The News
J. Lohr Vineyards & Wines has introduced a redesigned label for its Seven Oaks Cabernet Sauvignon, emphasizing the wine's Paso Robles origin with the release of the 2023 vintage. The update highlights the brand’s leadership in the premium Cabernet category and reinforces its role in promoting the region’s identity through industry involvement.
The Takeaway
Paso Robles Identity: J. Lohr is doubling down on highlighting the Paso Robles origin of its Seven Oaks Cabernet with a redesigned label, which not only reinforces regional pride but also aligns with consumer interest in terroir-driven wines. The 2023 vintage marks this shift, making it clear that the wine’s character is deeply tied to the region's soil and climate.
Brand Legacy: The move underscores J. Lohr’s long-standing role in shaping Paso Robles’ reputation as a premier Cabernet region. Jerry Lohr helped establish key industry groups like the Paso Robles CAB Collective, which has been instrumental in defining and promoting the area’s unique identity—now reflected in the new label that emphasizes this heritage.
Consumer Clarity: By making the Paso Robles origin more prominent on the label, J. Lohr is addressing a growing trend among wine drinkers who are increasingly seeking transparency about where their wines come from. This change could help attract both loyal fans and new consumers looking for authentic regional expressions of Cabernet.
Original Press Release
J. Lohr Vineyards & Wines announced today a refreshed look and package for its J. Lohr Estates Seven Oaks Cabernet Sauvignon—America’s #1-selling Paso Robles-grown Cabernet. With the just-released 2023 Seven Oaks vintage, the bottle displays a striking new label that maintains this classic wine’s well-known shelf presence while spotlighting its Paso Robles origins. The package evolution of this J. Lohr flagship red reinforces the brand’s leading role in the premium Cabernet category on retail shelves and restaurant lists around the country.
Jerry Lohr planted his first Cabernet vines in Paso Robles in the 1980s. Over the years, his vision helped build the region’s reputation and success through Lohr family leadership in industry organizations such as the Paso Robles Wine Country Alliance and the Paso Robles CAB Collective; the Lohr family also played an instrumental role in identifying and establishing Paso Robles’ eleven sub-appellations.
The 1987 vintage was Seven Oaks’ inaugural bottling. Along with the winery’s popular Riverstone Chardonnay, it was the original release in the famed J. Lohr Estates tier of wines. Seven Oaks’ trademark Paso Robles profile of rich cherry, plum, and berry aromas and flavors, backed by dense yet soft tannins and a light touch of vanilla and oak from authentic barrel aging, has stood the test of time. Seven Oaks is all about balance—none of these attributes outshining the others—all working in harmony in America’s favorite Paso Robles-grown Cabernet.
“We never take shortcuts with Seven Oaks,” says Steve Lohr, the winery’s president & CEO. “From select fruit grown on our family-owned, Certified California Sustainable vineyards to authentically aging the wine for twelve months in oak cooperage, we take ownership of every step of the winegrowing process—from soil to cellar to bottle. We are committed to Seven Oaks’ decades-long track record of exceptional Cabernet quality at a reasonable price.”
The new Seven Oaks front label’s deep maroon color beautifully frames its large, centered, gold-accented “Paso Robles.” This visual treatment is an important quality indicator, as consumer preference has made Paso Robles the number one non-state appellation for Cabernet Sauvignon in both volume and revenue.* The back label proudly authenticates Seven Oaks’ true oak-barrel-aged character. The Certified California Sustainable seal attests to the Lohr family and J. Lohr team’s long history of conscientious winegrowing. Steve Lohr adds, “With this package evolution for our best-selling wine, we look to further highlight Seven Oaks’ Paso Robles pedigree for our valued distributors, retailers, restaurateurs, and fans.”
The J. Lohr Estates Seven Oaks Cabernet Sauvignon is distributed nationally and internationally in standard 9L cases of 750ml bottles. It is also available in 3L, 1.5L, and 375ml bottle sizes, and is offered for on-premise in reusable stainless-steel kegs that reduce packaging waste and lower the carbon footprint compared to single-use bottles. More information on Seven Oaks’ label evolution and history is available at jlohr.com/sevenoaks.
Source: BevNET