Bruce Felix: Oral History Interview

This interview is with Bruce Felix of Pacific Winemaking. In this interview, Bruce explains how he transitioned into the wine industry and his thoughts on the future of Oregon wine.

Bruce talks about working in petrochemicals and paint after he moved to Australia with an exchange student. Not only did Bruce sell petrochemicals, he also sold tartaric acid to winemakers, sparking his initial interest in wine. Through these jobs, Bruce was able to travel all over the world and try different wines. It was when his friend moved into the wine industry and started a wine supply company that Bruce made the switch into the industry as well. This company is known as Vinvicta Services.

Bruce discusses how he ended up in the Oregon wine industry specifically. In 2005, Bruce wanted to come back to the United States for family and was looking for a place to settle. It turns out, Oregon was the perfect fit, so he started his current company, Pacific Winemaking, in March of 2006. He began the services as a one-man operation which has grown significantly over the years. This year, Pacific Winemaking celebrates 20 years of business.

Later in the interview, Bruce talks about the future of the industry. He believes that people are not done drinking wine and that wine will always have a place. He explains that wineries need to tailor-make their production and get rid of the backlog of product from overproduction. Bruce also emphasizes using new technology within the industry. He discusses how a lot of new technology is trailed in Europe, but not the United States. His company would like to introduce these tactics to the Unites States to improve production.

This interview was conducted by Rich Schmidt at Bruce’s home in Hillsboro on June 8, 2026.