Jure Poberaj: A Winemaker Melding Tradition and Innovation in the Columbia Gorge
The Columbia Gorge AVA is a winemaking gem, renowned for its diversity of terroir, adventurous spirit, and rising stars. Among these trailblazers is Jure Poberaj, a winemaker with deep ties to Slovenia’s natural winemaking heritage and a passion for the dynamic possibilities of the Gorge. From crafting wines in traditional Georgian qvevri to nurturing unique varietals on his 10-acre homestead, Jure is redefining what’s possible in this young and vibrant region.
Rooted in Tradition, Guided by Innovation
Jure Poberaj’s winemaking journey began far from the Columbia Gorge. Born in Slovenia, a country steeped in winemaking tradition, Jure grew up surrounded by his family’s rich heritage. His uncle, natural winemaking pioneer Josko Gravner, was a key influence. “Wine was always part of the conversation in my family,” Jure recalls.
After immigrating to the United States at the age of five, Jure eventually pursued a degree in Finance at Portland State University and later earned a winemaking certificate from Cornell University. However, his Slovenian roots and connection to natural winemaking traditions remained central to his vision.
Today, Jure honors his heritage by making all his wines in traditional buried qvevri—large clay amphorae imported from Georgia. “We’re one of very few people in the U.S. using traditional qvevri,” Jure explains. The qvevri, buried underground to regulate temperature, are key to his winemaking process, particularly for his signature orange wine made from a blend of seven to nine white varietals.
A Diverse Portfolio Reflecting the Gorge
The wines Jure produces are as diverse as the Columbia Gorge itself. His portfolio includes Pinot Noir, Sangiovese, Pinot Blanc, Pinot Grigio, Nebbiolo, and the aforementioned orange wine. Each varietal is chosen to highlight the region’s unique microclimates, where maritime and desert influences converge in just a few miles.
“The Columbia Gorge is super exciting because of the different terroirs and microclimates,” Jure says. “You go from extremely wet to really dry desert in such a small area. This presents amazing opportunities to work with different grape varietals grown in vastly different conditions.”
This diversity allows Jure to experiment and craft wines that tell a story of place. His Nebbiolo, for instance, thrives in the drier eastern reaches of the Gorge, while Pinot Noir flourishes in the cooler, wetter climates closer to the Cascade Mountains.
A Home in the Gorge
For Jure, choosing the Columbia Gorge as his winemaking home was about more than just wine. “I chose the Gorge for its access to the outdoors, exciting terroir, and its quality of life,” he says.
The homestead he shares with his partner, Nina Jimenez, is a reflection of their shared values and connection to the land. Nestled north of White Salmon, the property includes a vegetable garden, fruit trees, chickens, and ponds alongside their vineyards of Friulano, Ribolla Gialla, and Nebbiolo.
Jure and Nina are well-known in the local community as the founders of White Salmon Baking Co. and co-founders of Soča, a wine bar named after the stunning Soča River in Slovenia. Now, they’ve shifted their focus entirely to their winery, pouring their energy into crafting wines that celebrate the region’s diversity and their deep-rooted passion for winemaking.
“It’s a lifestyle that’s both grounding and inspiring,” Jure says. “The community here in the Gorge is amazing. There are quite a few young producers, and we all learn from and support each other.”
The Potential of the Columbia Gorge AVA
As a relatively young AVA, the Columbia Gorge offers freedom and flexibility for winemakers like Jure. “This region has no preconceived notions about what can and cannot be done,” he says. “We’re not tied to one varietal or style, which makes it incredibly exciting and full of potential.”
Jure envisions a future where the Gorge becomes synonymous with high-quality, innovative wines. “I think the Columbia Gorge AVA is one of the most exciting in the country right now,” he says. “It’s still developing its identity, and that gives us the opportunity to define it in a way that reflects the diversity and creativity of the people here.”
A New Generation of Winemakers
As a young, up-and-coming winemaker, Jure embraces the challenges and opportunities of his role. “Being part of this new wave of winemakers is really exciting,” he says. “We’re all experimenting, trying new things, and learning from each other. It’s a collaborative and supportive community.”
This spirit of collaboration and risk-taking is evident in Jure’s approach. Whether crafting orange wines in qvevri or cultivating unique varietals on his homestead, he embodies the adventurous ethos of the Columbia Gorge.
The Wine to Remember
Every winemaker has a bottle they hold dear, and for Jure, that bottle is the 1988 Soldera Brunello di Montalcino. “It’s such an iconic wine,” he says. “The balance, complexity, and story it tells—it’s the kind of wine that inspires me as a winemaker.”
How to Discover Poberaj Wines
For those eager to experience the wines of Poberaj, the approach is as unique as the wines themselves. While Jure and Nina’s picturesque homestead is not open for public events, they do welcome industry professionals by appointment. Those interested in scheduling a visit can reach out directly via email at jure@poberajwines.com.
For wine enthusiasts who want to delve deeper into the Poberaj experience, the Poberaj Wine Club is the perfect opportunity. Members gain exclusive access to 12 or 24 bottles per year, including priority access to rare and limited-production bottlings. Each shipment is a curated selection, featuring either five Poberaj wines and one guest wine, or ten Poberaj wines and two guest wines.
The guest wines, sourced from around the world, are chosen for their thought-provoking qualities and the inspiration they bring to Poberaj’s vineyard and cellar practices. Shipments are sent out twice a year, in the spring and fall, ensuring members always have something to look forward to.
To join the Poberaj Wine Club and secure your place in this exclusive community, visit their website at www.poberajwines.com.
Whether through the wine club or a personalized industry visit, Poberaj Wines offers a chance to experience Jure and Nina’s passion for winemaking and their commitment to crafting wines that reflect the spirit of the Columbia Gorge.
Jure Poberaj is a winemaker who bridges the old and the new, drawing on his Slovenian roots while embracing the boundless possibilities of the Columbia Gorge. His commitment to tradition, innovation, and community makes him a standout in this dynamic region.
