What if all along, consumers have always enjoyed "natural wines", w few additives, hazy in appearance, with bits of grape pulp, skins, yeast and bacteria cells idly settled to bottom of their cup? What if that was the norm?

Instead, as the wine industry became big business in the past 40 years, winemaking craft evolved, being led in part by 3rd party (non vineyard or winery) industrial additive suppliers, and wine critics ready to trumpet the new "clean and clear" style.

Part of SFMOMA's 2011 Exhibit, "How Wine Became Modern", included a display of additives.