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.
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.