Cameron Diaz & Katherine Power Explain Their Winemaking Journey With Avaline
The story of actress Cameron Diaz and entrepreneur Katherine Power begins with a glass of wine and ambition. Last summer, the business partners presented their organic wine label Avaline, a brand they say defies the rules of winemaking.
Diaz told ABC Audio that she met the fashion mogul through her sister-in-law Nicole Richie, and said the idea for Avaline arose when they were drinking wine in her kitchen an weekend.
“We started talking about how everything in our life has become healthier,” Power recalled, leading them to research what was in their wine after noticing that there was none. ingredient indicated on the label.
The author of ‘Career Code’ continued, ‘Wine is one of the only consumer products where there is no nutritional value, no list of ingredients.
Understanding this process was “very difficult,” Diaz noted, because “it was a new language that we really had to understand.” The two used every resource at their disposal, including physically knocking on doors, to build their networking relationships and learn how to survive in the complex wine industry.
“I know how to start a business. But [industry] is just completely different, ”explained Power, who is the co-founder of Who What Wear. “From laws and regulations to licensing, to how you actually sell a product to a retailer. It is different from any other category. So it was more difficult for us than anything else. “
In addition, the two have broken with traditional winemaking practices by offering a clean, organic wine that is transparent on its ingredients.
“At first we had a lot of reluctance from the industry until we said ‘This is how you do it,'” revealed the four-time Golden Globe nominee. “Because it’s been put in place a certain way for so long for very clear reasons. But we decided that we were just … going as far as we could.”
Power credits their partnership with Abbott Wolfe, who is now CEO of their company, as well as those who “saw the opportunity” in their business, for helping Avaline take off.
“You really had to find the people who understood that [we were] do it differently, ”thought Diaz.
Power added with a big smile: “We created the opportunity for ourselves, and we did. And we had so much fun.”
Two years after that fateful glass of wine in Diaz’s kitchen, Avaline was unveiled in June 2020. Power said the deployment had been postponed “a few months” due to the pandemic.
“[We wanted to] come to a point where we felt it was appropriate to talk about something new that we were offering, ”she said.
As they prepare to celebrate Avaline’s first anniversary, Power noted that their brand had “exceeded any expectations we had” and that they were “excited about the future.”
“We’re just getting started,” she teased, noting that the two recently released a sparkling rosé.
Both have enjoyed their transition to become full-time winemakers, with Diaz revealing that his new profession takes “a lot less time at this point, because making movies is pretty much the longest thing you can do with your time. “
“[It’s] nice to be able to contribute and be a part of creating something and bringing to the world a product that I’m really proud of and truly believe in, ”she said, adding that“ it doesn’t. not require you to be away from home for months, 16-hour days. “
As for Power, she said she felt “very comfortable” after learning the ins and outs of her new business, adding, “It’s just a lot of fun to do with a friend.”
On the back of each bottle of Avaline is a toast that reads: “To Friendship”.
Because, as Diaz said, that’s where their brand was “born”.