63: How Avaline Became a $33M Wine Powerhouse with CEO Jen Purcell - Business of Drinks

At a time when much of the wine industry is flat or in decline, Avaline — founded by Cameron Diaz and Katherine Power — is breaking sales records. In 2024, Avaline crossed 213,000 cases sold, generated $33.2 million in tracked retail sales, and saw 48.8% year-over-year growth.

In this episode, we speak with Jen Purcell, Avaline’s CEO, who has led the company to retail dominance. Under her leadership, Avaline has dialled in its retail strategy, becoming a top-selling wine at key retailers like Sprouts, Whole Foods, and Total Wine. They’ve expanded to all 50 U.S. states, and built a loyal DTC and affiliate customer base — all while disrupting wine norms with a transparent, health-conscious, and lifestyle-forward approach.

In this episode, Jen shares:

• How Avaline built traction with consumers by emphasizing organic ingredients, clean labels, and simplicity over terroir

• Why Avaline launched in retail first, grew DTC later, and is only now expanding into on-premise

• The thinking behind early SKUs like “White” and “Rosé,” and why the brand later expanded into varietals like Cabernet, Chardonnay, and Sauvignon Blanc

• How the team grew an affiliate network of 700+ brand fans who drive sales through community-based storytelling

• Why Avaline’s marketing team is built with talent from fashion, beauty, and lifestyle — not wine

• What’s working in paid ads, social, and influencer marketing — including a focus on UGC and lifestyle content over traditional product shots

Last Call:

Do wine writers need formal wine certifications? That’s the provocative question we’re tackling on this week’s Last Call on the Business of Drinks podcast — sparked by a viral Substack post from author Henry Jeffreys. With 134,000 people taking WSET exams in the past year alone, wine education is booming. But is it necessary to be a great communicator? We’ve got thoughts.

Don’t miss our next episode, dropping on May 14.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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