Take The Pledge With J. Lohr During Earth Month
Leading Certified California Sustainable Wine Brand Launches Its ‘Take The Pledge’ Campaign, Releases Pledge Actions In Continuation Of Sustainability Journey
San Jose, Calif. – (April 21, 2022) – J. Lohr Vineyards & Wines (www.jlohr.com) is taking the pledge for Earth Month and every month, and challenging its community to do the same. In alignment with its commitment to the “3 Es” of sustainability – Environmentally Sound, Economically Feasible, and Socially Equitable – J. Lohr encourages customers to take part in its “Take The Pledge” campaign as part of its larger efforts to integrate sustainability into all facets of its winegrowing and winemaking business.
About Take the Pledge
The pledge, which outlines the best at-home practices for Saving Energy, Conserving Water, Sparing The Air, Recycling/Reusing/Repurposing, and Community/Social Equity, is a part of J. Lohr’s larger Growing Sustainability efforts. By making small, day-to-day changes to daily routines, J. Lohr hopes to highlight both macro and micro “green efforts” that every individual, wine drinker or not, can easily do in order to respect nature and nurture balance within their own community.
“Since our founding, sustainability has guided our approach to every step of the business,” says CEO and second-generation co-owner Steve Lohr. “While our favorite sustainable practice will always be to uncork a bottle of J. Lohr wine, there are so many additional day-to-day ‘green practices’ we all can adopt to make a difference. By engaging our community to enter into this sustainable journey alongside us even on a small, personal scale, our hope is that we impart worthwhile practices that reflect our larger sustainability ethos and, when combined, reduce our impact on the environment in a measurable way.”
Some of the Pledge Actions J. Lohr outlines include: checking your home for proper insulation, only running the washer and dryer with full loads, cutting the total number of car trips made in a week in half, avoiding the purchase of foods in single-use containers, and volunteering within your own community. You can view the full list of pledge actions here.
At The Forefront Of Sustainability
With nearly 20 wines bearing the Certified California Sustainable seal and more coming by the end of 2022, J. Lohr is committed to continuously improving the way it takes care of its soils, water, air, and communities. For these efforts, J. Lohr was awarded the 2020 Green Medal Leader Award and has achieved “Certified California Sustainable” status for its vineyards and wineries each year since the California Sustainable Winegrowing Alliance (CSWA) first began certification in 2010. In fact, the company was one of the very first vineyards and wineries in the state to earn the Certified California Sustainable Winegrowing
distinction from the California Sustainable Winegrowing Alliance, reinforcing its position as a committed leader in sustainable viticulture.
J. Lohr’s Sustainability Ethos
Today, the J. Lohr team recognizes that sustainability means more than being just environmentally or economically responsible. It also means caring for the community, an ideology that can be traced back to Founder Jerry Lohr.
“We at J. Lohr recognize our opportunity to be an outspoken advocate for our surrounding communities in and beyond the wine industry,” said Chief Brand Officer Cynthia Lohr. “From our leadership in organizations including Women of the Vine & Spirits, to taking part in industry conversations on best practices to increase DE&I within the alcohol beverage community, we are constantly looking for ways to increase levels of diversity, equity, and inclusion within the beverage and alcohol industry.”
One such example is J. Lohr’s Touching Lives® initiative, which the Lohr family created in partnership with the family-run National Breast Cancer Foundation, Inc® (NBCF) to help raise awareness of the importance of early detection and women’s breast self-care. This initiative provides support for women who wouldn’t otherwise have access to breast cancer treatment services, including access to mammograms, patient navigation services, and the delivery of HOPE Kits (a gift box of comforting items) to women undergoing breast cancer treatment. This initiative pays homage to Carol Waldorf Lohr, Jerry Lohr’s wife of nearly 49 years who died of complications from breast cancer in 2008, and for whom wines from Carol’s Vineyard are named.
Leading Environmental & Policy Efforts
J. Lohr’s ecological endeavors don’t start in the fields and end in the bottle. With a history of nearly 50 years of sustainable farming, J. Lohr has long been committed to reducing its impact on the environment and improving its community. Currently, J. Lohr operates the largest solar tracking array in the North American wine industry at its Paso Robles estate vineyard, the same location that successfully reduced the amount of water needed to make one gallon of wine by more than half, from 3.5 to 1.3 gallons – a remarkable industry feat.
In addition, J. Lohr has installed a 920.7 KW flat mount solar power system at its Greenfield winery in Monterey County’s Arroyo Seco appellation that powers nearly 100% of energy needs at the location. Most recently, the winery’s allocation of six of its acres to the “Center for Irrigation and Management Information Systems” (CIMIS) statewide project, which presents an information system that allows any grower to calculate the appropriate coefficient of water use, went into effect on April 1, 2022.
From the use of sugarcane as a cork replacement given its compostable nature to its recent adoption of LYVE, a wastewater recycling system that efficiently cleans wastewater so it can be used directly for irrigation, to its collaboration with policy leaders and lawmakers in order to refresh outdated laws on irrigation processes, J. Lohr is at the forefront of sustainable efforts within and beyond the wine and grape space.
Sustainability For The Next Generation
In addition, J. Lohr continues to support future generations through its financial and thought leadership investments including the J. Lohr Vineyards & Wines Fermentation Room and the J. Lohr Wine Sensory Lab at UC Davis, as well as the new JUSTIN and J. LOHR Center for Wine and Viticulture at Cal Poly, San Luis Obispo.
As a premier, family-owned winery on California’s Central Coast that is responsible for crafting delicious and sustainable wines for every palate and price point, J. Lohr recognizes its responsibility to continue leading in innovative and sustainable practices. Through its ‘Take The Pledge’ campaign, J. Lohr is excited to expand its impact alongside its surrounding community and consumer base, as well as across all 4,000+ acres of its estate vineyards.
About J. Lohr Vineyards & Wines
Founded forty-eight years ago by Jerry Lohr and still family owned and operated today, J. Lohr Vineyards & Wines grows, produces and bottles a full line of internationally recognized wines from its more than 4,000 acres of Certified California Sustainable estate vineyards in Monterey County’s Arroyo Seco and Santa Lucia Highlands appellations, Paso Robles, and St. Helena in Napa Valley. Offering an expressive range of styles that showcases its estate fruit, J. Lohr crafts eight tiers of award-winning wines: J. Lohr Signature Cabernet Sauvignon, J. Lohr Cuvée Series, J. Lohr Vineyard Series, J. Lohr Gesture, J. Lohr Pure PasoTM Proprietary Red Wine, J. Lohr Estates, J. Lohr Monterey Roots, and ARIEL Vineyards. The company’s online home is jlohr.com.