What AVALINE does

Avaline is a U.S. organic wine brand founded in 2018 by actress Cameron Diaz and entrepreneur Katherine Power and officially launched in July 2020. The company produces a portfolio of wines — still reds, whites, rosé, sparkling, Prosecco, and limited-edition bottlings — made from certified organic grapes sourced from a network of European producers (EthicDrinks, Familia Torres, Famille Fabre, Fasoli Gino, Raventós i Blanc, Castelo de Pedregosa, and others in France, Spain, Italy, and Germany). Production is formulated with low sulfites (under 100ppm versus a regulatory ceiling of 350ppm), zero added sugar in still wines, and vegan-friendly, gluten-free processes. The brand's signature differentiator is full ingredient transparency: every label discloses all additives, fining agents, and origins — breaking with the wine industry's convention of opaque labeling under the trademarked tagline "Wine with Nothing to Hide™."

The business operates a multi-channel go-to-market. Direct-to-consumer sales are driven through the drinkavaline.com storefront and the Wine Club subscription, which requires a 12-bottle minimum, offers 15% off plus free shipping, and supports flexible monthly, bi-monthly, and quarterly cadences. Wholesale distribution covers major U.S. grocery chains including Kroger (20 divisions across 27 states), Whole Foods (with a doubling of footprint announced for summer 2026), Target, and Sprouts, supported by a growing U.S. sales team and a Southern Glazer's Wine & Spirits distribution agreement. The company also sells through delivery and gifting integrations with DRINKS, UrbanStems, Instacart, Postmates, and Uber Eats, and runs a corporate and event gifting concierge service for weddings and B2B customers.

Avaline is led by CEO Jennifer Purcell (elevated from CFO in 2022), with co-founders Cameron Diaz and Katherine Power providing brand-level visibility, and winemaker Ashley Herzberg overseeing production with a "less, but better" philosophy. The brand is incorporated as Avaline LTD., headquartered in California with operations running between New York City and the West Coast, employs 11–50 people, and reports 2023 revenue of $33 million with double-digit growth — positioned as one of the fastest-growing organic wine brands in the United States.

Name

AVALINE

Legal name

Avaline LTD.

Website

http://www.drinkavaline.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Avaline is a U.S. organic wine brand producing certified-organic, transparently-labeled wines from European vineyards, selling via its DTC site, Wine Club subscription, and major U.S. retailers including Kroger, Whole Foods, Target, and Sprouts.

Ownership category

akta.pro rank

Product category

Organic Wine

NAICS

Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (44532)

SIC

Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Organic wine production
• Clean label wines
• Wine club subscription
• Direct-to-consumer wine
• Celebrity-backed wine brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Sales: Wine sales through brand website drinkavaline.com including single bottles ($24-$35), curated sets, and Wine Club subscription (12 bottle minimum with 15% discount + free shipping)
2. Retail/Wholesale Distribution: Sales through major grocery retailers including Kroger (20 divisions, 27 states), Whole Foods (doubling footprint), Target, and Sprouts. Retail pricing $23.99-$25.99.
3. E-commerce Platform Partnerships: Partnership with DRINKS platform enabling online alcohol sales through UrbanStems and other digital merchants without requiring separate licensing or inventory.
4. Corporate/Bulk Gifting: Corporate gifting program with volume pricing, custom sets (3 or 6 bottles), personalized notes, and event concierge services for weddings and celebrations.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels8 records

Core offering

Avaline produces and sells a portfolio of organic, transparently-labeled wines made with certified organic grapes sourced from European wineries. The company offers single-varietal wines (reds, whites, rosé, sparkling, Prosecco), curated multi-bottle bundles, a Wine Club subscription program, and a corporate gifting concierge. Products are sold through Avaline's direct-to-consumer website, the Wine Club, and major U.S. grocery retailers including Kroger, Whole Foods, Target, and Sprouts.

