Alcohol & Tobacco Tax & Trade Bureau issued the third in a series of advisories on health-related claims in bev/al marketing. The latest focuses on the word “clean” on wine labels.
In some cases, TTB said, the word is simply a descriptor of taste, as in “A clean, crisp taste.” In that usage, there is no problem. In other cases, however, TTB says “clean” is being used to suggest the beverage will have health benefits or mitigate health risks otherwise associated with alcohol consumption. For example, “X malt beverage is clean and healthy” or “Y vodka’s clean production methods mean no headaches for you.” Those claims, TTB says, would be considered to be misleading health-related statements.
Wine Institute is taking credit for the advisories, saying they follow a meeting between Institute and TTB staff a few weeks ago.