Colleen Frei, the new executive director of the Washington Winegrowers Association, was enthusiastic in the aftermath of WineVit, the organization’s annual conference and trade show.

“It was so successful, just really fabulous, meaningful conversations, people connecting with old friends,” she said.

“You really have this energy and excitement to make something great,” Frei added.

Frei started her new role in January. She brings a dynamic and positive personality to the job.

She replaces Vicky Scharlau, who had held the position since 1999 and helped push the industry forward during a period of tremendous growth.

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While Frei is fairly new to wine, she’s familiar with agriculture as a lawyer who specialized in farm and water law concerns.

Frei, a resident of Wenatchee, Wash., spent about 20 years as an attorney and dealt with the landscape of issues for farms and ag businesses, such as labor and employment, real estate and leases, varietal contracts and sales and marketing agreements.

“Having that background allows me to understand some of the needs and be open to conversations,” Frei said.

Career opportunity

Frei switched to her new position because she wanted to support Washington agriculture on a different level, and promote and be a part of great things happening in the wine industry.

“Sometimes you take a look at your life and decide to really dig into the things that matter,” Frei said.

Ag is in her spirit.

Frei grew up “farm adjacent” in Coeur d’Alene, Idaho. Both sets of grandparents ran farms, as did aunts and uncles, and she’d help out by driving combine and grain trucks.

She attended the University of Idaho, getting an undergraduate degree in natural resources and ecology and then earning her law degree.

Frei also has been a longtime supporter and volunteer with nonprofit organizations. “Being able to do it full-time is quite a kick,” she said.

Changing times

Frei takes the reins of the Washington Winegrowers Association as the industry faces challenges such as a national drop in consumption that’s led to an oversupply of bulk wine and depressed grape prices.

Experts estimate the state has 10,000 excess acres of vines, and Washington’s pioneering and largest winery, Ste. Michelle Wine Estates, is reducing production.

“They’re the label that is well known across the nation and internationally for Washington. That said, they are not the only wine and winery coming out of Washington. Many, many other growers and wineries were not impacted,” Frei said.

The variety of Washington labels and wines is a huge business opportunity, she said.

“Washington wines are beautiful, the AVAs are very different. The varietals that are being grown here are fascinating and the winemakers are doing interesting things with them. There is some creative wine that is coming out,” Frei said.

Frei also stressed the industry’s emphasis on sustainable practices.

“They are farmers. They care about the land, they care about water management, soil management. They are making a product that brings joy, and that’s really showcased in the people,” Frei said.