Good Clean Wine just doesn’t seem to get it.
Following the launch of Avaline, Cameron Diaz and her business partner Katherine Powers parody of an honest, transparent product, the wine industry has been rightfully quick to point out how and why ‘clean wine’ is problematic. Writer, Sophie Griffiths of Vignette Wine, points succinctly to its disingenuous claims, (Avaline itself by any objective standards is a conventional wine), lack of transparency and the unsettling image it projects of the wine industry as a whole. Optimistically surfing Diaz’s wave, laden with millennial buzzwords, is Good Clean Wine, the brainchild of Courtney Dunlop and Elle Feldman. Following an unimaginably embarrassing Forbes article, in which the pair took turns to shit on the wine industry, I launched a tirade on social media. From claiming ‘toxic gunk’ in wine causes hangovers to their suggestions that winemakers simply ‘throw a bunch of junk in the wine’ as it ferments’ I decided they needed to be challenged. In the name of transparency, I was of course immediately blocked, as were many others. Critical comments were deleted from their Instagram page and the initial Forbes article edited retrospectively. Perhaps evidence of the pairs reflection? Alas, this was not to be the case. In a further Forbes article, the two double-down on their misinformed, misleading and frankly troubling insinuations about the wine industry and consumer health. Seeing as though the team at Good Clean Wine just doesn’t seem to get it, in this article I will spell out exactly what’s wrong with their brand and how they market it.