Cameron Diaz’s Avaline Wine Brand On A Strong Upward Trajectory
May 21, 2025Organic wine brand Avaline, founded by actress Cameron Diaz and entrepreneur Katherine Power, earned Impact “Hot Brand” honors earlier this year after posting 50% growth to 214,000 cases in the U.S. in 2024. Since its launch in 2020, the brand has built out a portfolio in the $20-$24 price range from various global regions, beginning with red and white blends before developing a line of varietal wines that includes Syrah, Lambrusco, and Sauvignon Blanc, among others. Avaline has now struck a national partnership with Southern Glazer’s, as the brand aims to continue its strong growth.
Avaline CEO Jennifer Purcell tells SND that she expects sustained success for the brand through 2025. “We had significant growth between 2023 and 2024 with a 65% increase in sales. We’re looking to continue that amount of growth in 2025,” she says. “We know that Southern is able to help us with that, not only with national accounts distribution, but also they’re really great at executing in the market.”
The brand is transitioning to its new national partner through the end of this month. Initially, Avaline will align with Southern in 32 markets across the U.S., with the brand still exploring alignment possibilities in five additional states. Previously, Avaline’s lead distribution partner was RNDC.
The shift to SGWS will aid the brand in the on-premise, says Purcell, with Avaline leveraging the distributor’s reach to make a play in larger hotel and restaurant accounts in both the U.S. and the Caribbean. “Southern has great relationships with on-premise national accounts as well as a lot of independent on-trend restaurant groups and hotel properties,” she says. “Their understanding of the on-premise market will help us align with the right partners and rocket-ship our growth in that channel.”
While the brand’s largest markets line up with U.S.’s top states for wine, Purcell says Avaline is a standout performer in Connecticut, Washington D.C., and Maryland. Avaline’s blends—white (Spain), red (France), and rosé (France)—are its best-sellers overall, but newer varietals like Sauvignon Blanc (France), Pinot Noir (France), and Chardonnay (France) are gaining traction from smaller bases.
Purcell attributes Avaline’s success to the quality of the wine, the use of organic grapes, and a welcoming approach to marketing. “I think it’s just being relatable, being authentic, and speaking to the consumer in this way that they’re used to being spoken to, which the wine industry hasn’t really done historically,” she says.
“Going into the next five years we have very significant growth plans,” Purcell adds. “We are on the same page with Southern about how to accelerate growth and expand our market reach both on-premise and off-premise.” –-Shane English
Tagged : Avaline, Southern Glazer's
