Avaline’s ‘Clean Wine’ Offensive Hits Major US Markets

LOS ANGELES, CA – March 18, 2026 – Avaline, the fast-growing wine brand known for its commitment to organic grapes and ingredient transparency, is launching an aggressive push for deeper national market penetration. The company today announced a significant expansion of its sales organization, strategically placing new leadership in critical U.S. markets including Texas, Florida, New York, Chicago, and Southern California.

This move is more than a routine hiring announcement; it represents a calculated investment to build upon the brand’s explosive growth and solidify its position as a leader in the burgeoning “clean wine” category. By establishing a dedicated field presence in these high-opportunity regions, Avaline is building the ground-level infrastructure needed to support its national ambitions, strengthen crucial distributor partnerships, and accelerate its presence in restaurants and hotels.

A Foundation for National Scale

The strategic expansion comes on the heels of a remarkable growth period for the brand co-founded by Cameron Diaz and Katherine Power. In 2024, Avaline achieved coveted “Impact Hot Brand” honors after posting 50% growth, shipping 214,000 cases in the U.S. and generating $33.2 million in tracked retail sales. This performance established it as the second-largest organic wine brand in U.S. retail and the top brand in the ultra-premium organic segment.

To manage and accelerate this trajectory, the company is investing in localized expertise. “These additions reflect our belief that strong local sales leaders are essential to building lasting partnerships and driving meaningful growth,” said Avaline CEO Jennifer Purcell in a statement. “As Avaline continues to scale nationally, our investment in an experienced sales team will allow us to better support our distributor, retail, and on-premise partners.”

This sales force expansion is critically timed, following Avaline's pivotal shift to a new national distribution partnership with Southern Glazer’s Wine & Spirits, North America's largest beverage distributor. The partnership, which took full effect in mid-2025, gives Avaline unprecedented access to a national network of retailers and on-premise accounts. The new regional sales teams will be instrumental in activating this powerful distribution channel, ensuring Avaline’s portfolio gets the focus it needs within Southern Glazer’s vast portfolio and translating national distribution into tangible local sales.

Riding the Wave of Conscious Consumption

Avaline’s success is deeply rooted in its alignment with a powerful shift in consumer behavior: the demand for transparency and healthier options in food and beverage. The brand’s core promise—wine made from organic grapes, with no unnecessary additives and a clear, accessible ingredient list—resonates strongly with a growing base of health-conscious consumers.

This has allowed Avaline to carve out a dominant space in the “clean wine” segment. While the term itself is not regulated by the Alcohol and Tobacco Tax and Trade Bureau (TTB), which does not mandate ingredient labeling, Avaline has turned this regulatory gap into a competitive advantage. By voluntarily providing nutritional information and a list of ingredients, the brand has built a foundation of trust with consumers who are increasingly skeptical of opaque labeling practices. This strategy has proven effective, propelling the brand’s growth even as parts of the broader wine market have faced headwinds.

The current sales expansion can be seen as a move to fortify this leadership position. By investing in on-the-ground teams, Avaline can better educate retailers, sommeliers, and consumers about its value proposition, solidifying its brand identity in a market that is becoming increasingly crowded with brands attempting to capitalize on the wellness trend.

Local Leaders for Battleground Markets

The choice of markets for this expansion underscores the strategic nature of Avaline's plan. Texas, Florida, Illinois, New York, and California are not only the largest wine-consuming states but also represent diverse and highly competitive landscapes where local knowledge is paramount.

In Texas, industry veteran Joe Rance joins as Sales Director for the South Central region, tasked with leveraging his 25 years of experience to drive statewide growth. The company is also actively recruiting for another sales manager in the bustling Dallas–Fort Worth metroplex, signaling deep commitment to the Texas market.

To capture on-premise opportunities, Avaline is bolstering its teams in key metropolitan areas. Mark Molina joins as a second Area Sales Manager in Florida, focusing on the vibrant Miami market, while Erin Scheetz has been named Market Manager for the New York City metro area—one of the most influential wine markets in the world.

The expansion also marks Avaline’s entry into new territories. Marilia Pieretti joins as the brand's first Area Sales Manager for Chicago, responsible for building a presence in the sophisticated Chicagoland market. On the West Coast, Victor Lopez takes the helm as the first Area Sales Manager for Southern California, overseeing the brand's home turf of Los Angeles and San Diego, where consumer alignment with organic and wellness-focused products is exceptionally strong.

With this enhanced field coverage and dedicated account leadership, Avaline is moving beyond relying on brand popularity alone. The company is methodically building a robust sales structure designed to translate its powerful brand story into increased shelf space, more menu placements, and a stronger, more resilient foundation for scalable growth across the country.