Cameron Diaz's Wine Brand Just Out-Grew the Category Leader
Avaline spent six years selling better-for-you wine as a lifestyle choice. Now it's selling the sales figures.
Avaline, the organic wine label Cameron Diaz co-founded with Katherine Power in 2020, was named Wine Brand of the Year at the 2026 Market Watch Leaders Choice Awards, voted on by U.S. beverage alcohol retailers. The company says it has now passed the longtime category leader to become the top-scanning organic wine brand in the country, with dollar sales up nearly 30% year over year, the fastest growth of any top-200 U.S. wine brand over the past year.
The timing lines up with a retail expansion: Avaline added shelf space at Kroger, Whole Foods Market, Albertsons, and Target this year, plus delivery through Instacart, DoorDash, and Gopuff. CEO Jennifer Purcell summed up the moment plainly: "We started as a disruptor, we're leading now, and we still feel like we're just getting started."
Celebrity-founded brands get written off as vanity projects more often than not. Avaline's pitch has always been the ingredient label as marketing copy: no additives, organic grapes, made in Europe. Six years in, that is apparently a harder thing to copy than a famous name on a bottle.
More photos
Source: PR Newswire (Avaline)
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
