Pure wine is nothing more than a marketing ploy that exploits consumers’ ignorance of how wine is made. This concept has long been tried and tested in cosmetics, and now cynical traders are applying it to wines, declaring their product “pure”, meaning it is made to a health standard that should be higher than other wines – belittling those in the process.
There is no “pure” wine because it contains alcohol. “Pure” grapes cannot be compared to natural grapes, which, without a legal definition, usually means that grapes are made from grapes grown with low environmental impact and preserved with or without additives or with as little as possible, especially the preservative sulfur dioxide.
In some ways, most of these wines are much purer than what is labeled “pure.”
Affected consumers are better off looking for wines that are certified organic, biodynamic or sustainable.