According to the sfchronicle

“Clean wine,” as a marketing ploy, was just waiting to be exploited by some opportunistic company. How could it not be? We’ve seen the astonishing success of “clean eating” as a sales tactic — it’s worked for mega-brands like Panera and Campbell’s Soup — not to mention the growing popularity in recent years of natural wine, with its no-additive, full-transparency mantra.

So it seemed inevitable that someone would come along and capitalize on the “clean” allure to hook mainstream wine drinkers, whether or not the wine in question could truthfully be described as clean.

Read more at source: sfchronicle