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    Pure Paso Bottleshot 4

    Paso Rob­les, Calif. – July 10, 2019 – J. Lohr Vine­yards & Wines is pleased to announce the inau­gur­al release of the 2017 J. Lohr Pure Paso Pro­pri­etary Red Wine, which will begin ship­ping in July and is set to debut in select states in August of 2019. The new J. Lohr Pure Paso Pro­pri­etary Red Wine pays trib­ute to J. Lohr’s his­to­ry of sus­tain­able grape grow­ing and wine­mak­ing in Paso Rob­les by show­cas­ing the winery’s most pop­u­lar vari­etal, Caber­net Sauvi­gnon, in a blend with Petite Sir­ah. J. Lohr Pure Paso rep­re­sents an excit­ing new wine in the J. Lohr port­fo­lio, while hon­or­ing J. Lohr’s past. Fam­i­ly owned and oper­at­ed since 1974, the win­ery’s first wine was a Petite Sir­ah, which inspired the J. Lohr 40th Anniver­sary Red Wine, a mem­o­rable blend of Caber­net Sauvi­gnon and Petite Sir­ah. The J. Lohr Pure Paso Pro­pri­etary Red Wine will enter nation­al mar­kets at a sug­gest­ed retail price of $26.99.

    The bold, intense fla­vors for which J. Lohr is known have become defin­ing char­ac­ter­is­tics of wine­grape grow­ing in the Paso Rob­les region,” said Lawrence Lohr, co-own­er. The con­tin­u­al fine-tun­ing and nur­tur­ing of our estate vine­yards sup­port our wine­mak­ing team’s pas­sion for craft­ing the high­est-qual­i­ty Caber­net Sauvi­gnon. Our com­mit­ment to advanc­ing the Paso Rob­les appel­la­tion reflects the authen­tic­i­ty of our J. Lohr Pure Paso Pro­pri­etary Red Wine and our father Jer­ry Lohr’s vision when he first set foot in Paso Rob­les so many years ago.” 

    Since plant­i­ng its first estate vine­yards in Paso Rob­les in 1986, J. Lohr has con­tin­u­al­ly cham­pi­oned the region and has played a piv­otal role in earn­ing its sta­tus as one of the world’s great wine appel­la­tions. Today, the J. Lohr estate pro­gram includes more than 2,600 acres in Paso Rob­les, with over 2,100 acres of Caber­net Sauvi­gnon and 115 acres of Petite Sir­ah. The Caber­net Sauvi­gnon for the 2017 J. Lohr Pure Paso comes pri­mar­i­ly from J. Lohr’s 266-acre Shotwell Vine­yard in the El Pomar Dis­trict of Paso Rob­les, with the Petite Sir­ah sourced from J. Lohr’s Home Ranch in the warmer Paso Rob­les Estrel­la District. 

    J. Lohr Pure Paso is a wine that has been decades in the mak­ing,” said J. Lohr Vine­yards & Wines Direc­tor of Wine­mak­ing Steve Peck. Jer­ry Lohr has been a tire­less advo­cate of Paso Rob­les for more than 30 years, and his pas­sion for the appel­la­tion has been embraced by the entire sec­ond gen­er­a­tion of the Lohr fam­i­ly. To cre­ate the ide­al sen­so­ry bal­ance between the two core vari­eties, we har­vest the Petite Sir­ah from the warmer Region III cli­mate of the Paso Rob­les Estrel­la Dis­trict, where it devel­ops beau­ti­ful jam­my dark berry notes. The Caber­net Sauvi­gnon grows in the slight­ly cool­er Region II cli­mate of the El Pomar Dis­trict, which pro­vides sophis­ti­cat­ed savory ele­ments. In the win­ery, our extrac­tion tech­niques include whole berry fer­men­ta­tion at ele­vat­ed tem­per­a­tures com­bined with ear­ly press­ing to accen­tu­ate the vel­vety mouth­feel and sup­ple palate struc­ture that we prize in our Paso Rob­les reds.” 

    The 2017 J. Lohr Pure Paso Pro­pri­etary Red Wine is a 100% vinifera blend, com­posed pri­mar­i­ly of Caber­net Sauvi­gnon and Petite Sir­ah, with small amounts of Mer­lot, Petit Ver­dot and Mal­bec. To frame the dual­i­ty of the Caber­net Sauvi­gnon and Petite Sir­ah fla­vors, Pure Paso was aged for 18 months in bar­rel, with 20% new oak over­all. While the pack­age pro­vides a dra­mat­ic new look that imme­di­ate­ly estab­lish­es a visu­al pres­ence for Pure Paso, the design also takes inspi­ra­tion from Jer­ry Lohr’s icon­ic sig­na­ture from the winery’s orig­i­nal 1977 Caber­net Sauvi­gnon label. 

    About J. Lohr Vine­yards & Wines

    Found­ed forty-five years ago by Jer­ry Lohr and still fam­i­ly owned and oper­at­ed today, J. Lohr Vine­yards & Wines crafts a full line of inter­na­tion­al­ly rec­og­nized wines from its 4,000 acres of cer­ti­fied sus­tain­able estate vine­yards in Paso Rob­les, Mon­terey County’s Arroyo Seco and San­ta Lucia High­lands appel­la­tions, and St. Hele­na in Napa Val­ley. Offer­ing an expres­sive range of styles that show­case its estate fruit, J. Lohr pro­duces six tiers of award-win­ning wines: J. Lohr Estates, J. Lohr Vine­yard Series, J. Lohr Cuvée Series, J. Lohr Ges­ture, J. Lohr Sig­na­ture Caber­net Sauvi­gnon and the J. Lohr Pure Paso™ Pro­pri­etary Red Wine. The J. Lohr Wine Cen­ters in Paso Rob­les and San Jose wel­come vis­i­tors dai­ly, and the company’s online home is jlohr​.com.


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