J. Lohr Vineyards & Wines unveiled new packaging for its J. Lohr Vineyard Series tier. The vivid new package reflects the importance of these wines in the company’s portfolio, while also differentiating them from the winery’s popular J. Lohr Estates wines, it says. To convey the elevated position of the super-premium J. Lohr Vineyard Series wines, new pressure-sensitive labels feature a rich olive label for white wines and a plum label for red wines. Additionally, the name is stylized in gold script, and an easy-to-read appellation designation in white, all balanced with the winery’s J. Lohr logo, the company explains. The new packaging began appearing in markets in August with the release of the 2017 J. Lohr Hilltop Cabernet Sauvignon. The line will continue to roll out throughout 2019 and 2020 with the release of each new vintage. “While our J. Lohr Estates wines have earned their reputation as benchmark expressions of Monterey County and Paso Robles winemaking, our small-lot J. Lohr Vineyard Series wines focus on carefully delineated, small vineyard blocks that we have farmed for decades within both regions,” Founder Jerry Lohr said in a statement. “Before we embarked on this redesign, we sought input from trade partners, sommeliers and customers. They gave us clear feedback that our new packaging should enhance the exceptional quality of what’s in the bottle, and that it should be easy to differentiate the J. Lohr Vineyard Series from J. Lohr Estates. There is a timeless elegance to the new design that achieves both goals.”