A white and a Rosé, from Catalan and Provençal varieties that add to the trend of organic, natural and ecological wines
Hollywood actress Cameron Díaz, 47, who has been away from the screens for six years in a retreat that is now final for her, and who has just brought a daughter into the world, has been added to the long list of celebrities (Francis Ford Coppola, Brad Pitt, Gérard Depardieu, Angelina Jolie, Jon Bon Jovi, Sarah Jessica Parker, Antonio Banderas …) who produce wines. Although, in the case of the wines of Cameron Diaz and his partner and friend Katherine Power, there are four fundamental differences with the hundreds of other famous wines: the first is that their wines follow a program of healthy, ecological, organic culture “clean wines”; the second is that they are produced from European, Catalan and Provencal grapes; the third, although it is not clear on the new brand’s website, is that they are also vinified in Europe, and the fourth is that of an aggressive and often misinformed marketing policy, which has already received the general blow from the great critics Americans. And to all this, and unlike other famous wines, it can be added that the two wines, a white and a rosé, onion skin, are very well made and their tasting is tasty, and the North American critics also agree on this.
A fortuitous beginning
It all started one afternoon, two years ago in Los Angeles, drinking wine in the backyard of the house of a friend of Cameron Diaz’s, the American fashion entrepreneur, Katherine Power. The two friends, who had forged their friendship from their confessed love for wine, naturopathy, well-being, environmentalism and healthy living, realized that afternoon that, although they had evolved to eat organic food and take care of naturally their body, they ignored everything about what was inside the wines they had drunk for half their lives. As Diaz says “we realized if we knew the content of everything that entered our body, why didn’t we also do it with wine?”
Two years of work
From there, they decided to educate themselves about the commercial winemaking process and were so horrified by many of the things they learned that they came to the conclusion that they wanted to do something in a different way than the traditional wine industry, and began a journey two years with “countless tastings” and a lot of time invested in research and other work, until he ended up developing his own brand “Avaline”, whose objective would be to produce wines that could be classified with the “clean” label. This was Diaz’s third adventure in the natural world, after having invested in the Modern Acupunture firm, in addition to writing his two books on nutrition: “The Body Book” (2013) and “The Longevity Book” (2016). On the other hand, Katherine Power owns two major successful health and wellness brands such as WhoWhatWear and Versed Skincare.
And Avaline is born: a soft White and an Onion Skin Rosé
Avaline’s wines are, according to Cameron Diaz: “clean, delicious, friendly with vegetarians, made with organic grapes and free of unnecessary additives”, Their wines are made from organic grapes grown without chemical pesticides, they are suitable for vegans, No added artificial ingredients, no added sugars, colors, or concentrates. They even claim that they are presented “with complete nutritional transparency.” “Vegan Friend” and gluten free. The San Diego actress reveals that “I have always believed that the key to well-being is balance.” Therefore, “creating a clean wine, full of natural goodness and free of dozens of unwanted and undisclosed extras, helps me find this balance when I am enjoying a glass of wine.”
Cameron Díaz, affirms that his wants to be “the purest wine, created for those who embrace the pleasure of a lifetime and a relaxed approach to well-being”. And he enthusiastically adds: “When we know what’s in our glass, we can let wine work its undeniable magic: transforming meals, provoking love and reaching out to those we care about.”
A white with grapes from the Penedès
Avaline White is a wine made from the organic varieties of Penedès, Xarel·lo, Macabeu and Malvasia certified as organic by the Generalitat body “Consell Català de la Producció Agrària Ecològica”. The Avaline label reads that the white wine is produced in Spain and the Penedès name appears on the website. Nothing else is explained but it is understood that this wine is vinified in a Penedès winery following the guidelines of the DO Penedès.
When tasting it gives off freshness provided by the notes of lemon, lime, wild flowers and also tropical. White stone fruit on the nose, well contained, fresh flowers, a touch of minerality, fresh and ripe plums, sage. Its aftertaste is long and dry, an aspect that makes this drink complex, with a special texture.
A Rosé with varieties of Provence
Avaline Rosé is a wine of organic varieties Garnacha, Cinsault, Calladoc, Syrah and Cabernet Sauvignon, certified by the prestigious “Bureau Veritas”. The Avaline label reads that this rosé wine is produced in France, the name AOC Côtes du Provence appears on the website. Nothing else is explained but it is understood that it is vinified in Provence following Appellation’s own guidelines. In tasting it is a soft pink wine, onion skin, very fashionable, which when tasted offers notes of melon, ripe strawberries, strawberry jam, currants, floral and citrus aromas, good acidity and good balance. Not very long ending.
The other side of the coin: good wine but tough marketing
Avaline presents itself as a company that markets “clean and delicious wines with organic grapes, produced in a transparent way, full of natural goodness, without unnecessary extremes.” Faced with these messages, American critics harshly attack the marketing used by Avaline, and not its wines, since many of them coincide in their quality. For these critics and experts, Avaline is not the only great brand that takes advantage of the message of “clean wine”, “natural” and “organic” without really respecting its ethics, but it is the first to have such important names as that of Cameron Díaz, or Katherine Power, (well known in the world of health), with such an important platform and media. This “clean” message takes advantage of, or ignores, the hard work of an important real movement of many years, ecological, organic, natural, in which winemakers have managed to strip the wine of unnecessary seasonings and turn winemaking into a clean process, promoting true transparency in winemaking, as San Francisco Chronicle expert Esther Mobley explains.
And about transparency, things that are missing
Precisely, according to many experts, this transparency that Avaline labels seek is not total, since neither the grapes of the coupage, nor the harvest or vintage, nor the production process, nor the denomination or appeal appear. Data that does not appear either, or very partially, on the brand’s website in which neither the grape varieties, nor the vineyards nor the winery where they have been produced can be known and where the name of any winemaker does not appear either.
Read more at https://www.tendenciahoy.com/autor/jcatala