PORTLAND, Ore. — Long before he became a starting guard for the Washington Wizards, CJ McCollum was making a name for himself off the court — in Oregon’s wine country. What started as curiosity during his years with the Portland Trail Blazers has grown into McCollum Heritage 91, a family-run wine label founded with his wife, Elise.
Now, with the purchase of a 318-acre vineyard in the Yamhill-Carlton AVA, McCollum’s winemaking ambitions are firmly rooted in Oregon soil. With plans for a home and tasting room on the property by 2027, McCollum is building more than a brand: he’s building a legacy.
From Basketball to the Vineyard
The McCollums’ new property has 57 acres already planted. This year, they celebrated their first harvest from seven acres, with bottling already underway. Within two years, McCollum expects the vineyard to supply enough fruit to produce all of the winery’s blends and estate wines.
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“It’s surreal,” McCollum said. “We’ve gone from being people who sell wine to actually becoming farmers.”
Originally, McCollum Heritage 91 partnered with Adelsheim Vineyard, one of Oregon’s most respected producers. That collaboration provided mentorship and access to fruit while teaching McCollum the craft of winemaking.
“They’ve been great partners — not just in collaboration but in education,” McCollum explained. “As we expand, we’ll become more independent. But they’ve been invaluable.”
A Boutique Vision
Despite the expansion, McCollum wants to keep the brand approachable. Bottles remain modestly priced — the Rosé sells for $20–$25 — with the goal of introducing more people to Oregon wine.
“We want our wine to be approachable for everyone, from all walks of life,” he said. “Climate change has people drinking more Rosé, and we have a really good Pinot. We want people to fall in love with Oregon wine the way we did.”
The plan includes gradual growth: hosting tastings on the estate, organizing wine dinners, and strengthening restaurant partnerships. “It’s about connecting people to the wine, the land, and the story,” McCollum said.
Navigating the Challenges
If NBA defenses are tough, McCollum argues that U.S. wine laws are tougher. Distribution regulations differ dramatically from state to state, limiting where and how wineries can sell directly to consumers.
“Some states marry you to your distributor, others block direct sales,” McCollum said. “The laws are outdated. Referees in the NBA are 90% accurate, but these wine laws? They’re far worse.”
His frustration underscores a broader challenge for small wineries trying to grow nationally. Still, McCollum insists the obstacles are worth tackling to build his family’s brand.
A Commitment to Sustainability
McCollum has joined the board of Oregon LIVE Certified, an organization dedicated to sustainable viticulture. For him, the mission is personal.
“Sustainability has always been important to our family,” he said. “We want to leave the land better than we found it. And we want farmworkers treated fairly and paid well.”
He points to the vulnerable position of immigrant farmworkers, many of whom face detention or deportation despite decades of contributions. “Immigrants are vital, not just to wine, but to society,” McCollum said. “Without them, the business doesn’t survive.”
Wine Over Basketball
Though McCollum enjoys sharing bottles with NBA friends — from LeBron James and Kevin Love to Carmelo Anthony, who favors white Burgundy — his favorite wine companion remains his wife, Elise.
“We’ve got special occasion bottles, birth-year bottles, celebratory bottles,” he said. “We enjoy opening them and sharing stories. At the end of the day, I’d rather drink wine with her than with anyone else in the league.”
The family element is central to McCollum Heritage 91, named for CJ’s birth year. Their children, Jacobi and Margaux, may one day carry on the business.
Building a Legacy
Asked if he’d mind being remembered more for wine than basketball, McCollum doesn’t hesitate.
“That would be cool,” he said. “Maybe 15 years from now someone will say, ‘He played basketball? I thought he was the guy from that winery.’ That’s fine. One day, I’ll just be Jacobi and Margaux’s dad and the guy who makes wine.”
With the new estate, tasting room plans, and growing recognition in Oregon’s wine scene, that future may come sooner than expected.
Oregon’s Newest Winemaking Ambassador
McCollum’s story mirrors Oregon wine itself: boutique in scale, rooted in the land, but increasingly influential on a global stage. His transition from NBA star to vintner underscores how passion projects can evolve into lasting enterprises.
“Oregon wine is special,” McCollum said. “It’s about community, sustainability, and telling a story through the glass. That’s what we want to share.”
As McCollum continues his career in Washington, his Oregon vineyard ensures that his connection to the state — and its celebrated wine culture — will remain strong.
