COOL the lifestyle – Pure The Winery, the first vegan and sugar-free wine on the market.

Pure The Winery is the result of a business adventure in the middle of a pandemic. Vegan wine (since at no point in its production does anything related to the animal world intervene) and without sugar that was born to challenge what is established. "We launched the product in April 2020 in a complicated global context and, although we fully trusted PURE, we did not know how the market was going to react," Yamila Ale, the brand's General Director in Spain and Latin America, tells COOL. A bet in a difficult time that is reaping rewards: it is currently sold in 18 countries (Europe, Latin America, Asia, Oceania...) and presents four options: red, white, sparkling rosé and white sparkling. One more proposal for wine lovers that can also be enjoyed without regrets.

An international team with years of experience

The The directors of this company are, for the most part, former members of Coca-Cola. « Our CEO, Martin Jansen, is a former CEO of the aforementioned company and lives between Holland and Dubai and, to top it all off, we have in the group PURE The Winery with our Chairman, Nick Rose, who was CFO of Diageo, for 11 years," he points out. Yamila Ale, General Director for Spain and LATAM , Argentine businesswoman with whom we chatted to discover from her hand all the details and ins and outs of this brand that has burst onto the market.

The team of MASHED POTATOES It is diverse, international and, they have plenty of courage. They dared to undertake innovation in a traditional sector, achieving good results in a few months. «We learned that there is room for innovation in the world of wine and it has been worth investing in a project of these characteristics. What unites us in PURE The Winery , after all, is the passion for wine,” the businesswoman tells us. «We are proud to have created an alternative that better suits a healthy lifestyle. Now we can enjoy our precious glass of PURE wine without feeling guilty: 0% sugar, 0% carbohydrates and only 55 Kcal per glass. In short, a unique wine in its category.

A wine of Piedmontese origin

With Italian origin, PURE The Winery emerged with the purpose of creating a new category within wine with which, in some way, satisfy the needs of today's increasingly demanding public. This was achieved by producing a product combining traditional techniques with an innovative procedure. With a fermentation where natural sugars are converted into alcohol through the use of special yeasts.

For this new project, the decision was made to select one of the best wine regions in Italy: Calamandra, in the Piedmont region. «The ideal location to harvest the varieties Pinot Noir, Pinot Meunier, Chardonnay, Sauvignon Blanc , Barbera and Merlot", with which authentic wines are made where "expert winemakers intervene to find four references that adapt to each occasion: white, red, sparkling white and sparkling rosé, all of them sugar-free, low-calorie and vegan.

Many times enjoying yourself should not be a difficult decision and PURE The Winery It addresses a pioneering audience ready for transformation. “We carry out a unique fermentation process from grapes with particular purity characteristics that ensure that the sugar is metabolized to become alcohol. Thanks to this technique, the wine maintains 10.5% Vol and loses all the sugar,” explains Yamila.

The first vegan wine

This wine not only allows us to enjoy with 'zero sugar' But it also has a unique feature: it is vegan. Throughout its production process and especially during clarification, no type of animal protein is used, which is why PURE becomes an ally for wine lovers who follow a vegan diet.

Its variants:

  • Red

With a ruby ​​color and violet nuances, this dry and
soft is perfect for any occasion. Its aroma offers
fresh and fruity notes of cherries and red fruits, with a
smooth final flavor. Grapes: Barbera and Merlot

  • White

This wine combines floral and fruity nuances. Full-bodied and fresh, it leaves a pleasant flavor on the palate, with a final touch of balanced acidity characteristic of its variety. Grapes: Chardonnay and Sauvignon Blanc.

  • sparkling white

Light pink in color with hints of orange, this sparkling wine offers aromas of citrus, flowers and red fruits. A wine with
body, soft, with fine bubbles and a pleasant acid touch
in the end. Grapes: Chardonnay, Pinot Meunier and Pinot Noir

  • sparkling rosé

With golden reflections, this sparkling wine offers fine
bubbles and a soft touch of acid at the end. A floral aroma and
fruity with a fresh fragrance which is complemented by
unique body and flavor. Grapes: Chardonnay and Pinot Meunier

In continuous expansion

«We continue to expand throughout Latin America. Which is very good news for the future projection of PURE» says the director of a company that looks to the future with hope and an air of prosperity. As their slogan says , this wine is, «Uncomplicated flavor. Sugarfree. Pure pleasure", health!