The Winepress Magazine - Spring 2014 - 26

"If I could capture the spirit of Paso Robles wine country in just one
word, I might choose the word 'brazen.' I apply this to the visionaries
including Gary Eberle, my father Jerry Lohr, and others, who early
on, held steadfast to the potential of the region's terroir to produce
vibrant, flavorful reds, to the vines themselves, which defy often
exceedingly harsh growing conditions only to reward us with ripe,
intense berries," said Cynthia Lohr.
In 2002, after years spent working outside of the family
business, Lohr joined J. Lohr Vineyards & Winery as the director of
communications. It was seven years later that she was named vice
president of marketing, where she and her dynamic marketing
team are in charge of all things communications. Her experience
and leadership allowed her to enhance the J.Lohr brand using her
knowledge of traditional and new media strategies in multiple
marketplaces - making her father's dream that much more of a
successful reality.
When Wine Enthusiast Magazine recently named Paso Robles the
2013 Wine Region of the Year, it came as no surprise to Lohr, as her
role as VP of Marketing has often positioned her to promote
the J. Lohr brand as well as the Paso Robles AVA. Lohr
is incredibly proud of this recognition, referring to
it often as "an entrée" to discussion about what
WHEN
makes Paso Robles so unique, and how this
WINE ENTHUSIAST
distinction underscores new opportunities for
MAGAZINE RECENTLY
area evangelism.
One such opportunity for Lohr arose in
NAMED PASO ROBLES
mid-2012 when Daniel Daou, proprietor and
THE 2013 WINE REGION
winemaker of DAOU Vineyards & Winery,
observed that Paso Robles' exceptional
OF THE YEAR, IT CAME
and age-worthy Cabernet and Bordeaux
AS NO SURPRISE TO
varietals were often overlooked by media
LOHR
and consumers in favor of like-varietals from
more traditional appellations. A few producers in
the area joined together to explore how they might
shed a spotlight on these wines grown and produced in
Paso Robles; thus, the Paso Robles CAB (Cabernet and Bordeaux)
Collective (PRCC) was born. Lohr represents her family's winery as a
founding member of the PRCC and is active on the Board of Directors.
Cynthia is as excited to share the discovery of Paso Robles as a
top destination for food and wine to the uninitiated as she is to the
aficionado, as she anticipates celebrating the concentrated, big, and
yes, brazen flavors of Paso Robles, with many.
J. Lohr Vineyards & Wine
Tasting Room 6169 Airport Road, Paso Robles
For information
Call
805-239-8900
Visit JLohr.com
26

THE WINEPRESS MAGAZINE SPRING 2014
The Winepress Magazine - Spring 2014

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