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Cameron Diaz’s Avaline Wine Label Enjoys A Fast Start

December 3, 2020

This past July, actress Cameron Diaz and entrepreneur Katherine Power debuted Avaline, an organic, vegan-friendly wine brand that touts its use of little-to-no additives. The brand launched with Avaline White ($24 a 750-ml.), a blend of Xarello, Macabeo, and Malvasía from Spain, and Avaline Rosé ($24), a blend of Grenache, Cinsault, Caladoc, Syrah, and Cabernet Sauvignon from Provence. Avaline has seen strong traction out of the gate. In its first 90 days on the market, the white and rosé wines together depleted 10,000 cases; that number has since more than doubled.

In October, Avaline Red ($24)—a blend of Grenache and Syrah from the Rhône region—joined the lineup, and now a sparkling wine has rounded out the range. The new bubbly is a blend of Xarello, Macabeo, and Parellada from Penedès, Spain, made by Raventos i Blanc. Aged for 18 months on the lees, Avaline Sparkling ($26) is both organic and biodynamic, and its grapes are dry-farmed and handpicked. The sparkler marks the final addition to the Avaline wine lineup, according to CEO Abbott Wolfe, an industry veteran who joined the brand in September 2019 after time with Copper Cane Wines & Provisions and Constellation Brands, among others.

Avaline white is made by Can Ràfols dels Caus, a 200-year-old property that’s also Penedès-based, while the rosé is made by Mas De Cadenet, owned by Famille Negrel, one of the oldest winemaking families in Provence. “We feel this level of absolute transparency is important because consumers are asking for it in so many other categories,” says Wolfe, who notes that these collaborative partners, as well as the nutritional analyses and ingredient breakdowns, will be included on each wine’s label moving forward.

Wolfe notes that Avaline has exceeded expectations thus far, with 2,500 retail accounts secured across the country, and 2,500 more set to come on-stream next year. “Our strategy is to make the brand available anywhere the consumer shops,” he says, pointing to major retailers like Safeway, Whole Foods, Target, Total Wine, and Wine.com as key initial accounts.

Looking ahead, Wolfe says Avaline will focus on growing its online presence, particularly its social media platforms and e-commerce initiatives. Additionally, the brand is eyeing opportunities beyond wine, with an ethos of clean, organic, and transparent business potentially lending itself to food, beauty, and other areas.—Julia Higgins

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