What Happened to Avaline Wine?
Avaline Wine, co-founded by Cameron Diaz and Katherine Power, launched in 2020 with a mission to offer transparently produced wines made with organic grapes and free from unwanted additives. The brand has experienced rapid growth, expanding its product line and national distribution, and continues to be a prominent player in the 'clean wine' movement despite some industry scrutiny. As of 2026, Avaline is focused on further retail and on-premise expansion, introducing new varietals and engaging in significant marketing campaigns.
Quick Answer
Avaline Wine, founded by Cameron Diaz and Katherine Power, has grown significantly since its 2020 launch, becoming a leading brand in the organic and 'clean wine' segment. The company emphasizes transparency, using 100% organic grapes and disclosing ingredients. As of 2026, Avaline continues to expand its retail footprint across major stores like Kroger, Whole Foods, and Target, and is actively boosting its on-premise presence and launching new marketing initiatives, such as the 'Summer on Repeat' campaign.
📊Key Facts
📅Complete Timeline14 events
Company Founded
Avaline was founded by Cameron Diaz and Katherine Power, laying the groundwork for the brand's future launch.
Seed Round Funding
Avaline secured $5.1 million in seed round funding to kickstart its operations and product development.
Official Launch of White and Rosé Wines
Avaline officially launched with its initial White and Rosé wine offerings, emphasizing organic grapes and ingredient transparency.
Launch of Avaline Red Wine
Due to strong consumer demand and rapid initial success, Avaline expedited the launch of its Red wine, originally planned for later in the fall.
One-Year Anniversary & Series A Funding
Avaline celebrated its first anniversary with significant growth, securing $9.5 million in Series A funding and introducing Avaline Sparkling Rosé.
Controversy over 'Clean Wine' Marketing
The brand faced scrutiny and a mild warning from the TTB regarding the use of the term 'clean wine' in its marketing, sparking industry debate.
Launch in Whole Foods Market
Avaline expanded its national distribution by launching in select Whole Foods Market stores, increasing its presence to over 10,000 stores nationwide.
Launch of Avaline Pinot Noir
Avaline introduced its Pinot Noir, a light-bodied French wine, initially available exclusively through its website.
Relaunch of Italian Bianco
Avaline relaunched its limited-edition Italian Bianco after a successful prior run, following a strong 2024 performance with 49% growth in shipments.
Partnership with Southern Glazer's Wine & Spirits
Avaline announced a strategic nationwide distribution partnership with Southern Glazer's Wine & Spirits, North America's largest alcoholic beverage distributor, to scale its presence.
Named to Inc. 5000 Fastest Growing Companies List
Avaline was recognized on the 2025 Inc. 5000 list as one of America's fastest-growing private companies, reporting 50.3% sales growth from 2024 to 2025.
Sales Team Expansion and On-Premise Focus
Avaline expanded its sales organization and reinforced its commitment to accelerating on-premise growth and strengthening distributor partnerships across key U.S. markets.
'Summer on Repeat' Campaign Launch
Avaline unveiled its 'Summer on Repeat' multi-platform campaign, featuring a limited-edition French Rosé label and partnerships with Proper Hotels for cultural programming.
Major Retail Footprint Expansion
Avaline announced a significant expansion of its national retail presence across Kroger, Whole Foods, and Target, including the rollout of Cabernet Sauvignon and Sauvignon Blanc.
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🔍Deep Dive Analysis
Avaline Wine was founded in 2018 by actress Cameron Diaz and entrepreneur Katherine Power, officially launching in July 2020 with its initial White and Rosé blends. The brand emerged from the founders' desire for greater transparency in the wine industry, aiming to provide wines made with 100% organic grapes, low sulfites, and free from unwanted additives like concentrates, artificial colors, and added sugars. This commitment to 'clean wine' resonated with a growing consumer segment focused on wellness and ingredient awareness.
Initially, Avaline faced some criticism regarding the term 'clean wine,' with some wine journalists and the Alcohol and Tobacco Tax and Trade Bureau (TTB) questioning the implications of such marketing. However, Avaline has consistently highlighted its certification for 'Made with Organic Grapes' and its transparent labeling of ingredients, differentiating itself from conventional wines that are not required to disclose additives. The brand's focus on clear ingredient lists and nutritional information on every bottle and its website has been a key part of its strategy.
The company has demonstrated remarkable growth since its inception. After selling over 120,000 bottles of White and Rosé by September 2020, Avaline quickly expanded its portfolio with the introduction of a Red blend in October 2020. By July 2021, the brand celebrated its one-year anniversary with exponential growth, securing Series A funding of $9.5 million and launching Avaline Sparkling Rosé. Further product diversification included the launch of Pinot Noir in September 2023 and the relaunch of an Italian Bianco in February 2025.
Distribution has been a major focus for Avaline. By August 2023, the brand had expanded into select Whole Foods Market stores, bringing its total retail presence to over 10,000 stores in the United States. In 2024, Avaline shipped 213,000 cases and generated $33.2 million in tracked retail sales, marking a 49% year-over-year growth. This strong performance led to its recognition as an Impact Hot Brand in 2024 and a spot on the 2025 Inc. 5000 list of America's fastest-growing private companies, with a 50.3% sales growth from 2024 to 2025.
As of 2026, Avaline continues its aggressive expansion strategy. In May 2025, it announced a strategic partnership with Southern Glazer's Wine & Spirits, the largest distributor of alcoholic beverages in North America, to further fuel national distribution across both retail and on-premise channels. This was followed by a significant expansion of its national retail footprint in June 2026, increasing presence across Kroger, Whole Foods, and Target, including the rollout of Cabernet Sauvignon and Sauvignon Blanc. The brand is also bolstering its sales and marketing teams to support on-premise growth and launched its 'Summer on Repeat' campaign in June 2026, featuring a limited-edition Rosé label and partnerships with Proper Hotels. Avaline's low-sugar Prosecco and Sauvignon Blanc are noted as particularly strong performers in early 2026.
What If...?
Explore alternate histories. What if Avaline Wine made different choices?