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If you’ve been wondering where Cameron Diaz has been lately, the likely answer is on his porch, listening to jazz and drinking rosé. It’s a fitting image for a new retiree, which is essentially what Diaz has been since he carelessly announced his “retirement” from acting in an interview with her in 2018. The sweetest thing co-stars Christina Applegate and Selma Blair (Diaz cited “retirement” as one reason why romantic comedy probably wouldn’t get a sequel).
Still, although the actress has not appeared in a major role since 2014 AnnieDiaz hasn’t exactly been hiding at home, despite what the Internet conspiracy theorists and his Ellen-looking, Aunt Mabel may be telling you In 2016, Diaz launched The longevity book, track your number one New York Times Best seller, The body book. Then, last December, the 47-year-old woman announced that she and her husband Benji Madden had received a newborn daughter, named Raddix. This month Diaz delivers his latest love job, with the launch of a new “clean wine” brand called Avaline.
Developed with her friend and Who uses Co-founder Katherine Power, Diaz says Avaline is about bringing a “new standard of transparency” to the wine industry. The company launched this week with a crisp, light pink and a mineral-driven dry white blend. Both wines are made from organic grapes, with no added sugars, colors or concentrates. They are also vegan and non-GMO.
Díaz and Power began developing the brand for the first time in 2018, fully immersing themselves in every part of the winemaking process, from production to bottling. “I enjoyed wine for many years,” says Díaz, “but I had no idea of the process.”
After settling on a white and rosé wine (their favorite wines to drink), Díaz and Power sought winemakers in France and Spain who owned vineyards that could produce these varietals on scale. They also made sure to get grapes grown with little or no irrigation in certified organic vineyards and without the use of harsh chemicals or pesticides. “One of the first conversations that Katherine and I had about making a cleaner wine was: ‘What are we going to add?'” Díaz recalls. “We soon learned that it was not what you added, it is what you did not add.”
Avaline
Avaline Rosé, $ 22.99, available at Drizly
Wines hit the shelves this week at select retailers across the country, online at Wine.com and through the Drizly alcohol delivery service.
As for the challenges of launching a new company in the midst of a pandemic, women say they hope it will be an opportunity, at the very least, to inject some “lightness and positivity” into our everyday lives. “We could never have imagined the world we all find ourselves in today,” says Power, who is also the founder of the clean beauty brand, Versed Skincare. “But it is clear to us that as we navigate the important complexities of 2020, it has become more vital than ever to find joy in small everyday moments. Avaline, “continues Power,” was created for those very moments. “
Díaz and Power spoke with Rolling Stone about the misconceptions behind a celebrity-powered brand, the expensive harvests they’ve collected over the years, and how to be quarantined, and being a new mother, has helped shape Diaz’s surprising new musical tastes.
What inspired you to launch Avaline and why did you feel it was a good time to launch it now?
Diaz: Since Katherine and I started this journey two years ago, we put our heads down and really got down to business learning about the winemaking process and the various ways we could bring Avaline into our drinkers’ glasses for this summer. Drinking wine is old; It can be communal, or something one does to relax and unwind. We create Avaline with the spirit of friendship and with the quiet moments that we all take for ourselves. What we have all seen and felt during this time is that we all still have the need and instinct to connect and also learn in new ways how to be alone together. We are very happy to be able to contribute to those moments and give our drinkers the peace of mind that they are drinking a wine that maintains its values.
What are some memories you have about wine? Cameron, you’re one of the biggest movie stars in the world, so I suppose you’ve had a good chunk of good wine.
Diaz: Wine is forever present no matter where in the world you are; wine seems to be an essential human need[[[[laughs]And I was very lucky to have traveled the world and had the opportunity to drink some of the best wines. Great beautiful, very expensive and highly requested crops in some of the most beautiful settings … those are moments that I appreciate. And I have some vintages in my cellar that I hope to enjoy when they have reached their optimum level as well. But with that said, when I just want to have a glass of wine that I can share with my friends on the front porch or have a discreet dinner, all I want is a wine that tastes delicious, is easy to drink, I know it’s made with organic grapes and with the least amount of ingredients. We create Avaline for those moments.
Neither of you comes from a wine fund, but you both seem quite business-friendly. What did you have to do to immerse yourself in the learning of winemaking?
Diaz: It took us down a really fun but challenging path. Anyone in the wine and spirits business knows how tough the laws and regulations are. We didn’t get any passes under those laws and regulations just because I’m a “celebrity”. We did our research, learned from experts, and figured out how to find the wine we wanted to drink and then navigate the difficult business of bringing it to market.
Power: We both built this brand and its products from scratch for over a year before making our first full-time rental. We knock on doors, meet with countless experts, and finally bring him to where he is today. Avaline is far from being a celebrity brand, but rather a product that we feel compelled to create for our community and the rest of the world.
But people will inevitably associate wine with Cameron Diaz.
Diaz: Well I guess it is as easy to stick a label on a “celebrity” as it is for a celebrity to stick a label on a bottle, so I understand how people might think that this is Avaline. But I have never put my name on anything. I have always done the job. Although it never seemed like a job because I only pursue things that I’m passionate about. And in creating Avaline, I don’t think anyone can blame me for wanting to spend time in beautiful organic and biodynamic vineyards touring centuries-old caves, cutting-edge winemaking facilities, [and] learning from passionate winemakers. I can fully admit that being a “celebrity” opened those doors for us. But I made movies for over 20 years sooo I guess it’s finally paying off[[[[laughs]Basically what I’m saying is that Katherine and I started this out of our shared desire for a wine that we could feel good drinking.
Avaline
Avaline White Blend, $ 22.99, available at Drizly
Katherine, what would surprise people about Cameron?
Power: Cameron is an incredibly curious person who makes it his mission in life to learn about as many different things as possible. If you have any questions about anything that is happening in your life or in the world, you can call her and she will have an informed point of view about it. She is also incredibly detail oriented. She doesn’t miss a word or a beat and has incredible high standards, it’s something we both share.
What have you two been doing during the quarantine?
Power: Honestly, we have joined our love for low profile. We enjoy hanging out on Cameron’s porch, or in my backyard, with a couple of other friends, or enjoying a quiet dinner at home with our husbands (who are also friends).
Diaz: In the last seven months I have entered the best phase of my life: motherhood! So it’s all been about my home and my family. And I am trying to reflectively engage in the broader and more important conversation in which our society is currently involved.
Cameron, as a huge music fan, what are some albums that you and Benji have been listening to lately?
Diaz: Well, since we have a small one, we are really getting into some drug Sesame Street Swarms. We have “Baby Shark” in the mix and of course Benj has written at least a dozen songs for it. So we are doing great optimism, and often a cappella gets stuck here.
Which album or artist would be the best soundtrack for a wine night with Avaline?
Power: In fact, we named Avaline while listening to Chet Baker, who is an option for both of us while enjoying a glass of Avaline in the evenings.
Diaz: I listened to the entire Miles Davis album Blue type the other night. There is nothing better than that group of musicians. They defined jazz. Move my soul in all directions.
