From NBA Courtside to Oregon Vineyards: How CJ McCollum Found His Second Career in Fine Wine

Now in his 14th season in the National Basketball Association, Atlanta Hawks veteran guard CJ McCollum has established a formidable presence both on the hardwood and, increasingly, in the world of fine wine. Long before he was trading baskets in Atlanta or starring for the Portland Trail Blazers, McCollum’s introduction to the complex universe of viticulture began humbly in college. While dating his then-girlfriend and now-wife, Elise, the couple received a thoughtful gift from her parents: a simple bottle of Merlot. That initial bottle sparked a quiet curiosity that would eventually blossom into a lifelong passion.

The couple’s fascination with wine deepened significantly during McCollum’s tenure in Portland. While Elise traveled back and forth for her studies—first in Pennsylvania and later in New York City, where she earned a Doctor of Dental Surgery (DDS) degree from Columbia University—she frequently visited the Pacific Northwest. During those visits, the couple developed a profound affinity for the distinct expressions of the Willamette Valley. McCollum often credits an observant bartender at Portland’s famed RingSide Steakhouse with steering him toward his enduring love for Pinot Noir. At the time of that first memorable glass, however, neither he nor Elise could have predicted that they would eventually launch their own commercial wine brand, McCollum Heritage 91, in 2020.

The enterprise has grown rapidly since its inception. Just a year after launching their label, the couple made a major investment in the region’s agricultural landscape by purchasing a sprawling 318-acre property in the Willamette Valley. The land, which previously served as a Christmas tree farm and cattle ranch, offered an ideal canvas for their ambitions. They promptly planted 56 acres of vines with the ultimate goal of transitioning into a fully realized estate-grown model.

The inaugural releases from their McCollum Family Vineyard—specifically their Pinot Noir and Chardonnay—have already begun turning heads, earning high marks and praise from wine critics. As they look toward the future, the couple is actively planning the construction of a permanent winery and dedicated visitor center on the property. In the meantime, they have begun welcoming guests in an unconventional yet charming tasting room: a restored vintage Airstream trailer positioned right on the site. Robb Report recently spoke with McCollum to discuss his evolving journey into the wine industry, his expanding palate, and his deep-rooted commitment to sustainable farming.

How have you and Elise influenced each other’s palates?

I think Elise’s palate has allowed us to try new wines and venture outside of my Pinot Noir preference. She prefers sparkling wine right now but also has a big admiration for Tuscany and Old World wines. Oregon is still our favorite region, but it’s been fun exploring new wines based on her palate. I would say that her palate is more refined and in line with our winemaker Gina Hennen’s than mine is. She is great at blind tastings and was able to identify the type of barrels used on wines during our most recent wine exercises with Gina, and it was really impressive.

What is behind the transition from McCollum Heritage 91 to McCollum Family Vineyard?

McCollum Family Vineyard isn’t a replacement or name change, but rather a new companion brand and an addition to McCollum Heritage 91; the two brands coexist side by side. I like to compare them to Nike and Jordan: McCollum Family Vineyard is the Nike umbrella and foundational estate anchor for our Yamhill-Carlton property, while McCollum Heritage 91 is the Jordan brand alongside it, working together as a family, but separate as their own units.

Why is it important to you to transition to an estate model?

Transitioning to an all-estate-grown model allows us to have complete control over every detail of our winemaking process. Owning and farming our 318-acre property in Yamhill-Carlton enables us to maintain exceptional quality and consistency while driving innovation in sustainable farming.

Ultimately, building an estate model is about creating a lasting legacy for our family and contributing meaningfully to the Oregon wine community. Sustainability guides every decision we make, ensuring the vineyard thrives for generations of McCollums to come. When we decided to take this leap and plant roots, literally and figuratively, in Willamette Valley, we knew we would go all in.

How hands-on are you in decisions such as vineyard planting and development, harvest, and winemaking?

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, not just putting our name on a bottle and never seeing how it’s made. 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.

What is your personal wine cellar like?

We have two offsite wine cellars with 1,500 bottles in one and another 800 bottles in the other. Our home cellar has space for about 1,800 bottles. We’re slowly curating some of our favorite wines to enjoy in our home with friends and family.

What is your favorite region or category to drink or collect?

Pinot Noir will always be one of my favorite varietals. I love how much variation you can find from one bottle to the next. Oregon and Burgundy Pinot Noirs are what I am especially drawn to, but I am always interested in tasting Pinot Noir from new places and seeing how different producers put their own twist on it. Our daughter’s name is Margaux, so we have enjoyed drinking Bordeaux and are fascinated with Old World wine and the history behind it.

Elise and I both gravitate towards a lot of Old World wines, especially Burgundy, Bordeaux, Tuscany, and Châteauneuf-du-Pape. Elise has an appreciation for Super Tuscans as well as Blanc de Blancs. We both enjoy starting a meal with Champagne or sparkling wine when we are out together. It serves as a refreshing start to our evening and helps balance out our taste buds before we dive into dinner.

Is your taste evolving?

My taste is absolutely evolving. The exposure to the industry and friends we’ve met along the way have exposed us to a variety of wines. It’s been so cool to try new wines and continue to learn more about ways we can pair certain wines with food. Both of our preferred wines have changed dramatically. There was a time where I wouldn’t drink Chardonnay at all. Now that we’ve found the right type of Chardonnay, it is one of our favorites, and a must-order when we’re out!