Cameron Diaz and entrepreneuer Katherine Power explain the motivation behind disrupting the old-school wine business with new label Avaline.

(And stolen my future baby name in the process, but I suppose Ill forgive them.)

Why go into the wine business?

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Katherine Power:Cameron and I have both oriented around wellness in some shape or fashion.

Shes an investor/advisor for a lot of wellness brands, too.

So we were drinking wine together, and we started to wonder, What is this, actually?

Photography of a apple juice in glasses and apples in a wicker basket on wooden table

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Are these grapes organic, that we drink every day?

And we really felt compelled to share our newfound understanding with consumers and provide an alternative that was accessible.

Because when we tried to switch to organic, naturally-made wine, it was super hard to find.

red pigment in a wooden spoon

That was something we wished existed.

What ingredients specifically turned you off?

Its like eating clean and organicyou feel better knowing that youre not ingesting any of the pesticides.

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What does it mean to you?

So its knowing that our grapes, first and foremost, are organically farmed.

So we use a plant-based pea protein thats organic to do our clarifying and fining.

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So we can drink other wines [besides Avaline], too!

It wasnt as important to the consumer, and now it is.

So I think now were going to see a lot of companies being much more transparent.

Cropped shot of young woman shopping in the dairy section of a supermarket. She is reading the nutrition label on a container of fresh organic healthy natural yoghurt

W+G: Speaking of transparency, what can you tell me about your vineyards?

KP:This is not your typical celebrity wine brand.

Its not a licensing deal.

A hand is stirring a sourdough starter in a glass jar, on a kitchen countertop. The light casts a warm glow, highlighting the ingredients inside the jar.

We did not buy bulk juice and slap a label on it.

Weve partnered with the best winemakers we could find for each taste profile.

A lot of care goes into the land and into the process.

Two cups with coffee and green tea on a beige background.

And we work with both male and female winemakers, which has been really cool.

This is not your typical celebrity wine brand.

Its not a licensing deal.

We did not buy bulk juice and slap a label on it.

CD:Thats why we made Avaline, because no [there isnt an easier way]!

Why do you reach for it?

Is it for self-care, to socialize…?

CD:I think its all of those things.

So friendship, community.

W+G: Especially in this heat, nothing is better than a cold glass of white wine!

CD:Yesput it on ice.

I drink mine on ice.

Katherine loves a spritzer.

KP:With a charcuterie and cheese plate, or sushi.

But is there anything upcoming for the brandor any of your other endeavorsthat you do want to share?

KP:Were going to continue to release new products that are really guided by our community.

Were listening to what they want next, and Cameron and I are excited about what we want next.

Well definitely have a couple of new products out there before the end of the year.

W+G: Which is fast approaching, and what a year its been, too.

Since youre both mothers, I wonder if theres anything youve found yourself hoping for (over wine!)

for your children, for the future?

You know, just as a super casual question to end this conversation on.

I just know it.

CD:Thats such a great sentiment.

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