CJ McCollum is an NBA guard with serious handles and a smooth shot. As of 2020, he’s also behind a wine label specializing in Burgundian varietals. His family’s Heritage 91 label is based in Oregon and growing fast.
Since we last spoke to CJ, a lot has changed. His 318-acre prime parcel in the Eola-Amity Hills has been planted, to the tune of more than 50 acres. He and his family have learned a lot, carved out retail spots, and learned the power of community, farming, and humility in wine.
The wine project is going strong. On the court, McCollum has since gone from The New Orleans Pelicans to the Washington Wizards. His teammates have changed, his love for wine has not shifted an ounce.
We caught up with the pro athlete and his wife, Elise, not too long ago.
TM: What has the Oregon wine business taught you since you started the label?
CM: The journey has taught us the importance of patience, process, and working with intention. We are building our family brand as first-generation winemakers and owners, and getting to do that side by side has been incredibly rewarding. Watching the vines grow as we approach our second harvest reminds us that true success takes time and a lot of unseen
work behind the scenes.
Much like in sports, consistency leads to longevity. From soil to bottle, many hands are involved in bringing the wine to life, including farmers, interns, winemakers, and ultimately, the wine lovers who share the story. We have also learned how challenging distribution can be and how unpredictable Oregon’s weather is. Flexibility, long-term thinking, and respect for both the land and its people have been key lessons on this journey.
TM: Can you talk about being part of the Willamette Valley wine community and what that’s like?
EM: Being part of the Willamette Valley wine community has been amazing. Our partnership with Adelsheim was very collaborative every step of the way, and we’ve been so lucky to have a partner who shares our values and hunger to learn and grow. They helped us learn both the craft and the business side of winemaking, which gave us the guidance and confidence to take on more and seamlessly become members of the community ourselves.
We searched for a location that fit our passion, and knew Oregon was where our love for wine would blossom. Yamhill-Carlton is a gem with unique terroir, rolling hills, and a welcoming community. The Valley’s harmony makes it easy to slow down, focus on the land, and enjoy the journey. What we appreciate the most about Willamette Valley is the peace and tranquility – once we began spending more time here, it was clear that the personalities and way of life in Oregon complement both myself and CJ greatly.
TM: Wine can be humbling, even for a guy like you who’s been in a lot of tight games against the very best. Can you talk about that side of making wine?
CJ: Wine can humble you fast. I have faced some of the best athletes in the world, but building a winery meant starting from scratch, and in many ways, that made me a rookie again. Both Elise and I have been intentional about being hands-on, learning about soil health, irrigation, row spacing, tasting through samples, etc., because we want to truly understand the process from the ground up.
It’s a reminder that you don’t have to be the best right away, you just have to be committed to showing up and learning. The patience, the grind behind the scenes, and embracing mistakes make the wins feel even more meaningful. That’s what keeps me invested in both the business and the craft.
TM: I know you talked last time about creating a legacy for your family. Is this an enterprise you hope your next generation gets involved with?
CJ: Absolutely. Family is at the heart of every decision we make and will be at the heart of all decisions moving into the future. Our kids already love being on the property, running through the vineyard, eating grapes off the vines, picking blackberries, and spending time with the farm animals. The peace, views, and freedom here create an environment we all deeply enjoy, and we’re building something rooted in love, patience, and dedication that will always connect our family to this land.
TM: Can you talk about the importance of being an estate winery (which I believe you’re working towards)?
EM: That’s correct, we are working towards being an all-estate grown winery. Owning and farming our 318-acre property in Yamhill-Carlton, we have such minute control over every aspect. This allows us to stay consistent with our quality of fruit, while still being able to innovate through farming efforts and sustainability. What was once a Christmas tree farm is now a thriving vineyard, carefully planted after detailed soil studies to showcase the highest-quality examples of the varieties we love.
The varied terrain, slopes, exposures, and soils provide incredible complexity and expression. From the native oak savannah to our future produce projects, the land feels alive and full of potential. Being an estate winery means our wines will always reflect this special place and the care behind them. For us, becoming an estate winery is really about building something enduring for our family and for Oregon wine. Sustainability guides every decision we make – sustainability of the vineyards, of our business, and for the next generation of McCollums and beyond.
TM: What kinds of wines are you enjoying these days?
