Avaline in Top 200 Wines in Sales, Builds Distribution, Launches New Varietal

Avaline, the organic and transparent wine brand co-founded by Cameron Diaz and Katherine Power, has landed in the top 200 wine brands in dollar sales across all price segments, and is currently the fastest-growing brand in that group, up 78.7% versus last year. The individual wines are also performing as standouts in their respective categories, showing huge gains in the last 24 weeks: in the ultra-premium price point: Avaline’s Rosé ranks No. 3 in $ sales, White Blend ranks No. 6 against Sauvignon Blancs and Other White Blends, and their Red Blend ranks No. 9.

In the first quarter, Avaline's core wines added more than  3,000 new points of distribution nationally, with Kroger, Target, Total Wine & More and Sprouts being among the biggest increases; Kroger and Target combined increased PODs by 56% so far in 2023 versus last year. Target also started selling Avaline’s White and Red Blends alongside its popular Rosé, which also picked up several cold box placements in the retailer across the country in addition to a spot in their “Better for You” shelf set. Avaline’s President, Jen Purcell, notes: “Our relationships with our distributor partners and retailers are just as crucial to our success as every drop of wine that goes into our bottles.”

In April, Avaline added a new varietal to its retail lineup: Cabernet Sauvignon, made with 100% Cabernet Sauvignon grapes from the Wahluke Slope in Washington State. With a medium to full-bodied profile and notes of red berries and a hint of cocoa, this bold, fruity wine has a subtle spice and chocolatey smoothness that is perfect for pairing with food or sipping with friends. As with all of Avaline’s wines, Cabernet contains zero grams of sugar per serving, no unwanted additives and is certified organic. Cabernet is available now in hundreds of stores across the country including Sprouts and Total Wine & More, with more to follow throughout the summer.

To further bolster the growing retail channel, Avaline brought in additional sales and marketing support. Cyndi Oman Dieterich joined Avaline as VP of Sales, South and is now the VP of National Accounts after she spent more than 4 years at their largest distributor (RNDC), most recently as the National Account Director for Target Corp. Cyndi was instrumental in Avaline’s growth in Target during her time with RNDC. The newest marketing team member: Caitie Gold, joined in January as the Director of Trade Marketing. With more than 7 years in alcohol marketing, Caitie brings a passion for retail programming and planning to the growing brand.

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