You may have heard the term “clean eating,” which seems to mean that you are on a healthy, healthy diet, not fast food. But what about just drinking? This is a big trend in the beverage industry to coincide with the booming wellness industry. But what exactly is pure wine? And should you drink it? The answer (as with some pure wines) is actually a little cooler than you might think.
Wine labeled “pure” seemed to be popping up everywhere. One of the most famous recent examples is Cameron Diaz and Avaline of Catherine Power. The duo say they created the brand with transparency in mind, especially after learning some very common wine making practices. For example, “fining” – a process commonly used to clarify wine – could include a number of animal products, according to PETA. Popular animal-derived fines used in wine making include blood and bone marrow, casein (milk protein), chitin (shellfish fiber), egg white (derived from protein), fish oil, gelatin (protein from cooked animal parts) and Isinglass (gelatin from fish bladder membranes), “explains the animal welfare organization. Such a process ultimately makes this wine unpleasant for people with a vegan lifestyle.
For grapes like Avaline, the term “pure” can also mean the way the grapes are grown or grown (ie organic, sustainable, or biodynamic). The wine brand’s website states that 95% of the world’s vineyards are non-organic. Pure wine can also mean that no “sugar, color or concentrate” has been added. While Avaline explains the definition of the term, the brand also says that “there are no official criteria for what makes wine” pure “because the category has not been defined,” meaning that this practice is not applicable everywhere for grading wines. you are so.
Coly Den Haan, a certified sommelier and owner of Vinovore in Los Angeles, believes the definition is similar to the definition of another major trend – natural grapes. “Pure” refers primarily to “natural” wine, which by itself does not have a certified definition, “he said.” Most of my colleagues and I agree that natural wines are made from the use of organic and / or biodynamic farming, sustainable practices with no added chemicals or additives, minimal or no added sulfur, natural and unfiltered and unrefined yeast. “
Rather than using terms like “pure” or even “natural,” professionals like Den Haan prefer such wines over “minimal distraction,” meaning that the term does not include additional practices often aimed at enhancing the taste of many wines widely used on the market. “Just like anything you put into your body, the more things are processed, the worse you will feel and the less good it is for you,” he explained. Wine sellers who practice this method with minimal intervention produce naturally lower levels of sugar and alcohol, which wine experts say can help prevent hangovers and provide a “clean, beautiful, and strange” taste.
Mia Van De Water, master sommelier and assistant manager at Cote NYC, is also wary of promoting the term “pure” in the wine industry. “[It’s] a marketing term,” he said. There is no convention around the term and it seems that most brands supporting this idea would like to include other marketing terms such as “low sugar” and “low sulfite” and “keto friendly” which also have no legal definition. . “”
Additionally, winemaker Steve Smith says many winemakers use methods that can be considered pure – they are not labeled as such. “Many of us in the world of fine wines use natural grape growing and making methods, and no additives other than small amounts of sulfur dioxide, to prevent spoilage – such as so-called pure wine,” he said. “We don’t make big claims: that’s what we do because it’s the right thing to do.” However, Smith didn’t think the term had to be negative either. “This pure wine made us think about how we can make the way we make our wine completely transparent for consumers to know,” he added.
So, let’s say you want to make sure the wine is pure the way you expect it to be from marketing. What can you look for as a user? “Let’s just say the best option for the buyer is to go to the right place,” said Den Hahan. “Again, there are no certified natural wines, but since most are made in much smaller quantities than traditional wines, you probably won’t find them at the grocery store.”
And Van De Water agrees with the idea of focusing on smaller, independent producers and businesses. He explains that you can look for organic or biodynamic practices – both of which are more strictly regulated. Instead of just being driven by marketing, he suggests connecting to a quality wine shop in your neighborhood and comparing them to how to buy the best produce at a farmers market versus a supermarket. “Buy wine from people who make it with purpose and passion – you’ll drink better for it,” he said.