Product overview

Avaline is an organic wine brand founded by Cameron Diaz and Katherine Power that offers a portfolio of clean, transparently-labeled wines made with organically farmed European grapes. The core product line includes single-varietal wines (Red, White, Rosé, Sparkling, Sauvignon Blanc, Pinot Noir, Cabernet Sauvignon, Pinot Grigio, Chardonnay, Riesling, Prosecco, Grenache, Syrah, Beaujolais, Lambrusco, Sparkling Rosé) plus seasonal limited-edition offerings. These are sold through direct-to-consumer channels including the Wine Club subscription (with 12-bottle minimum, 15% discount, and flexible delivery), curated bundles (Welcome Set, All the Reds, All the Whites, Wedding Season Set, Seasonal Cases), and a Gifting & Event Concierge service for corporate and celebration gifting. Distribution includes major U.S. retailers (Kroger, Whole Foods, Target, Sprouts) and partnerships with drinks delivery platforms (Drinks, Commerce7, UrbanStems, Instacart, Uber Eats, Postmates).

Differentiator

Problem solved

Functional benefit

Products and services

• Red Beautifully approachable organic Red blend with hints of cherry and a touch of spice, light to medium body; priced at $24 per bottle and targeted at health-conscious wine consumers.
• White Dry organic white wine with a touch of citrus and a clean finish; priced at $24 per bottle.
• Rosé Light, fresh organic Rosé from Provence, France with notes of melon and zest; Avaline's bestselling bottle, priced at $24.
• Sparkling Dry, refreshing organic sparkling wine with delicate bubbles suitable for toasts; priced at $35 per bottle.
• Sauvignon Blanc Fresh organic Sauvignon Blanc with crisp citrus notes; priced at $26 per bottle.
• Pinot Noir Light-bodied organic Pinot Noir with wild raspberry and cherry notes; priced at $30 per bottle.
• Cabernet Sauvignon Bold, full-bodied organic Cabernet Sauvignon with dark fruit and hints of cocoa; priced at $30 per bottle.
• Pinot Grigio Crisp, dry organic Pinot Grigio with notes of fresh peach and honeysuckle; priced at $28 per bottle.
• Chardonnay Full-bodied organic Chardonnay with notes of pear, apricot, and almond; priced at $28 per bottle.
• Riesling Limited edition dry organic Riesling with notes of lemon, lime zest, and jasmine; priced at $26 per bottle.
• Prosecco Organic Prosecco with ripe peach, bright citrus, and a crisp finish; priced at $35 per bottle with 1.18g sugar per serving from organic beet sugar used in secondary fermentation.
• Grenache Limited edition medium-bodied organic Grenache with notes of black cherry, fig jam, and baking spice; priced at $28 per bottle.
• Syrah Full-bodied organic Syrah with notes of blackberries and cocoa; priced at $30 per bottle.
• Beaujolais Light-bodied organic Beaujolais with notes of berries, plum, and florals; priced at $28 per bottle.
• Lambrusco Sparkling organic red Lambrusco with juicy notes of plum and zero added sugar; priced at $30 per bottle.
• Sparkling Rosé Limited edition organic Sparkling Rosé aged 15+ months using the Traditional method, with notes of raspberry, citrus, and a brioche finish.
• Limited-Edition Rosé Bestselling organic Rosé wrapped in a limited-edition summer label featuring photography by Paris-based artist Marcelo Gomes, with notes of melon and zest.
• The Welcome Set Curated introduction set with 6 bottles ($159) or 9 bottles ($252) of crowd-favorite Avaline wines including White, Red, Rosé, Sparkling, Chardonnay, Pinot Noir, and Cabernet Sauvignon.
• All the Reds 9-bottle bundle ($252) for red wine lovers featuring 3 Red, 3 Cabernet Sauvignon, and 3 Pinot Noir with exclusive savings.
• All the Whites 9-bottle bundle ($255) featuring a rotation of Avaline's crispest and lightest white wine favorites with exclusive savings.
• The Wedding Season Set Curated 6-bottle wedding season collection ($160) designed for celebrations from bridal showers through receptions, featuring Sparkling Rosé, Sauvignon Blanc, and Prosecco.
• The Red Case 12-bottle Wine Club exclusive case ($280) with 3 Red, 3 Beaujolais, 3 Pinot Noir, and 3 Cabernet Sauvignon.
• The Seasonal Case (Summer) 12-bottle seasonal case ($276) featuring Sauvignon Blanc, Pinot Grigio, Prosecco, Rosé, Pinot Noir, Beaujolais, and Lambrusco for warm weather sipping.
• Wine Club Subscription Recurring subscription program with 15% off plus free shipping, first access to new wines, exclusive partner perks, and flexible delivery schedules (monthly, every 2 months, or every 3 months); 12-bottle minimum with ability to pause, delay, or cancel anytime.
• Gifting & Event Concierge Corporate and event gifting service offering customized 3-bottle or 6-bottle sets, personalized notes, large-scale shipping, and dedicated concierge support for weddings, corporate gifting, and celebrations; volume pricing available with minimum order of 10 curated sets.

