Marketing Euphemisms – Clean Wine

eu·phe·mism
/ˈyo͞ofəˌmizəm/
noun
a mild or indirect word or expression substituted for one considered to be too harsh or blunt when referring to something unpleasant or embarrassing.

We all know a euphemism when we see it (e.g., being downsized instead of being fired; a correctional facility instead of a jail).

Sometimes marketers get a bit carried away in creating euphemisms to enhance their story. For example, consider the term “clean wine.” The Wonderful Wine Co. is trying to latch onto the “clean diet” trend by calling their wine “clean wine.” Here is how they define a “clean wine”:

• PESTICIDE-FREE
• VEGAN
• LOW CARB
• LOW SUGAR
• PALEO
• KETO
• LOW SULFITE
• SUSTAINABLY-FARMED
• ORGANIC GRAPES (Grapes are certified organic by the CCOF whenever possible)

We’ve had wines produced in sustainable fashion using organic grapes that meets these attributes for a while now, so clearly “clean wine” is a marketing euphemism that lacks uniqueness.

Furthermore, they advertise that their wine tastes like:

• TASTES LIKE DOLPHIN RIDES AND BEING PROMOTED TO HEAD ASTRONAUT
• TASTES LIKE SHOOTING STARS, LONG NAPS, AND FINDING TWENTY BUCKS
• TASTES LIKE MAGIC HOUR, BEING RIGHT, AND BEATING THE HIGH SCORE

Trying too hard to sound trendy? I think so.