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US bans the use of 'clean wine' on labels

Clean wine implies that the wine is untainted and healthy, but the American Alcohol and Tobacco Tax and Trade Bureau (TTB) has warned against the term for its misleading health benefits.

Tom Hogue of the TTB states that regulations do not define the word ‘clean,’ and we do not have standards for the use of the term on labels or in advertisements. Thus, consumers should not interpret the term as meaning that the beverage is organic or has met other production standards set by TTB.

Clean wine could be used as a marketing term to imply purity, or can be used in tasting notes such as clean and crisp acidity. But Tom said In other cases, the term is used together with other language to create the misleading impression that consumption of the alcohol beverage will have health benefits.