a young age, but continued to learn. And find investments and side businesses that suit you." After McCollum interned with Mortensen for a period of time, he decided to purchase land in the Willamette Valley. "I think this is an extremely shrewd investment, and CJ already has the firepower to plan for the future. .”
In addition, Mortensen said: "I like CJ's leadership qualities and their courage to invest in different industries across fields, while also creating opportunities and visibility for black people. The alcohol industry used to be considered a symbol of the powerful and white people, but CJ proved that Anyone can participate."
McCollum also emphasized that in addition to continuing to develop high-quality wine, one of his missions is to expand wine to the general public and make it easy for ordinary people to participate.
“Since announcing my brand a year ago, I’ve become more and more aware of the lack of representation in the wine industry, and I want to make sure wine is more approachable for everyone.”