J. Lohr Announces Monterey Roots Wine Tier

J. Lohr Vineyards & Wines has unveiled J. Lohr Monterey Roots, a new tier of wines spotlighting J. Lohr’s history in viticulture and winemaking in Monterey County.

In establishing the new tier, the company’s J. Lohr Bay Mist White Riesling and J. Lohr Wildflower Valdiguié have migrated from the J. Lohr Estates portfolio of wines to J. Lohr Monterey Roots. 

Packaging for the 2021 vintage releases of J. Lohr Monterey Roots reflects images of cool-climate Monterey County. The White Riesling label shows an artist’s rendering of Monterey’s dramatic coastline, and the Wildflower Valdiguié label features a multicolor painting of the region’s native wildflowers.

Both wines bear the Certified California Sustainable seal on their back labels. This signifies that at least 85% of a given wine was made using grapes from certified sustainable vineyards, the wine was made in a certified sustainable winery and 100% of the grapes are from California vineyards.

The wines began to ship to markets across the U.S. in early February.

“As a child, I remember coming to Monterey with my father, Jerry Lohr, in 1972, when we began planting our first estate vineyards, which included our original plantings of riesling and valdiguié,” says Steve Lohr, CEO and second-generation co-owner. “Today, we farm more than 1,400 acres of vines in Monterey. We have always taken great pride in our Monterey roots, and championing what makes this region so special.”


“Our riesling and valdiguié are quintessential Monterey wines,” he adds. “They are also two of the hidden gems in our portfolio. Showcasing them in their own tier will give them the spotlight they deserve.”

Both the Bay Mist White Riesling and Wildflower Valdiguié come from J. Lohr’s estate-grown grapes in Monterey’s Arroyo Seco region. The wines are fermented and aged without the use of oak, and are bottled with convenient Stelvin screwcap closures.

“Serving as the former executive director of the Monterey County Vintners and Growers Association, I know firsthand what a pivotal role J. Lohr has played in shaping Monterey’s reputation as a globally renowned wine region,” says J. Lohr VP Marketing Rhonda Motil. “Our Monterey wines always highlight the influences of the cool-climate region. With J. Lohr Monterey Roots, we are attracting the next generation of wine consumers by focusing on the fun, adventurous, no-attitude spirit of these wines. The fact that these wines are certified sustainable and under 90 calories a glass appeals both to the values and the lifestyle choices that many new consumers are seeking out and embracing.”

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