Cameron Diaz, renowned for her role in the holiday classic “The Holiday,” has embarked on a new venture that aligns with a healthier approach to enjoying wine. Together with her co-founder, Katherine Power, Diaz launched Avaline, a wine brand focused on transparency and cleaner ingredients. Their journey began with a simple question: “What’s actually in this bottle?” This sparked a quest to understand the often-opaque world of winemaking, where up to 70 undisclosed ingredients can be added. This realization fueled their desire to create a wine that prioritized organic practices and minimal intervention, leading to the birth of Avaline.
Diaz and Power’s partnership, fostered through a shared social circle and a mutual appreciation for a good glass of wine, proved to be the foundation of Avaline. A casual afternoon of wine drinking turned into a discussion about the lack of transparency in the wine industry. This shared frustration propelled them to research the winemaking process, uncovering the potential for numerous additives, from color enhancers to fining agents. This discovery solidified their commitment to creating a wine that was not only delicious but also free from unnecessary ingredients.
Launching Avaline in July 2020, amidst the global pandemic, presented unique challenges and opportunities. While traditional wine launches often focus on on-premise establishments, the pandemic forced them to pivot to retail. This unexpected shift, however, proved advantageous. The widespread use of video conferencing enabled them to connect with a broader range of retailers and distributors than would have been possible under normal circumstances. This virtual approach allowed for more personalized interactions and effectively propelled Avaline’s initial market penetration.
The response to Avaline has been overwhelmingly positive, with Diaz and Power noting a significant shift in the wine industry towards greater transparency. Their emphasis on organic grapes, minimal sulfites, and vegan-friendly practices has resonated with consumers seeking cleaner options. The brand’s success has prompted other beverage companies to consider ingredient transparency, marking a notable change in an industry traditionally resistant to such disclosures. Avaline’s impact extends beyond its own product line, influencing a broader movement toward more informed consumer choices.
Diaz and Power attribute their success to their shared values and complementary strengths. Diaz’s meticulous attention to detail and inquisitive nature, combined with Power’s entrepreneurial drive and innovative marketing strategies, have created a synergistic partnership. They credit their willingness to challenge industry norms and their commitment to transparency as key factors in Avaline’s success. Their approach, borrowing from the beauty and apparel industries, has brought a fresh perspective to the traditionally conservative world of wine.
Avaline represents more than just a business venture for Diaz; it’s a creative endeavor that allows her to be involved from conception to consumption. Unlike her acting career, where she interprets someone else’s vision, Avaline is a project she helped build from the ground up. This sense of ownership and the ability to bring a product to market that aligns with her values has been deeply fulfilling. The loyalty of Avaline customers, who have embraced the brand as their go-to wine, further underscores the impact of their vision.
