Read at Eater SF
Angel Davis, co-owner of Millay in San Francisco, doesn't call her bar a natural wine bar even though the wine selections reflect her preference for smaller producers who farm organically. She doesn't want to set expectations for customers based on the natural wine label.
"I don't think it would be great for us to be like, 'Oh, we're a natural wine bar,' because for me if somebody says that, I have expectations of what I'm going to find on the shelves."
In the Bay Area, some businesses, like Bar Sardine in Berkeley, prefer not to identify as natural wine bars, even though their wine menus focus on small producers who farm sustainably and use organic and biodynamic techniques.
"While they are, philosophically, a natural wine bar, they prefer straying from the moniker because they don't adhere to the ideology as stringently other wine bars might."