Just over three years since it launched, Avaline has quickly become one of the U.S.’s top-selling organic wine brands. The Los Angeles-company follows the lead of its co-founders, the actress Cameron Diaz and the serial entrepreneur Katherine Power , both of whom share a love of good wine and frustration over the lack of transparency on wine labels.
“We ask questions about everything else in our lives, whether that’s our makeup products, skincare products, or the food we consume daily. We’re pushing for a way of living that is all things clean and organic,” Power says. “It never occurred to us that wine wouldn’t fall under this category. We were shocked to learn the ingredients that were added and the lack of transparency.
After tasting through hundreds of wine samples, the pair—with the assistance of Ashley Herzberg, a Sonoma, Calif.-based consulting winemaker who specializes in organic wines— launched the brand in July 2020 with four generic wines , instead of wines labeled by their variety.Fueled in part by celebrity investors such as Richie and Gwyneth Paltrow, the brand has grown at a rapid pace, and is now available in all 50 U.S. states.
The brand has also developed Bottle Service, an online subscription platform where customers can order wine in any quantity and frequency, with complimentary shipping and special extras like early access to new products and restocks of favorites. Exclusively available on the website are a variety of curated wine sets, featuring a seasonal rotation of bestsellers and limited releases.Available only through the Avaline website, the nine-bottle “Intro Set” retails for US$234.
“I completely changed what I drank when I learned that concentrates and colorants were used in conventional winemaking, opting for wines made with organic grapes or more natural wines instead of the brands I used to buy at the grocery store,” Power says. “What was even more shocking is that the majority of U.S. vineyards farm with harsh chemical pesticides.”