Quantifiable outcome

• Double-digit growth in 2023 with $33MM in sales
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

18 partnerships are on record, tiered minor and core.

• Proper HotelsminorGTM or Marketing Partner · 3 June 2026Official wine partner of Proper Presents Summer Music Series. Includes experiential activations at Montauk Yacht Club, LEORA in Los Angeles, and other key markets across the U.S. through August 2026.
• Montauk Yacht ClubminorGTM or Marketing Partner · 3 June 2026Summer activation venue for experiential marketing. Part of 'Summer on Repeat' campaign including Shuck Club oyster and wine pairings every Thursday and Marina Music Sessions in partnership with Billboard.
• DRINKScoreTechnology or Integration · 22 March 2026E-commerce platform partnership enabling decentralized online alcohol distribution. DRINKS' platform allows digital merchants like UrbanStems to offer alcohol without requiring separate licensing or inventory management. Avaline is the first brand partner for DRINKS' new supplier network on the Drinks Anywhere platform.
• UrbanStemsminorChannel Partner/ Reseller/ Distributor · 20 November 2025Wine integration into UrbanStems' floral gifting platform, enabling customers to add Avaline wines to flower gift orders. Partnership utilizes DRINKS' platform for seamless alcohol sales and regulatory compliance.
• LEORAminorGTM or Marketing PartnerAll-day cafe in Beverly Hills partnership to create signature Avaline × LEORA Frosé. Light, crisp frozen rosé blended with organic strawberries, zero added sugar. Available for delivery through Postmates and Uber Eats.
• EthicDrinkscoreStrategic or Co-development PartnerFrance-based sustainable winery producing Avaline's Red blend and limited edition bottles. Founder Mickaël Alborghetti is third-generation winemaker committed to carbon-neutral operations. Partnership with WWF France and Surfrider to fight plastic pollution. Awarded 'most sustainable packaging in wine, 2021' by French government.
• Familia TorrescoreStrategic or Co-development PartnerFamily winery in Penedès, Spain with 150+ year history. Produces Don Miguel Icons project wines with organically-grown grapes combining legacy with innovation.
• Famille FabrecoreStrategic or Co-development PartnerOldest independent wine producer in Languedoc, France, certified organic since 1991. Family run since 1605, now female-operated. 16 generations of winemaking tradition.
• Fasoli GinocoreStrategic or Co-development PartnerPillar of Veneto winemaking region for over a century. Pioneers in organic farming and early adopters of regenerative organic movement in Italy. Produces Avaline's Pinot Grigio and Prosecco.
• Cantine PuianellominorStrategic or Co-development PartnerCooperatively owned winery since 1938 in heart of Lambrusco region. Focuses on small productions of organic winemaking from vetted partnering farms with sustainable methods.
• Castelo de PedregosacoreStrategic or Co-development PartnerSecond-generation family winery in Sant Sadurni D'Anoia, Spain (Penedès region). Growing organic grapes since 1993 with minimal intervention practices. Produces AvaSparkling Rosé using Traditional method, aging bottles minimum 15 months.
• Domaine La GrangeminorStrategic or Co-development PartnerLocated at base of Haut Languedoc Regional Nature Park in France. Purchased in 2007 by Rolf and Renate Freund. Produces Syrah for Avaline.
• Emmanuelle FellotminorStrategic or Co-development PartnerFamily winery dating to 1829 in Rivolet, France. Current winemaker Emmanuel is assistant mayor and member of Beaujolais development community. Vines planted 1927-1948 by grandfather and father. Produces Beaujolais for Avaline.
