Interview With Avaline Wine CEO Jennifer Purcell
Avaline, founded in 2020 by Cameron Diaz and Katherine Power, aims to make organic wine more accessible without sacrificing taste. The brand, which also focuses on being transparent about ingredients and nutritional information, won a Fast Track Growth Brand Award in 2026. We caught up with Avaline CEO Jennifer Purcell to learn how the company has managed to grow during a challenging time for wine.
What led to the brand’s increased sales this past year?
Avaline’s growth has been fueled by strong consumer demand and increased accessibility. As more consumers become ingredient-conscious, our commitment to organic grapes and full transparency continues to resonate, driving both differentiation and meaningful connection in the category.
At the same time, we’ve significantly expanded our distribution and retail visibility. Through our partnership with Southern Glazer’s Wine & Spirits, Avaline is now available in more than 8,000 retail locations nationwide, including Whole Foods, Target and Sprouts, as well as over 1,200 on-premise accounts across 45 states.
We’ve intentionally built Avaline as more than a wine brand, positioning it at the center of culture through partnerships that span both luxury and everyday touchpoints. This lifestyle-led approach has allowed us to reach new consumers and deepen engagement in a way that feels both relevant and distinct.
What promotions and activations helped increase sales?
Avaline continues to scale with thoughtful, lifestyle-driven activations that meet consumers where they already are — whether in retail, online, brand collaborations, or culture events. In retail, we’ve built strong relationships with key accounts that drive results through impactful promotions, displays, and ‘liquid to lips’ sampling opportunities.
Beyond retail, we engage consumers online via the Avaline website, wine club and e-commerce partners like Instacart. Strategic partnerships and events have been especially impactful, driving trial, expanding our audience, and reinforcing what sets Avaline apart in the wine category. Some of Avaline’s most meaningful recent partners include Crown Affair, Moda Operandi, Anthropologie Weddings, and ROE Caviar.
Experiential remains a core focus. From immersive consumer events to in-market tastings at key industry moments like the South Beach Wine & Food Festival and New York Food & Wine Festival, we’re creating opportunities for people to engage with the brand in real life.
Digital and social continue to play a critical role, with Avaline reaching nearly 60,000 consumers daily across social, email and SMS. This ecosystem allows us to stay connected to our community while bringing the brand to life in a way that feels accessible and culturally relevant.
Were there any noteworthy new products or marketing campaigns for the brand?
Over the past year, we’ve focused on expanding our portfolio with European single varietals that reflect Avaline’s commitment to organic, transparent winemaking while introducing more depth and structure. Recent launches include cabernet sauvignon, pinot grigio and prosecco.
Our low-sugar prosecco, launched ahead of the 2025 holiday season, quickly became one of the top-10 selling proseccos at Target and the fastest-selling single-bottle release in Avaline’s DTC history within its first 30 days. It also drove strong repeat behavior, with more than one in four customers purchasing again.
The Stella McCartney collaboration was another standout moment. The limited-edition rosé sold out within two weeks, reinforcing the power of culturally relevant, design-driven partnerships to engage our audience in a meaningful way. Following the success of this collaboration, we plan to expand this partnership strategy in the future — leaning into collaborations that allow us to reach new audiences, deepen brand affinity and continue showing up in ways that feel fresh and unexpected to today’s consumer.
What industry trends are most impacting the business now?
The wine industry is being shaped by a broader shift toward wellness and intentional consumption. Consumers, particularly Gen Z, are prioritizing products that align with their lifestyles from lower-sugar options to organic ingredients and greater transparency.
Brands that can deliver on quality, trust and approachability are best positioned to win in this environment, and that’s exactly where Avaline sits.
What’s next for the brand in the year ahead?
Looking ahead, our focus is on continuing to deepen our connection with consumers while expanding accessibility. That means ongoing product innovation, exciting brand partnerships and lifestyle-driven activations that bring the brand to life in meaningful ways, in addition to a broader distribution footprint.
At the same time, we’re investing in our marketing and sales teams to strengthen our presence across retail and on-premise. We’ve recently brought on a chief marketing officer, a vice president of media and ecommerce, and a senior trade marketing director to help accelerate this next phase of growth and ensure we’re building a brand that resonates both culturally and commercially.
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