Why We're Retiring the Word "Clean" (But Not What It Stands For)
If you've been with us from the very beginning, you know our wines have always been made with minimal intervention, nothing artificial, and a whole lot of love and care. In the beginning, we launched with the word clean to sum that up.
But here's the thing: the TTB — the government agency that regulates alcohol labels and marketing — doesn't love it. Why? Because "clean" can sound like we're saying other wines are "dirty," it can ben seen as an unapproved health claim, and it can be considered misleading.
And it's not just the TTB. Google, Instagram, and other platforms have also started flagging or limiting alcohol ads that use "clean" in the copy. That can hurt how often our posts and ads get shown. Visibility matters, and if we want to keep connecting with the people who love our wines, we've got to pivot.
Our distributors, sales team, and retail partners agree it's time for a fresh look — one that still celebrates our philosophy but plays nice with everyone in the wine world (and the internet).
We're saying goodbye to "clean" — not the wine philosophy, just the word.
New name, same pour — just ditched the word "clean."
The wine stays. The word "clean" goes.
We're still minimal-intervention magic.
A Change That Started With Synchronized Swimming Rosé
When we first released Synchronized Swimming Rosé, it was part of a gradual shift toward branding that reflects our style without relying on the word "clean." That wine set the tone: minimal-intervention magic, but with a playful, modern name that stands on its own.
Now it's time for Notte Bianca and Notte Rosa to follow suit.
Same Wine, New Name. Same Heart.
The wine hasn't changed. You'll still get the same sustainably grown grapes, careful winemaking, and nothing artificial — just dressed up in a new name and look that better reflects our personality and philosophy.
We wanted something that:
Celebrates simplicity — because the best things don't need to be complicated.
Honors craft — a nod to the skill, tradition, and patience that go into every bottle.
Brings a little Italian flair — because our wines deserve names as beautiful as the places they come from.
This is about telling our story in a way that's true to us, while removing any unnecessary red tape or algorithm drama.
Pour Yourself a Glass and Join Us in This New Chapter
What's inside the bottle is exactly the same. We've simply traded a buzzword for something that lets the wine speak for itself. Here's to Notte Bianca and Notte Rosa — and to being even more true to who we are, and to you all, the people who make every glass worth pouring.
Same wines. Same mission. Just names that tell our story even better — minimal intervention, maximum enjoyment.
