Organic Elegance

When actress and author Cameron Diaz was introduced to entrepreneur Katherine Power, the two women realized they shared a deep passion for sustainable nutrition, health, and wellness. They became fast friends and often discussed how to be thoughtful consumers.

“One day we were chatting about how we both try to be conscious of the ingredients in our food, household products, and beauty products,” says Diaz, who has authored two books on holistic health and longevity. “But we realized that we weren’t holding the wines we drink to the same standards.”

That conversation sparked the idea for the duo to create a line of organic wines without any additives. “This was something we had struggled to find in the market, so from there, Avaline was created.”

“We both share a passion for wine and wellness, and have experience working with brands that value transparency,” says Power, who has also founded ingredient-conscious brands MERIT Beauty and Versed Skincare. “We also already shop for organic groceries and skincare products, but found that organic wines weren’t easily accessible.”

Power says she and Diaz created Avaline to provide an organic, vegan-friendly option that doesn’t include any unnecessary additives. “While researching the wine industry when starting Avaline, we realized we were both frustrated with the lack of transparency and wanted to give wine drinkers a better option, raising the standards for their wines. We created Avaline so wine lovers can feel confident about enjoying what’s in their glass.”

Offering over a dozen wines, from sauvignon blanc to lambrusco, Avaline partners with a carefully curated group of growers and wineries in Europe. “There is a rigorous screening process for the growers and wineries we work with,” says Power, “including being certified organic, never using unnecessary additives, and using vegan fining agents.”

She indicated that they also look for partners who value sustainability and aim to protect nature in every aspect of the growing process. “Our winemaker, Ashley Herzberg, then works closely with the growers to ensure their farming practices align with our standards for quality and taste to ensure they are a fit for our consumers’ taste preferences,” she adds.

“We pride ourselves on making Avaline wines that are free from additives and created organically, meaning our partner growers never use chemical pesticides that are harmful to the environment and our bodies.”

Diaz and Power remain intentional about celebrating the moments that matter. “Knowing that we’re providing consumers with better alternatives than what we could previously see in the market is a great feeling,” says Power. “Cameron and I are so proud of how quickly the brand has grown over the past five years, and we love meeting with consumers through the brand and hearing how they enjoy our wines as part of their everyday, healthy lifestyle as well as sharing with friends and family in more special moments.”

This past July, Avaline released a limited-edition collaboration with Stella McCartney, a luxury lifestyle brand that designed a label for Avaline's Rosé. The partnership marries Avaline’s transparent, organic approach to winemaking with McCartney’s signature modern aesthetic and sustainable practices. “This past summer, we released our first limited-edition collaboration with a close friend of mine, Stella McCartney,” says Diaz. “It was so fun to work with Stella on this partnership, and we look forward to exploring similar alliances in the future.” 

Avaline Rosé now comes dressed in a gorgeous, limited-edition Stella-designed label—perfect for gifting, tablescapes, and sipping at sunset.

The founders encourage customers to savor Avaline wines at a variety of celebrations. “We keep taste, quality, and transparency as our top priorities when crafting our wines,” says Power, “and hope people will enjoy Avaline wines during gatherings with friends and family, paired with a delicious meal, as well as to unwind in those everyday moments.”

The pair has collected recipes and menu ideas that they share on Avaline’s website as suggestions for ideal accompaniments to their wines when customers are hosting a special event. “There are so many essential components to entertaining at home,” says Power, “and it starts with curating the perfect atmosphere to complement the food, wines, and guest list.” Her ideas include determining the right playlist for the occasion, setting a beautiful tablescape with a fun tablecloth and unique stemware, and enhancing the beauty of the setting with the right florals. 

Some of their favorite moments to serve Avaline include hosting dinner parties with close friends and family, or organizing impromptu backyard happy hours paired with charcuterie boards. “We also love having a glass of Avaline on the couch to unwind at the end of the day,” says Diaz. “We have a range of wines that are a perfect fit for any event,” adds Diaz. “Our portfolio is curated so that people have an organic option no matter what the occasion.”