Dr. L Riesling Celebrates 30 Years with New Website Launch

Ernst "Erni" Loosen's revolutionary Dr. L Riesling unveils an approachable new website to mark the milestone

BERNKASTEL-KUES, Germany, Sept. 10, 2025 /PRNewswire/ -- Loosen Bros., headed by internationally renowned German winemaker Ernst "Erni" Loosen and his brother Thomas Loosen, is excited to announce a new website launch for the pioneering Dr. L Riesling brand. This launch coincides with the 30th anniversary of the project and the wine's first vintage, 1995, which set the stage for a true Riesling revolution.

In the mid-1990s, German Riesling was at a crossroads. The wines became misunderstood and were seen as too sweet or overly complicated. Erni Loosen revolutionized how the world sees Riesling, flipping the script with Dr. L and the variety globally. This wine was unlike any other Riesling: fresh, approachable, and crafted for the modern palate. Even the label was a statement, stripped down to just the essentials: logo, variety, vintage — a radical shift from traditional German wine labels. Dr. L became a trailblazer, proclaiming that Riesling could be uncomplicated, engaging, and globally relevant. Its crisp profile, distinctive branding, and vibrant style has made it one of the most successful and widely recognized wine brands on the planet.

"We are thrilled to bring the new Dr. L website to Riesling enthusiasts around the world, while also celebrating 30 years of the wine that launched a revolution," notes Erni Loosen. "Riesling is synonymous with my family's history and my home in the Mosel. I am passionate about sharing high-quality Riesling with wine lovers, and I see Dr. L as our global ambassador."

For more than 220 years, the Loosen family has cultivated vines and crafted wines in Germany's Mosel Valley. Building on that heritage, Erni Loosen launched the Dr. L brand in 1995 to showcase a classic Mosel Riesling — sourced from small growers, crafted to his exacting standards, and designed to be both approachable and modern in style. The result quickly resonated, making Dr. L a top-selling wine in over 80 countries, including the United States, where it is the number one German Riesling in its price category. Today, the lineup includes the Dr. L Riesling, Dr. L Riesling Dry, Dr. L Riesling Gray Slate, Dr. L Riesling Sparkling, and two alcohol-removed wines: Dr. Lo Riesling and Dr. Lo Riesling with Bubbles.

The new website is user-friendly, engaging, and built to connect with today's consumers. It features a look at the Dr. L story, information on the wines and where they come from, and cocktail, mocktail, and food recipes with wine pairing ideas, all wrapped in a fun, colorful design and layout that perfectly matches what Dr. L is all about.

For more information about Dr. L Riesling, please visit the new website at www.drlriesling.com. Dr. L is imported into the United States by Loosen Bros. USA.

About Loosen Bros.: 
Loosen Bros. ("Gebrüder Loosen" in German) is Ernst (Erni) Loosen, of the renowned Dr. Loosen estate, and his younger brother, Thomas Loosen. Together, the brothers work with small growers throughout the Mosel region to source fruit for an introductory range of wines, which are vinified by the same highly skilled cellar team that produces the Dr. Loosen estate wines. Very strict quality standards require that the growers improve their viticulture in order to sustainably grow the healthy, perfectly ripe fruit that Erni and Thomas want for these wines.

Media Contact: 
Erin Healy
[email protected] 

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SOURCE Loosen Bros.