Cameron Diaz launches ‘clean’ wine brandBy Lucy Shaw
Hollywood actress Cameron Diaz is the latest celebrity to enter the wine game, launching a ‘clean’ wine brand in collaboration with entrepreneur Katherine Power.
Called Avaline, the range comprises of two organic wines – a Spanish white and a French rosé, which went on sale across the US this week.
Made with organic grapes grown in Penedès in northern Spain, the white is a blend of Macabeo, Malvasia and Xarel·lo, which are best known for being used in the production of Cava. Crisp, dry and delicate, it is said to offer refreshing aromas of citrus and stone fruit.
Avaline Rosé meanwhile, is a Vin de France made in Provence from organically farmed Cinsault, Grenache, Cabernet Sauvignon, Syrah and Caladoc. Light and refreshing, it boasts notes of melon, raspberries and citrus zest.
With the launch of the brand Diaz and Power are seeking to bring more transparency to the wine industry by being open about what goes into their wines.
Diaz was introduced to American fashion entrepreneur Power through a family connection, and the idea for Avaline was hatched one afternoon in April 2018.
In keeping with the growing health and wellness movement, Diaz wanted to make wines that were vegan-friendly and free of extras like sugars and concentrates.
“I enjoyed wine for many-a-year and never questioned it. I 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,” Diaz said.
“Most wine is not made with organic grapes and 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 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,” Power added.
Believing organic grapes are the foundation of clean wines, Diaz and Power’s duo are made with grapes from certified organic vineyards that use little or no irrigation and no pesticides.
Keen to be as transparent as possible, Avaline’s pared back labels communicate the fact that the wines are organic, vegan-friendly, non-GMO and gluten-free with no added sugars, colours or artificial concentrates.
“Cameron and I spent two years developing, tasting and refining Avaline, and 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,” Power said.
Both wines have an RRP of US$24 and are on sale via Wine.com and select retailers in 43 US states.
Wine is becoming an increasingly popular celebrity side project. Just last week singer-songwriter Mary J. Blige launched her Sun Goddess wine range in collaboration with northern Italian producer Fantinel.
In late May, pop star Kylie Minogue entered the industry with her eponymous wine brand created in partnership with UK-based distributor, Benchmark Drinks.
Rosé is proving the celebrity wine of choice with everyone from Jon Bon Jovi and John Legend to Sarah Jessica Parker launching their own brands. Rapper Post Malone recently released his own rosé brand, Maison No. 9, and Minogue launched her range with a rosé.