Avaline, Cameron Diaz's wine label, is mirroring her dynamic spirit by making significant strides in the market. Though the beverage might not be headlining movies, it has achieved a notable feat: it's now officially available at Whole Foods outlets. This marks a pivotal moment for Avaline, a brand that Diaz co-founded with her friend Katherine Power. The timing of its entry into Whole Foods is impeccably aligned with the commencement of Organic Month (September), and it's worth noting that Avaline is a trailblazer in the world of organic wine.
While the sip itself isn't a Hollywood star, it certainly boasts star qualities. Cameron Diaz, leveraging her comedic talents, starred in a playful video that showcased her affinity for comedy. The clip depicted her rising early, donning her coziest rosé-hued sweats, and making her way to Whole Foods.
With enthusiasm, Diaz shared, “We’re launching in Whole Foods Market this month, in every store, so I came in to make sure the rosé looks good for the people.” In the video, she playfully tiptoed around a Whole Foods at the early hour of 5:24 a.m. Her excitement soared as she discovered a display featuring Avaline. Exclaiming with triumph, she exclaimed, “Yes! Now this is what I’m talking about.”
Diaz also shed light on the distinctive qualities that set Avaline apart from its counterparts. In a conversation with Wine Industry Advisor, she revealed, “Historically, organic wine has been seen as a niche in the market, but times are changing. Mintel data indicates that 30% of consumers express interest in trying organic wines. People are drawn to organic options because they're not only environmentally friendly and better for workers, but they also feel more confident sipping wine that's produced without harmful synthetic pesticides.”
Avaline has more laurels to its name; it proudly claims the title of the no. 4 ultra-premium rosé nationally. As of now, Whole Foods will feature the beloved rosé in all of its 370 locations across the nation. Anticipate the arrival of white and the brand's sparkling wines as part of the ensemble.
Melanie Mann, Global Wine Category Manager at Whole Foods Market, expressed excitement about the launch of Avaline Wines. She looks forward to introducing customers to the brand through the “Made with Organic Grapes” program, which will highlight the wines during August and September.