On a first sip, I wrote: clean, purity, energy and zing.

WSJ: Will Lyons on Wine: A New Taste for Old World Sauvignon Blanc

"White is hygiene and purity and it's clean, " in consumers' minds, says Tony Morakis, senior director of sustainability for North American consumer products at Georgia-Pacific.

WSJ: Trying On Shades of Brown to Scream Green