Pure booze?

The Alcohol and Tobacco Tax and Trade Bureau asked for comment on whether the regulations limiting the use of the word “pure” on labels or in advertising of distilled spirits should be changed.

Currently, “pure” can only be used if it refers to a particular ingredient in the distilled spirit and is a true representation about the ingredient; if it is part of the bona fide name of the company holding the permit to produce the spirits or the retailer for whom it is being bottled; or is part of the bona fide name of the permit holder who bottled the spirits. These restrictions do not apply to beer and wine.

TTB wants to know:

• What the term “pure” means to consumers;

• If the regulations should cover variants of the word pure such as purist or purity or just “pure;”

• If use of terms or claims like “pure whiskey” would mislead consumers;

• If similar terms on wine or malt beverages would mislead consumers;

• How “pure” should be defined and how TTB could substantiate the claims;

• If “pure” should be allowed on distilled spirits labels if a standard is met and what that standard should be;

• If “pure” and its variants should be prohibited on labels of wine and malt beverages.

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