Wine Country
ARIEL Vineyards Remains a Leader in Alcohol-Free Wine Industry
Photo by J. Lohr Vineyards & WinesThere’s been a noticeable shift in drinking habits over the last several years, with younger adults now consuming 20 percent less alcohol than previous generations at their age. And businesses are taking notice, with mocktails and other spirit-free beverages becoming more common on menus and shelves. But it’s safe to say that the folks at J. Lohr Vineyards & Wines have been ahead of the curve on this recent trend: they first offered their alcohol-free wine brand, ARIEL Vineyards, in 1985.
It all started with Jerry Lohr, who in the 1970s founded J. Lohr with a vision for producing wines from the then unexplored appellations of California’s Central Coast. But his aspirations didn’t end there; he saw an untapped opportunity in wines without alcohol. He and his winemakers patented a reverse osmosis technique to remove the alcohol from their wines, and ARIEL was born.
“I’m grateful my father had the foresight to make a conscious investment in nonalcoholic wines. He never wanted to compromise on quality but felt it was important to have an option that’s fully inclusive,” says Cynthia Lohr, J. Lohr’s co-owner and chief brand officer. “Even if you don’t want alcohol, sometimes you want to have the ritual of drinking a glass of wine.”
While ARIEL has made several varietals over the years, it is currently making just two, both classics: chardonnay and cabernet sauvignon. The grapes are sourced from J. Lohr’s extensive Certified California Sustainable estate vineyards, and the wine is fermented and aged before undergoing its gentle, heat-free transformation prior to bottling. The aromas, flavors and colors of the end products remain the same as they were before the reverse osmosis; all that’s missing is the alcohol, not to mention a significant number of calories.
Late last year, the team at J. Lohr decided the time was right to launch a rebrand. The bottles are now packaged with updated screw cap closures and new labels featuring botanical illustrations to match the essence of the line’s namesake, Shakespeare’s ethereal spirit Ariel from The Tempest. But the renewed look was also chosen to evoke wellness and vibrancy with a hint of whimsy, something that Lohr feels resonates with modern, health-conscious consumers. And if you want to take the whimsy further, she suggests incorporating these wines into mocktails; you can find some recipes on ARIEL’s website. “We’ve all gotten so creative,” she says, referring to how the low-alcohol and alcohol-free movement has gained traction alongside interest in craft beverages. “It’s fertile grounds.”
ARIEL Vineyards wine is available for purchase online and can be shipped to all 50 states, but it’s also on store shelves throughout the Bay Area, Marin included. And of course, it’s available to try at J. Lohr’s tasting rooms in San Jose and Paso Robles. The tried-and-true brand is getting recognition on a national level, too; USA Today named it one of the top 10 nonalcoholic wines in 2024, an impressive credit for a veteran brand in a rapidly expanding category. But ARIEL is no stranger to competition. In 1986, the since-retired blanc was judged against traditional table wines at the Los Angeles County Fair (now the L.A. International Commercial Wine & Spirits Competition) and took home the gold medal. These trendsetters clearly know what they’re doing.
