J. Lohr expands its holiday outreach with an English-Spanish national campaign

J. Lohr Vineyards & Wines is launching its first bilingual national campaign in 2026. Announced on October 22, the Holiday Favorites initiative brings together recipes, wine pairings, and retail and digital experiences in English and Spanish. According to the company’s description, the goal is to extend its seasonal storytelling to more consumers and communities.

One campaign in two languages

The defining feature of the initiative is its bilingual, national approach. Compared with J. Lohr’s previous seasonal communications, Holiday Favorites offers broader language access by making campaign content available in both English and Spanish.

The information provided does not clarify whether every element will be identical in the two languages or whether some material will be adapted separately for the communities being addressed. No further details have been disclosed about the campaign budget, exact duration, geographic focus, or intended audience segments.

Connecting recipes and wines across channels

Holiday Favorites combines recipes and related wine pairings with retail and digital experiences. The structure means that seasonal content will not be limited to a single communications channel. Instead, it brings together several environments in which consumers may encounter J. Lohr’s offerings.

The announcement does not identify the featured recipes, the wines selected for pairing, participating retail partners, or the digital platforms involved. It also provides no information about the format of the in-store activities or how those experiences will connect with the campaign’s online content.

Broader access marks the milestone

For J. Lohr, the campaign’s significance lies primarily in its status as the brand’s first national initiative to organize holiday communications within one bilingual framework. The announcement emphasizes the ambition to reach more consumers and communities, using language access and multiple engagement settings as the central elements of that expansion.

However, no performance targets, measurement methods, or early results have been reported. The campaign’s actual reach and effectiveness therefore cannot yet be assessed from the available material. What is clear is that the 2026 program places English and Spanish content at the center of J. Lohr’s seasonal outreach while combining editorial, retail, and digital components.

The original report was published by Wine Industry Advisor.