Avaline Named 2026 Market Watch Wine Brand of the Year, Setting a New Pace for the Category
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Avaline, the organic wine brand founded by Cameron Diaz and Katherine Power, has been named Wine Brand of the Year at the 2026 Market Watch Leaders Choice Awards, a major recognition for the brand that has grown from a new entrant in the category since launching in 2020, into a nationally recognized wine brand today.
The Market Watch Leaders Choice Wine Brand of the Year is an honor voted on by the country's premier beverage alcohol retailers and recognizes the brand's cultural relevance, category-defining consumer connection, and explosive volume growth.
As the wine industry navigates shifting consumer habits, Avaline is setting the standard. Exceptional growth has propelled the brand past the longstanding leader in the organic category to become America's #1 organic wine brand in total US scans. Avaline didn't wait for the category to change. It changed the category.
Avaline is now showing up wherever its consumers are. In 2026, the brand significantly expanded its national retail presence across Kroger, Whole Foods Market, Albertsons Companies and Target, and deepened its digital reach through Instacart, DoorDash and Gopuff, putting Avaline in front of Gen Z and Millennial wine drinkers in the places they already shop. The momentum is proven in the numbers: Avaline's dollar sales are up nearly 30% year-over-year — the fastest growth of any top-200 wine brand in the U.S. (Total US TABs, 52 weeks ending 9/5/26).
"Wine is changing, and we've been building for that change since day one," said Jennifer Purcell, CEO of Avaline. "To be recognized by the industry as Wine Brand of the Year in just six years since our launch is incredibly meaningful. We started as a disruptor, we're leading now, and we still feel like we're just getting started."
The Avaline promise is simple: every bottle is crafted in Europe with organic grapes, and ingredients clearly listed on the label so drinkers know exactly what's in their glass. That promise has remained constant as Avaline has scaled.
The 2026 Market Watch Leaders Choice Wine Brand of the Year recognition will be featured in the October Market Watch Leaders issue, Shanken News Daily and additional Market Watch coverage, with post-event coverage appearing in Market Watch's December issue.
To learn more about Avaline and its growing portfolio of organic wines, visit drinkavaline.com and follow @avaline on Instagram.
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