Epicure (Indonesia)



The last few years has seen many wine brands marketing themselves as healthy or clean – several backed by celebrity endorsemen­t. These brands are cleverly marketed, but their claims require scrutiny.

• Nanakatva is an offshoot of Goop, founded by Gwyneth Paltrow, which claims to be good for the soul, with Paltrow commenting that she feels her “chakras opening after a glass or two.”

• Co-founded by Cameron Diaz, Avaline describes itself as “clean” wine with implied health benefits.

• Pure The Winery promotes itself as a healthy alternativ­e with sugar- and carb-free claims.

• Similarly, Dry Farm Wines markets itself as “pure natural” wine through comparison­s to other wines.

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