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brand profiLe
an icon, updated J. Lohr’s new Look hits the Market
The wine in the bottle re ects the same quest for quality. “We’ve done a lot of work internally to broaden the blending range for our Cabernet,” shares Meier. “We planted Petit Verdot in the mid-’90s and we’re getting better at working with Cabernet Franc. This is what gives the Seven Oaks Cabernet so much complexity.”
Having the range of vineyards and terroirs—across Paso Robles, Napa and Monterey—that the family has amassed over nearly four decades makes this uniquely possible for the company. Adds Steve Lohr, “With over 3,700 acres of vineyards and three signi cant wineries, we have the assets and family commitment to grow our brand for decades to come.” n
By kristen Bieler
In human years, 22 isn’t all that old. But for wine labels, it’s a different story. J. Lohr’s Estates Series—the winery’s best-selling line of wines— rst debuted with the 1995 vintage and time was ripe for a makeover, says Steve Lohr, CEO: “We wanted the packag- ing to re ect where the quality has gone in recent years.”
The Estates Series includes eight wines, led by the well-known Riverstone Chardonnay from Monterey and Seven Oaks Cabernet from Paso Robles, and represents 80% of J. Lohr’s considerable production (1.6 million cases annually).
Every year, volume grows as new con- sumers discover the brand. “We had huge double-digit growth for years, and now we are looking for more moderate growth with this series,” explains Jerry Lohr, who founded the winery in 1974. “Today, we’re more interested in sustainability.”
Going contemporary
The Lohr family wanted to update the look and feel of the bottle, without losing the power of brand equity. “Our goal was to have people recognize the wine, but sense that something was different and better about it,” explains
Jeff Meier, President/COO and Director of Winemaking.
Using new technology, they were able to create a two-piece label, which now sits higher on the bottle. There is a new pen-and-ink vineyard scene with less se- pia, which gives a clearer, sharper look. Font sizes were increased and the colors brightened; contemporary touches like removing the gold trim on label border and using a matte nish give the bottles a more modern feel. Yet the rich heritage of the brand is also reinforced, with the addition of “family-owned since 1974” on the bottom.
While the changes are subtle, the end result is an impressive upgrade, one that was 18 months in the making. The long and laborious process is typical of the company’s refusal to cut corners or pinch pennies in pursuit of quality. Unlike many large volume brands, J. Lohr uses expensive French and American oak barrels—no chips or extracts. In dif cult, lower-yielding vintages, the family refuses to plug gaps in supply by releasing wines too soon; they insist on appropriate oak and bottle aging, and
work hard to balance supply
with demand.
Arroyo Seco
Appellation, Monterey County
Jerry Lohr, founder and proprietor; Steve Lohr, CEO; Cynthia Lohr, trade and brand advocate; and Lawrence Lohr, director of wine education.