by Dwight Furrow
Actress Cameron Diaz and her business partner, the entrepreneur Katherine Power, have been all over various media promoting their new product Avaline, a white wine and a rosé, which they bill as “clean wine”. This has stirred up a hornet’s nest of controversy. Here is how they describe this very sanitary liquid:
Winemakers are legally required to disclose very little about their wines. Those disclosures only reveal information such as growing and bottling locations, whether the wine contains sulfites, and the percentage of alcohol. There’s no obligation to tell you how their grapes are grown or to name any of the more than 70 additives that are used in the winemaking process to alter the taste, color, and mouthfeel of what is in your glass.
We believe in holding our wine to a higher standard. Here’s to a new class of beverage: delicious taste, clean ingredients, bold transparency.
Wine writer Alder Yarrow calls this a “commercial scam” and most serious wine enthusiasts are treating this notion of “clean wine” with a good deal of skepticism.
So what is all this controversy about and should anyone care? Read more »