Welcome to this week's episode of What's Happening Salem!

Ever wondered what it takes to break into the wine industry without millions of dollars? Host Jacob Espinoza sits down with Sam Parra from Parra Wine Co., a trailblazing Latino winemaker who's proving you can build a successful wine business from the ground up in the Willamette Valley.

From his grandfather's journey through the Bracero program to becoming one of the few Hispanic wine entrepreneurs in Oregon, Sam's story is one of grit, heritage, and hustle. But this isn't just a feel-good success story – it's a raw look at the realities facing the wine industry today.

What you'll discover:

• The shocking truth about starting a winery: "If you want to make a million dollars, start with five million"
• Why vineyards are literally giving away grapes for free right now
• How Sam built his business processing just 3 tons of grapes (spoiler: he's now up to 16 tons!)
• The demographic crisis hitting wineries: older customers have cellars full of wine, younger ones are embracing sobriety
• Why Salem's Hispanic business community is exploding with entrepreneurial energy
• The inside scoop on Salem's transformation from cherry orchards to world-class wine country

Plus, you'll hear about:

• Sam's unique wine creations, including a hibiscus-infused Tempranillo inspired by agua fresca
• The pop-up strategy that's revolutionizing how small wineries reach customers
• Why Hispanic Heritage Month sometimes misses the mark (and how to do it better)
• Salem's incredible food scene and why Lancaster Road is seriously underrated

This episode pulls back the curtain on both the wine industry's challenges and Salem's bright future. Whether you're a wine lover, aspiring entrepreneur, or just curious about what makes our community tick, this conversation delivers insights you won't find anywhere else.

Timestamps:

00:01 - Meet the winemaker breaking barriers in Oregon wine country

01:33 - From the Bracero program to Napa Valley: A family's American story

06:09 - The Willamette Valley's Pinot Noir obsession explained

07:46 - The brutal economics of winemaking (and how to survive them)

20:29 - Industry crisis: Why grapes are going to waste

25:03 - Beyond stereotypes: Hispanic entrepreneurship in action

35:00 - Salem's evolution and why downtown is buzzing again

46:42 - Where to find Sam's wines (hint: he comes to you!)