The 2026 Holiday Favorites campaign brings together recipes, wine pairings, and retail and digital experiences in English and Spanish, extending J. Lohr’s seasonal storytelling to more consumers and communities.
October 22, 2026 — J. Lohr Vineyards & Wines, a family-owned California winery with more than 50 years of family winegrowing, is inviting consumers to “¡Celebremos los recuerdos más preciados y los momentos mágicos!” (“Celebrate treasured memories and magical moments!”) this holiday season. Expanding its annual holiday program with a Spanish-language experience, J. Lohr celebrates the foods, music, movies and gatherings that become part of family traditions.
According to Purdue University, the share of potential wine consumers who are nonwhite will reach approximately 40% by 2028, with nearly one in five potential consumers of Hispanic descent. The campaign builds on J. Lohr’s ongoing work with diverse voices across events, advertising, social media, and creator partnerships, offering Spanish-speaking consumers more ways to engage with a brand many already enjoy.
“Many holiday traditions are anchored in food, wine, music, friends and family,” said J. Lohr Co-owner and Chief Brand Officer Cynthia Lohr. “Incorporating a Spanish-language and experiential component to our national campaigns spotlights the rich cultural heritage of the many families who help cultivate and craft these wines and is reflective of both our family values and the greater constellation of wine consumers.”
At the center of the campaign are two holiday pages, jlohr.com/holidays in English and jlohr.com/fiestas in Spanish. Both feature recipes, wine pairings, and a four-question interactive tool that delivers personalized recommendations based on visitors’ preferences. Consumers can also vote for their favorite holiday songs, cookies and movies, contributing their own favorites to the seasonal celebration.
Key Campaign Highlights:
- Holiday Recipes & Pairings: Festive recipes offer inspiration for the holiday table, including Lolly’s Roast Chicken with Sage Stuffing paired with J. Lohr Estates Riverstone Chardonnay; Braised Painted Hills Beef Short Ribs with Mushroom and Fig Risotto and Cabernet-Olive Jus paired with J. Lohr Estates Seven Oaks Cabernet Sauvignon; and Salvadorean-Style Empanadas paired with J. Lohr Arroyo Vista Chardonnay. Additional recipes will be shared throughout the campaign.
- Bilingual Retail Materials: Shelf talkers, bottle neckers, and case cards available nationwide feature QR codes connecting shoppers to the English- or Spanish-language campaign webpage.
- J. Lohr “Gather Around the Table” Sweepstakes: Entries open November 2 and close on December 6. Ten Grand Prize winners will each receive a gourmet stainless steel roasting pan, a digital meat thermometer, and a $75 Visa gift card.
- Community Giving: Reflecting J. Lohr’s commitment to the communities where its teams live and work, J. Lohr invites consumers to participate in holiday toy drives supporting Family Giving Tree, Operation Blue Santa, and Toy Bank of Greater Paso Robles. These organizations serve neighbors across Silicon Valley, Monterey County, and San Luis Obispo County.
For more information on J. Lohr Holiday Favorites / J. Lohr Favoritos De Las Fiestas, visit jlohr.com/fiestas or jlohr.com/holidays.
About J. Lohr Vineyards & Wines
Founded fifty-two 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 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 showcase 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 Paso® Proprietary Red Wine, J. Lohr Estates, J. Lohr Monterey Roots, and ARIEL Vineyards. The company’s online home is jlohr.com.
