Just a few months ago, actress and author Cameron Diaz launched her vegan, clean, and organic wine brand, Aveline.
And just today, I heard of Snoop Dogg’s new collaboration with the Australian wine brand, 19 Crimes. 19 Crimes takes its name from the full list of infractions that would result in automatic exile for an 18th century Englishman. The offenders were famously sent to sea, destined for a continent on the opposite end of the Earth. Once reviled criminals, they would eventually be celebrated as founders of Australia.
In CNN’s interview with Snoop Dogg, Snoop indicated that his reason for signing on for the partnership with 19 Crimes was that it aligned with his support of prison rehabilitation in that “it represents and celebrates second chances.”
While I will admit, I have not tasted Cameron Diaz’ Avaline or Snoop Dogg’s 19 crimes, both celebrities draw attention to social and environmental causes bigger than just a glass of wine.
At the end of the day, having a great tasting product is no longer enough. It’s about using your dollars as a vote for the food systems you believe in. While Ms. Diaz has been under scrutiny given the use of terms like “clean” and “natural”, her effort to promote a wine brand committed to being vegan, made with organic grapes, and free of sugar, colors, and concentrates is laudable. If nothing else, it has started a conversation (and a heated one at that.)
Ultimately, I believe that consumers have a right to know what’s in the products that they buy- and this includes wine. I also believe that marketing terms should be defined- if not on the label, then on the website. I also am a strong believer and proponent that sometimes what’s NOT on a label is what’s most important. Additionally, celebrities can shine a light on social causes and environmental causes worthy of additional discussion. I can toast to that.