Cameron Diaz’s ‘clean’ wine eyes up category move

Actress Cameron Diaz’s ‘clean’ wine brand Avaline is “likely to” migrate to other categories.

Speaking to CNN Business this week, Avaline co-founder Katherine Power revealed: “We are super-driven by our consumer at Avaline and have stayed very connected to that consumer and are understanding of what they are looking for next in their lives. So we are likely to follow that consumer across other categories as their trends and preferences evolve.”

Diaz added: “We created a brand that we felt that consumers just like us would want to drink. We brought it to the market with the language that would reach them.”

“This ‘clean’ disruption in beverage, we’ve seen it now in so many categories,” reminded Power, adding: “I think we see a really amazing opportunity to meet the modern consumer where she is with the appropriate branding and marketing. There’s a lot to do in wine. But we are excited to, kind of, follow this lifestyle of the consumer and expand into other areas.”

Avaline, which has been created with organic grapes and without any unnecessary intervention or additives, launched on July 9th 2020 and since inception has reportedly generated £5.6m in retail and DTC value.