• Jacques Frelin VignoblescoreStrategic or Co-development PartnerFamily winery founded 1983 by Claude Frelin's son-in-law Jacques. All-female team led by Carole Frelin. Produces Grenache for Avaline. Converts local growers to organic practices.
• Maison CarrelcoreStrategic or Co-development PartnerJeff Carrel has 30+ years making wine in Cévennes, France. Advocate for organic farming supporting local growers' conversion. Produces Cabernet Sauvignon for Avaline. Historic 1857 building with water-saving systems.
• Raventós i BlanccoreStrategic or Co-development PartnerOne of oldest wineries in world, in Raventós family since 1497. Specializes in sparkling wines. Committed to natural and historic heritage of estate promoting biological diversity. Produces Sparkling wine for Avaline.
• Weingut KaufmannminorStrategic or Co-development PartnerLocated in Rheingau region, Germany. Transitioning to biodynamic farming for past 10 years. Focus on vineyard health and evolving techniques to serve vines. Produces Riesling for Avaline.
• WWF FranceminorOthersEnvironmental NGO partner with EthicDrinks to fight plastic pollution in Mediterranean Sea as part of sustainable winemaking commitment.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Scout & Cellar: DTC clean-label wine brand built around ingredient transparency, low-sulfite production, and curated subscription shipments — overlapping exactly with Avaline's value proposition and target health-conscious consumer.
• Dry Farm Wines: Subscription-based DTC natural and organic wine club sourcing from small European growers with an emphasis on low-intervention, additive-free wines — a near-direct comparison to Avaline's European sourcing model.
• FitVine Wine: Clean-wine CPG brand with broad retail distribution (Whole Foods, Kroger, Target) and a positioning around low sugar, low sulfite, and low calorie — closely competing with Avaline's clean-label retail SKUs.
• Winc: DTC-first wine brand with a subscription model and curated member offerings; previously focused on personalized wine but pivoted to clean ingredients, directly competing with Avaline's Wine Club mechanism.
• Bright Cellars: Wine subscription club using a taste-profile quiz to ship curated bottles monthly — overlapping on the subscription-first DTC GTM, though less differentiated on ingredient transparency.

Broad incumbents

• Bonterra Organic Wines (Fetzer Vineyards): Long-standing certified-organic wine brand from Fetzer Vineyards with national grocery distribution, comparable SKU lineup (reds, whites, rosé), and the same organic positioning — a much larger scale incumbent in Avaline's direct category.
• JUSTIN Vineyards & Winery: Premium U.S. wine brand with national retail distribution and DTC channels — a broader incumbent demonstrating the brand-to-grocery architecture Avaline is following at a smaller scale.

Emerging players

• The Organic Wine Company: Specialty organic wine retailer and importer offering curated organic and biodynamic wines directly to consumers — a smaller-scale emerging player in the same organic-wine category.
• Bonny Doon Vineyard: Long-running California winery known for unconventional, terroir-driven and increasingly organic wines with a strong DTC following — an adjacent niche player with overlapping clean-wine messaging.
• Underwood Wine (Maison Noir): Oregon-based DTC-first wine brand blending approachable packaging with organic and sustainable sourcing, competing in the same modern, consumer-friendly wine category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/avalinewine1

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AVALINE