Actress Cameron Diaz has launched a "clean" wine brand called Avaline.
Initially, the range includes a white and rosé. It is vegan-friendly, made with organic grapes and free of unnecessary extras like sugars, colours and concentrates.
It joins recent celebrity wine ventures by Kylie Minogue, Sarah Jessica Parker and Snoop Dogg.
Diaz's business partner is entrepreneur Katherine Power (Who What Wear, Versed Skincare). The pair were introduced by Diaz's sister in law Nicole Ritchie and formed a strong friendship.
One afternoon the pair discussed that they knew the contents of everything that went in and on their bodies, so why not wine?
Their journey to answer this question began in April 2018, as they immersed themselves into the wine world, seeking to learn everything they could about the industry: from farming to winemaking to distribution and retail.
Diaz said: “I enjoyed wine for many a year and never questioned it. Not once. I actually 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."
Power added: “We learned most wine is not made with organic grapes and that 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, hotels 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.”
First, Power and Diaz agreed on the style of wine they both enjoyed and wanted to make: a crisp and clean rosé and a mineral-driven, dry white. Next, after extensive research, they identified winemakers in France and Spain who owned vineyards and could produce these styles at the scale necessary for Avaline to achieve its mission of championing a new industry standard by making clean wine accessible to everyone.
The pair feel strongly that organic grapes are the foundation of delicious, clean wine. All of their grapes are grown with low-to-no irrigation in certified-organic vineyards, ensuring that they are not farmed with harsh chemical pesticides. Then during the production of the wine, Avaline’s winemakers use as few ingredients as possible.
In addition to raising the standard for what goes in a bottle, Avaline aims to raise the bar for transparency in the wine industry. This starts with the label, which clearly communicates what is and is not in each bottle of Avaline. On its website, Avaline provides even more information on the winemaking process and the nutritional content of the wines.
“As Cameron and I spent two years developing, tasting and refining Avaline, we could never have imagined the world in which we all find ourselves today," Power said. "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.
“Avaline was created for those very moments. When we’re cooking dinner, unwinding at the end of the day or catching up with loved ones, Avaline is here to bring lightness and positivity."
COVID-17 has changed Diaz's launch plans for the wine - there will be no big celeb party.
“We’ve been able to share it while visiting select friends and practicing social-distancing," Diaz told In Style. "The response has been just as we had expected: ‘It’s the perfect rosé!’"
Avaline White and Rosé ($US24) is currently only available for sale in the US.
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