The $33 Million Secret: Why Cameron Diaz's Avaline Wine Is Flying Off Total Wine Shelves In 2025

As of late 2025, Cameron Diaz’s Avaline wine brand is not just a celebrity side project; it is a major player in the wine industry, with its products consistently highlighted and sold at major retailers like Total Wine & More. The brand, co-founded with entrepreneur Katherine Power, has cemented its position in the rapidly growing "clean wine" category by focusing on radical transparency and a commitment to using organically farmed grapes. This strategic partnership with high-volume stores like Total Wine has been critical to Avaline's soaring success, which saw the brand cross a significant sales milestone in 2024. This deep dive explores the latest updates on Avaline's availability and pricing at Total Wine, the products driving its massive growth, and the ongoing controversy surrounding the term "clean wine" that keeps the brand in the spotlight. Whether you are a long-time fan of Cameron Diaz or simply looking for your next bottle of wine, understanding the Avaline phenomenon requires looking beyond the celebrity endorsement to the substance of the product itself.

Cameron Diaz: A Comprehensive Biography and Career Profile

Cameron Michelle Diaz is an American actress, producer, and now, a successful entrepreneur. She is celebrated for her charismatic on-screen presence and versatility across comedy and drama genres.

• Born: August 30, 1972, in San Diego, California.
• Early Career: She began her career as a fashion model at the age of 16, working for major companies like Calvin Klein and Levi's.
• Breakthrough Role: Her acting career exploded in 1994 with her debut film role as Tina Carlyle in the blockbuster hit, The Mask, opposite Jim Carrey.
• Major Filmography Highlights: Diaz became one of Hollywood's highest-paid actresses in the late 1990s and early 2000s, starring in films such as My Best Friend's Wedding (1997), There's Something About Mary (1998), Charlie's Angels (2000) and its sequel Charlie's Angels: Full Throttle (2003), and Gangs of New York (2002).
• Awards and Recognition: She has received four Golden Globe Award nominations, among other accolades.
• Career Transition: Following her role in the 2014 film Annie, Diaz took a hiatus from acting, focusing instead on her personal life and the launch of her lifestyle brand, Avaline, with co-founder Katherine Power in 2020.
• Current Status: She is married to musician Benji Madden and has returned to acting for the upcoming Netflix film, Back in Action.

Avaline's Explosive Growth: Sales Figures and The Total Wine Connection

The partnership between Avaline and retailers like Total Wine & More has been instrumental in the brand’s meteoric rise. Total Wine, known for its vast selection and competitive pricing, provides Avaline with massive national exposure and distribution capabilities crucial for a high-growth brand.

The 2024 Sales Phenomenon

Avaline has proven that its appeal is more than just a celebrity endorsement. The brand is a true success story in the beverage alcohol industry.

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• $33.2 Million in Sales: For the 52-week period ending in 2024, Avaline generated an impressive $33.2 million in total scan sales.
• Case Volume: The brand crossed a significant milestone, selling over 213,000 cases in 2024 alone.
• Market Position: Avaline is recognized as one of the fastest-growing wine brands in the low-calorie and organic categories, sustaining double-digit growth.

Total Wine & More serves as a primary retail partner, stocking a wide variety of Avaline products and making them accessible to a broad consumer base looking for organic and transparently produced wines. This accessibility is a core part of Avaline's mission.

What Makes Avaline 'Clean' and The Products Available at Total Wine

Avaline was founded on the principle of transparency, driven by Cameron Diaz and Katherine Power's desire to know exactly what they were drinking. They position Avaline as a "clean wine" brand, a term that has both captivated consumers and sparked significant debate within the wine community.

The "Clean Wine" Philosophy

Avaline defines its 'clean' status by adhering to several key standards, which differentiate it from many mass-market wines.

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• Organically Farmed Grapes: All Avaline wines are made with organic grapes, meaning they are never treated with harsh chemical pesticides.
• No Unnecessary Additives: The brand commits to avoiding a long list of additives, including unnecessary coloring, concentrates, and added sugars.
• Vegan-Friendly: Avaline wines are certified vegan, as they do not use animal by-products like isinglass or egg whites in the fining process.
• Transparency: Unlike traditional wine labels, Avaline provides a full list of ingredients on its packaging and website.

Avaline Wines You Can Find at Total Wine & More

The Total Wine selection typically features the core Avaline portfolio, offering a range of styles and price points that appeal to diverse consumer tastes. Availability and vintage may vary by store location.

• Avaline White: A crisp, dry blend often featuring Spanish grapes like Xarel-lo and Macabeo. It is known for its fresh finish and light body.
• Avaline Rosé: A popular summer staple, typically a light, refreshing rosé with notes of melon and citrus, perfect for outdoor gatherings.
• Avaline Red Blend: A medium to full-bodied red wine, often featuring French-sourced grapes, offering a smooth profile with dark fruit notes.
• Avaline Sparkling Rosé / Prosecco: Effervescent and dry, this option provides a celebratory, refreshing experience, with the Sparkling Rosé being a highly-rated favorite.
• Avaline Cabernet Sauvignon: A recent addition to the portfolio, this Washington-sourced wine is a medium-to-full-bodied option with notes of black cherry and vanilla.
• Limited-Edition Offerings: Due to its strong performance in 2024, Avaline has been known to bring back popular limited-edition wines, such as its Italian white blend.

The Ongoing "Clean Wine" Controversy and Consumer Intention

While Avaline’s success is undeniable, the brand is at the center of a long-running debate in the wine industry over the term "clean wine." This controversy is a key driver of consumer curiosity and media attention.

Why the Term is Debated

Critics argue that the term "clean wine" is primarily a marketing strategy, suggesting that it creates a misleading binary between Avaline and other commercially produced wines.

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• Ambiguity: The term "clean" is not legally defined in the wine industry, leading to ambiguity. Many smaller, high-quality wineries already practice minimal intervention without using the "clean" label.
• Additives: Some critics point out that Avaline wines, while made with organic grapes, still contain several common additives (like sulfur dioxide) that are permitted in organic winemaking and are used by many other producers.
• Transparency as the Real Win: Proponents, including Avaline's founders, counter that the brand's true innovation is not the 'cleanliness' itself, but the commitment to radical transparency—listing ingredients—which forces the larger industry to be more open about its production methods.

For consumers seeking transparency and a clear commitment to organically farmed grapes, Avaline at Total Wine provides a straightforward, accessible option. The brand has successfully tapped into a wellness-focused consumer base, proving that clarity and celebrity can be a powerful blend in the modern marketplace.