First on CNN: Cameron Diaz wants to ship you her wine

Question: What products do you like to buy online and what do you prefer to buy in-store?

Actress Cameron Diaz and fashion entrepreneur Katherine Power have a problem: Their new wine label is so popular that even they are having trouble tracking down bottles to buy. That’s about to become easier for them and their loyal fans.Avaline, an organic wine label co-founded by the duo last year, is now selling wine on its website. The brand’s shift into the direct-to-consumer sphere comes following strong demand, partially spurred from people that are stuck at home during the pandemic. The consumer is now primed and comfortable ordering alcohol online and it’s only going to grow from here. Power, who also co-founded the fashion brand Who What Wear, said there have been “roadblocks” with buying alcohol online, such as paying for shipping or being home to sign for it, that people are now overcoming. For Diaz, selling directly is part of making Avaline a more accessible and everyday brand. The bottles have twist-off caps and text-only labels that say what’s in the wine (organic grapes) and what’s not (additives like artificial colors.) “Our drinkers aren’t worried about the vintage or what regions it’s coming from,” she said. “What’s important to them is that it holds their values as far as what they’re consuming and what it tastes like.”Power said she’s proud that Avaline is one of the first wine brands to offer a direct-to-consumer service. Of course, shipping wine isn’t a new concept as monthly wine clubs have been around for decades. But budding brands are increasingly focused on getting a piece of booming online sales. Avaline also plans to debut exclusive wines for its website, a subscription option for “die hard” fans, and is even eying making other drinks besides wine, Power said. Avaline markets itself as a “clean” alternative compared to other wines because it’s made from organic grapes from wineries that meets its certifications. The brand is part of massive “better for you” trend in the food and beverage industry aimed at attracting health-conscious millennials. Sales of organic and natural wines have grown about 14% over the past five years. It’s also affordable: A bottle costs less than $20 and is available in four blends including white, red, rosé and sparkling.

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