In her Instagram video, the beautiful Cameron Diaz is sitting with friend Katherine Power, wine in hand.

“We’re girls, we love our rosé” she starts.

I cringe and start to dread what’s coming as they discuss their quest to make wine healthier. “But wait,” they ask. “Isn’t it just grapes?”

Alas, they find out modern winemaking has progressed, and yes, there are other things used to make wine.

They’re utterly shocked at this “lack of transparency” so they decide to make a wine, call it Avaline (which let’s be honest, sounds like a skin care product) and call it ‘clean.’

So what the hell is ‘clean wine’?

They say it’s wine that’s “transparently produced, full of natural goodness (and) free of unnecessary extras.”

Let’s dive in shall we?

“Free of unnecessary extras”

Sorry but this is straight up BS. Avaline is made in large volume to be a wine with a clean, crisp flavour – and this is literally only possible with those “unnecessary extras”.

True wines without ‘extras’ are called natural wines; they’re textural and funky. Some are great, many taste like dirt.

Here’s what’s used to make Avaline: sulfites, pea protein, cream of tartar, yeast, yeast nutrient and bentonite.

Simply put, more than just grapes; more than most low-intervention winemaking; and, well, about the same as most quality wines on the market.

“Transparently produced”

Foodies and clean eaters want to know where their food comes from right? Basic transparency 101, so I try to find out where this wine has come from.

Most bottles in their price range will tell you the region, some will tell you sub-region or even the exact vineyard; and if you go to their website it’s highly likely you’ll learn about how they’re grown, the climate and soil.

All I can find out about these grapes is that they’re organic and the country they’ve come from (which, by the way, isn’t her local region – she’s importing them from overseas.)

For a wine brand claiming to scream transparency, it’s odd they leave out this information, I guess they were trying to leave space to tell us the more important things like that it pairs well with “the warmth of the sun and company of your best friend.”

“Full of natural goodness”

It’s alcohol mate. I’m not even dignifying this with a response.

You can see why the wine industry is upset.

Diaz is essentially selling a wine made using conventional additives and processing aids from who-knows-where-from grapes and using her platform to promote it as ‘clean wine’, ultimately inferring other wines are dirty.

I regret to say, it will probably work. A quick survey of friends who checked out her website was enough to confirm that.

So, if Diaz’ wine caught your interest, here’s some options to try instead:

1. For a healthy beverage, have a smoothie – let’s not pretend alcohol is something it’s not.
2. For a lower-intervention wine – spend over $30 and choose a smaller producer, fair chance it won’t have many additives.
3. Interested in actual natural wine? Hit up a wine bar and see what they’ve got on offer.

This will help the industry and your local producers, rather than your money going towards helping a bored celebrity buy another yacht.