I remember talking about this with Lapierre and Chanudet. Historicaly speaking, they called their first tastings in Paris "Vins sans soufre" which meant at that time wine made without sulfur in reference to Chauvet winemaking philosophy.
And because they wanted to show their difference with the organic crowd who was, and still is, making industrial manipulated wines with organic grapes.
Nature sounded to close to "biologique" at that time for the french market. I think.