EM: Lately, I’ve been enjoying Blanc de Blancs, sparkling rosé, and a few other sparkling wines. It’s just something about a nice, refreshing sparkling wine that has been very thirst-quenching and easy on the palate. It’s really set the stage for a few meals we’ve had out on date night, as well as one of our go-tos after putting the kids down for bed.
CJ: Lately, I’ve been generally enjoying Chardonnay and Pinot Noir. We had a really nice 2017 Beaux Freres the other day, which really stood out to m,e and Chardonnay, as a whole, has been good to me during the day – especially with how hot it’s been in New Orleans and Washington DC. Pinot Noir has been my calling card at dinner and after long days of working out, meetings, and playground time with the kids. We also enjoy popcorn with wine after a long day, once we’re able to get the kids down for bed, and have been pairing that with some Pinot!
TM: I appreciate how you and a few other projects like yours are redefining what it means to have a celebrity label. In other words, you’re not just endorsing a brand, you’re rolling up the sleeves and sorting fruit, blending wine, etc. Can you talk about how important it is to be genuinely involved in the process?
CJ: Being involved in the process was the only way we imagined building this project – in other words, it was always rooted in passion and genuine interest. Every day in the vineyard is a learning opportunity. We walk the rows, adjust practices as the plants dictate, and taste as we go, letting the land guide our decisions and shape the wine. We are captivated by
winemaking and its constantly changing nature. We understand that our curiosity and desire to learn will never be fully satisfied, but that is part of the journey we love. Being hands-on allows us to honor every step of the process
and ensures our wines truly reflect the care, love, and effort behind them.
We’re constantly doing blind tastings and learning more about the process of making wine and how the different French oak barrels impact taste. During our last trip to Oregon, we did a barrel tasting alongside the Adelsheim team, which included Gina, our consulting Winemaker and Adelsheim Vineyard’s head viticulturist. We wanted to learn the difference between ++, long, and toasted [barrel toast levels]to see the differences in how the oak can change the complexities in
the wine.
We meet with the Adelsheim consistently to continuously sharpen our knowledge of the wine business overall – not just on the winemaking side, but also on the business side, as well as production. We are constantly trying to flex our learning muscles in every aspect of the winery ownership process.
TM: What is it about Pinot Noir that you find so captivating?
CJ: We love the fact that there are so many flavor profiles to Pinot Noir. Depending on your taste preference, there are tons of ways to craft a bottle – finding Elise and I’s preference has been a fun part of that discovery. I’ve learned that I prefer a smooth Pinot Noir that is higher in acidity and has hints of fruit with a little bit of earthiness to it. Elise and I both like light Pinot Noirs that can stand alone without food, while also being complex enough to complement a meal nicely, without overwhelming the taste buds.
Our ‘aha’ moment came when we first tasted Walter Scott Pinot Noir – it was from Bryan Creek Vineyard with volcanic soil as we were blown away. We will never forget the flavor profile, and that starry moment ultimately aided in the decision to ensure that our first blend of Pinot Noir was from volcanic soil. We still pay homage to our first ‘aha’ moment by making a single-vineyard Pinot Noir from Bryan Creek Vineyard. Without that wine, I don’t think we ever become first-generation wine owners!
TM: What’s next for the project?
CJ: Next up for McCollum Heritage 91 is welcoming guests to our property. We have already hosted one on-site dinner, and we are extremely eager to welcome more consumers, friends, and community members to our property to connect over a glass or two. We are focused on creating exceptional wines and experiences for everyone who visit,s and that will go hand in hand with some magical plans we have in store for the property.
We are planning a thoughtfully designed tasting room among the oak trees, overlooking the vineyard, lake, and garden, with views of Mt. Hood on a clear day. The space will be open concept, with an open kitchen for farm-to-table meals and bites, outdoor fireplaces, and seating for 30 to 50 guests to keep the experience intimate and grounded. The property will also feature a large garden with fruits, vegetables, herbs, and flowers, along with areas for children to play safely and interact with farm animals. Our vision is to build a true family winery where visitors can enjoy the land, the wine, and the experiences we create together.
We are being very intentional about our process, how we treat people, and how we nurture and protect the land. Our wine club is growing, and we are offering unique experiences through tastings, dinners, and events both on the property and beyond. We are also gradually expanding our distribution into new markets each year and hope that in ten years, McCollum Heritage 91 will be recognized worldwide as an Oregon family brand combining world-class wines with authentic, meaningful experiences. I think it’s safe to say we are just getting started, and we can not wait to legacy build, all while sharing our heart and soul with as many people as we can.
