CAMERON DIAZ + KATHERINE POWER INTRODUCE AVALINE, A CLEAN WINE BRAND
The co-founders are on a mission to raise the standard of what’s in your glass
LOS ANGELES (July 9, 2020) – Today, global icon and wellness author Cameron Diaz, together with successful entrepreneur Katherine Power (W ho What Wear, Versed Skincare), introduce Avaline, a new, clean wine brand, which will soon be nationally distributed. Launching with a white and rosé, the wines are clean, delicious, vegan-friendly, made with organic grapes and free of unnecessary extras like sugars, colors and concentrates. With Avaline’s release, the co-founders aim to bring a new standard of transparency to the wine industry.
Like most good stories, Avaline’s begins with a few glasses of wine between friends. Introduced by a sister-in-law and drawn together by a shared love for wine and wellness, Power and Diaz forged a strong friendship. One beautiful afternoon in the backyard, as the wine started to flow, so did the conversation. Power and Diaz knew the contents of everything that went in and on their bodies—why not wine?
Their journey to answer this question began in April 2018, as they immersed themselves into the wine world, seeking to learn everything they could about the industry: from farming to winemaking to distribution and retail.
Diaz shares, “I enjoyed wine for many-a-year and never questioned it. Not once. I actually figured it was the most responsible alcohol choice because it was made with fermented grapes! But I had no idea of the process. One of the first conversations Katherine and I had about making a cleaner wine was ‘what are we going to add to it?’ We soon learned it wasn’t what you added, it’s what you didn’t add.”
“We learned most wine is not made with organic grapes and that it can be manipulated with over 70 additives. This completely changed the way we thought about it. When we started asking for clean or organic wines in grocery stores, hotels and restaurants, all we got were eye-rolls. One of our main goals is to increase the prevalence of clean wine in the market, making it available where our consumer is already shopping,” continues Power.
First, Power and Diaz agreed on the style of wine they both enjoyed and wanted to make: a crisp and clean rosé and a mineral-driven, dry white. Next, after extensive research, they identified winemakers in France and Spain who owned vineyards and could produce these styles at the scale necessary for Avaline to achieve its mission of championing a new industry standard by making clean wine accessible to everyone.
Avaline feels strongly that organic grapes are the foundation of delicious, clean wine. All of their grapes are grown with low-to-no irrigation in certified-organic vineyards, ensuring that they are not farmed with harsh chemical pesticides. Then during the production of the wine, Avaline’s winemakers use as few ingredients as possible.
In addition to raising the standard for what goes in a bottle, Avaline aims to raise the bar for transparency in the wine industry. This starts with the label, which clearly communicates what is and is not in each bottle of Avaline. On its website, Avaline provides even more information on the winemaking process and the nutritional content of the wines.
“As Cameron and I spent two years developing, tasting and refining Avaline, we could never have imagined the world in which we all find ourselves today. But it’s clear to us that, as we navigate the important complexities of 2020, it has become more vital than ever to find joy in small, everyday moments,” says Power.
“Avaline was created for those very moments. When we’re cooking dinner, unwinding at the end of the day or catching up with loved ones, Avaline is here to bring lightness and positivity,” Power adds.
Avaline White and Rosé (SRP $24) are available for purchase at wine.com, select retailers in 43 states plus the District of Columbia. The brand will also soon be available for purchase on d rinkavaline.com.