Jerry Lohr reflects on five decades of wine production, research, and regional development. When Wine Enthusiast named J. Lohr’s 2021 South Ridge Syrah from Paso Robles as the top pick in its “Top 100 Best Buys” list, it wasn’t just a nod to an exceptional vintage priced at $15 per bottle. It was a testament to the impact of J. Lohr Vineyards & Wines on the California wine industry and, more specifically, on Paso Robles. Despite higher production costs compared to international competitors, the California-based winery stood out for its quality and value.
J. Lohr, one of 22 California wineries recognized in Wine & Spirits’ Top 100 list in 2023, has grown into an industry powerhouse, producing more wine than the other 21 California winners combined. Founded by Jerry Lohr in 1974, J. Lohr Vineyards & Wines has been instrumental in elevating Paso Robles as a premier wine region. Today, Lohr’s children continue the family legacy as managing partners: Cynthia Lohr as Chief Brand Officer, Lawrence Lohr as President and COO, and Steve Lohr as President and CEO.
Jerry Lohr’s vision extends beyond winemaking; he has driven research initiatives, including contributions to the American Vineyard Foundation and the National Grape Research Alliance. He also champions water conservation, advocating for a sustainable pipeline solution that blends treated city water with surface water from the Nacimiento Water Project to preserve local groundwater resources.
In a recent interview with WineBusiness Monthly, Jerry Lohr shared insights into the evolution of J. Lohr Vineyards & Wines, his journey into winemaking, and his commitment to sustainable and research-backed practices in the vineyard.
Origins in Wine and the Founding of J. Lohr Vineyards
Lohr’s interest in winemaking stemmed from his Catholic upbringing, where wine held cultural and ceremonial significance. By his early teens, he was already fascinated with viticulture, and the ambition to start a vineyard grew.
Partnering with Bernie Turgeon in 1965, Lohr initially pursued construction before shifting to viticulture in 1974. His practical approach drew on both business and agricultural expertise, initially securing 280 acres in Monterey’s Arroyo Seco area. Inspired by other vineyards in the region, he strategically assembled land with an “economic unit” in mind, complete with vineyard management and equipment needed to maintain sustainability from the outset.
Lohr’s engineering background helped establish a vertically integrated operation, one where he meticulously designed layouts, sourced equipment, and carefully controlled grape production. When J. Lohr Vineyards launched its wines in 1974, Lohr had already planned for sustained growth.
Building Partnerships and Scaling Up
Early partnerships were pivotal. In 1984, J. Lohr secured a deal with Hyatt Hotels, committing to supply 84,000 cases across 84 locations. This milestone marked a turning point as the winery expanded to 125,000 cases and beyond. Guided by the philosophy of sourcing only quality fruit, Lohr’s team began tapping into regions across California, ultimately expanding into Paso Robles for Cabernet Sauvignon, while maintaining Chardonnay production in Monterey.
Lohr’s strategic focus on Paso Robles allowed J. Lohr to scale rapidly, reaching the 1 million case mark by 2007, thanks to expanded distribution and growing demand from restaurants and hotel chains nationwide.
Innovation and Sustainable Practices
Over the decades, J. Lohr has innovated within the vineyard and cellar, from refining irrigation techniques to adopting sustainable practices. Lohr recalled early advice from Robert Mondavi about balancing grape harvests to achieve optimal flavor, an approach that J. Lohr Vineyards continues to apply today.
The winery also incorporates research-backed irrigation methods that minimize water use, focusing on spring watering and limited summer irrigation, akin to practices in Bordeaux. These water management strategies, developed in collaboration with French consultants, reflect Lohr’s commitment to sustainable winemaking, even as climate change prompts new adaptations.
Supporting Research and Educating Future Winemakers
Lohr’s contributions to research have extended well beyond his own vineyards. He has supported studies at UC Davis, backing advancements in sensory analysis and irrigation technology. Lohr stresses the importance of hands-on experience for young winemakers, noting that knowledge of vineyard soils and backhoe digging remains critical.
As the industry navigates evolving challenges from climate change to market demands, Lohr advocates for investment in research and practical training. “In the wine industry, we need to educate and give people a chance to experience it firsthand,” he remarked, underscoring the role of education in sustaining wine’s future.
A Lasting Legacy in Paso Robles
Jerry Lohr, now in his eighties, remains active as Chief Financial Officer of J. Lohr Vineyards, overseeing financial strategy while continuing to support sustainable practices and research initiatives. His pioneering efforts have cemented J. Lohr Vineyards & Wines not only as a staple in California’s wine landscape but as a beacon of innovation and tradition in American winemaking.
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