Brands need to stop pretending the vice they're selling is virtuous.
, it leans on the term clean almost like a next level up from “organic,” implying the booze has a purity not found in other wine. But without any trade organization or legal entity certifying what makes a product clean, it’s that gray area that marketers can exploit to make their product sound more virtuous. The slipperiness goes beyond broad terms like clean and organic, with some brands pointing to specific ingredients conveying a benefit to consumers.
Ketel One Botanicals, a flavored version of the Dutch vodka, is another example that could be problematic. The language used to describe it stops short of calling it “healthy,” but the main selling points are that it has no sugar, no artificial flavors or sweetener, no carbs and only 73 calories per serving.
“It’s confusing because there is some research that shows alcohol in small amounts can positively affect the body—especially heart health,” said Ginger Hultin MS RDN, registered dietitian nutritionist, owner of. However she notes the potential negatives, including elevated cancer risk and damage to the pancreas and liver.
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