In most of the American food and beverage industry "Natural" means basically nothing.
You're saying that's different for wine? Or, that's the label the best wines use, but it still doesn't necessarily mean anything?
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Natural wine is a specific thing, but there's no regualtion around it in the US. Its also not really on labels. I dont think that is abused too much, so youre doing well if you find it and buy it.
The word natural definitely means a hell of a lot more in wine than in the rest of the food industry