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JULY NEWS Is Making Vegan Wine Difficult? Many filtering and fining agents are animal-based, but alternatives exist S an Martin, Calif.—At first glance, wine produced from grapes or other fruit would by definition be vegan. But the recent launch of the Vegan Vine Wine Club calls that assumption into question. Vegan refers to a strict vegetarian who consumes no animal food or dairy products. Many wines are not strictly vegan because animal-derived products are used for fining or filtering. Common filter/fining materials including isinglass (fish derived), gelatin, egg whites or milk protein caseins—even if only trace amounts remain in the finished beverage—are "not appropriate for the vegan lifestyle," according to Gary Smith, principal of Evolotus PR, a Los Angeles, Calif.-based agency that works with many animal-protection organizations and nonprofit groups. "Even a lot of long-time vegans don't know this," said Smith, a practicing vegan for many years. "Each vegan has to deal with the minutia," Smith continued. "You buy organic veggies, but your cat can't go vegan: It's not healthy. Everybody makes their own decisions. It's impossible to live in the world and not harm animals. You do the best that you can." Clos LaChance, a 60,000-case familyowned winery in San Martin, Calif., decided to make it easier for vegan imbibers. After a discussion with a vegan cousin during a family vacation two years ago, Clos LaChance created The Vegan Vine and began to market Sauvignon Blanc, Chardonnay, Cabernet Sauvignon and red blends under the label. winesandvines.com With enthusiastic Learn more: distributors, and Search keywords "Vegan wine." the energetic promotion efforts of partner and ambassador John Salley, a former NBA champion, Vegan Vine has already sold through some 5,000 cases. Launching a vegan label wasn't much of a stretch for Clos LaChance. Its 150-acre estate vineyard and its production facility are certified sustainable by the California Sustainable Winegrowing Alliance. Moreover, said director of marketing Cheryl Murphy Durzy, "We fine all of our products with bentonite clay," a vegan-approved material. So no changes were needed to produce The Vegan Vine at Clos LaChance—the entire facility is certified by Vegan Action. Durzy is encouraged by consumer and distributor reception so far and would be happy to see The Vegan Vine grow to a 50,000case business. "We hadn't thought to make it widely distributed, and we're just ramping up in different markets. We just solidified an agreement with Young's Markets in Califor- nia." She credited Salley with jumpstarting recognition for the brand. Having a 7-foottall, charismatic celebrity and hardcore vegan as a public face gives the brand a real leg up, Durzy said. The Vegan Vine wine club will ship to members quarterly at a discount. —Jane Firstenfeld © 2013 StaVin Inc. For over twenty years we've searched the world to source the very finest oak known to wine. Our hikes through numerous forests in countries on two continents have yielded findings some winemakers consider treasure. Such travels have shown us the rewards of perseverance, and the importance of variety. Because even the most delicious wines don't always taste the same. ® StaVın Inc, P.O.Box 1693, Sausalito,CA 94966 (415) 331-7849 f (415) 331-0516 stavin.com Win es & Vi n es JU LY 20 13 19