Yuav ua li cas Avaline Wine Co-Founders, Cameron Diaz Thiab Katherine Fais Fab, tau txais $ 20 lab hauv kev muag khoom nrog pob tshab

Thaum cov neeg ua lag luam serial, Katherine Power ntsib Hollywood hnub qub thiab tus sau, Cameron Diaz, lawv pom tias lawv muaj qee yam sib xws - kev hlub ntawm cov cawv txiv hmab zoo. Nyob rau tib lub sijhawm, lawv kuj tau kawm tias lawv muaj kev ntxhov siab ntau - qhov tsis muaj pob tshab ntawm cov ntawv caw.

Nrog rau tam sim no TTB cov cai tsis tas yuav tsum tau haus cawv hauv Tebchaws Meskas kom suav nrog cov khoom xyaw lossis cov khoom noj khoom haus (txawm tias qhov no tuaj yeem hloov pauv yav tom ntej - saib daim ntawv hauv qab no), lawv tau txiav txim siab los nqis tes ua thiab tsim cov cawv txiv hmab tshiab uas tau muab rau cov neeg siv khoom. kev paub. Yog li kev taw qhia ntawm Avaline wines - thawj 100% organically ua teb txiv hmab txiv ntoo uas tsis muaj additives, thiab meej pob tshab los ntawm kev teev cov khoom xyaw thiab khoom noj khoom haus cov ntaub ntawv nyob rau hauv pem hauv ntej thiab nram qab daim ntawv lo.

"Lawv pom lub qhov nyob hauv kev ua lag luam uas cov neeg siv khoom xav tau," said Avaline Thawj Tswj Hwm thiab CFO
CFO
, Jen Purcell, hauv kev xam phaj Zoom tsis ntev los no. "Lawv lub zeem muag tau them nyiaj, vim tias txij li peb lub hom phiaj pib thaum Lub Xya Hli 2020, peb tau ua tiav ntau dua $ 20 lab hauv cov nyiaj tau los muag."

Lub tuam txhab cawv kuj tau txais lwm qhov kev qhuas hauv lub sijhawm luv luv 2.5 xyoo. Cov no suav nrog yog # 2 organic wine hom hauv Asmeskas khw muag khoom, thiab # 1 hauv cov organic ultra-premium nqi ntu ($ 14 - $ 19.99). Lawv tau pib nrog kev tshaj tawm ntawm 25,000 tus neeg mob, thiab hnub no tau muag ze li ntawm 150,000 tus neeg mob hauv ib xyoos, nce 97% hauv cov nyiaj tau los muag txhua xyoo hauv khw muag khoom, raws li Purcell.

Yog li cas lub tuam txhab me me ntawm cov poj niam coj ntawm 25 tus neeg ua haujlwm (90% poj niam), ua haujlwm nyob deb, tswj kom tsim lub tuam txhab cawv zoo li no thaum lub sijhawm muaj kev sib kis loj? Cov lus teb tsis yog tsuas yog nyob rau hauv cov phau ntawv keeb kwm cawv, tab sis kuj yog ib qho khoom plig zoo rau poj niam Lub Hlis Keeb Kwm.

Avaline Winemaking Strategy

"Avaline tau tsim los ua kom cov kua txiv hmab txiv ntoo qab zib tuaj yeem siv tau thiab pob tshab rau cov neeg siv khoom. Kev noj qab haus huv tseem ceeb heev tam sim no, thiab cov neeg siv khoom saib xyuas yam lawv muab tso rau hauv lawv lub cev. Yog li ntawd, Cameron thiab Katherine tau mus rau Fabkis thiab Spain kom ntsib nrog cov neeg tsim khoom lag luam uas tau siv cov txiv hmab txiv ntoo uas muaj ntawv pov thawj organic, tsis muaj tshuaj ntxiv thiab yog tus phooj ywg vegan," qhia Purcell.

Tam sim no hauv Teb Chaws Asmeskas muaj nyob ib ncig ntawm 70 additives, xws li qab zib, concentrates, xim, tannins, thiab lwm yam uas tuaj yeem raug cai ntxiv rau cawv. Txawm hais tias ntau lub npe cawv tsis suav nrog ntau cov khoom ntxiv thiab feem ntau yog vegan, lawv tsis sau qhov no ntawm lawv cov ntawv.

“Katherine thiab Cameron tau saj los ntawm ntau pua tus qauv cawv kom txog thaum lawv pom liab, dawb, rosé, thiab sparkling caw uas lawv ob leeg nyiam. Peb kuj tau ntiav ib tus kws tshaj lij winemaker nyob rau hauv Sonoma County, Ashley Herzberg, uas tshwj xeeb hauv cov organic winemaking. Nws pab nrog kev sib xyaw thiab ntim cov raj mis, "Purcell piav qhia.

Cov cawv txiv hmab yog ntim rau hauv Tebchaws Europe, lossis tuaj txog hauv cov thawv ntim ntau thiab ntim hauv Tebchaws Meskas Lawv kuj muaj qhov laj thawj meej heev rau kev pib nrog 4 generic wines (liab, dawb, rosé, thiab sparkling), es tsis txhob muaj ntau yam sau npe wines, xws li raws li chardonnay.

"Peb txoj kev lag luam tshawb fawb pom tau tias peb cov neeg siv khoom lag luam - Millennials - feem ntau raug hem los ntawm varietal, vintage, thiab terroir, yog li peb txiav txim siab ua kom yooj yim. Peb pom tias nws ua tau zoo heev, "said Purcell.

Thaum lub sij hawm lawv cov kev sib tw kev sib tw, Purcell tau tshaj tawm tias lawv tsuas tuaj yeem nrhiav tau ib txhais tes ntawm Asmeskas cov khoom lag luam uas hais txog cov khoom xyaw lossis cov ntaub ntawv noj zaub mov ntawm daim ntawv lo, tab sis tsis muaj ib qho uas tau teev tseg. Yog li ntawd, txhua lub raj mis ntawm Avaline wine suav nrog ob qho tib si ntawm daim ntawv lo, ua rau lawv thawj hom cawv hauv Asmeskas khw muag khoom ua li ntawd.

"Tag nrho peb cov cawv txiv hmab yog vegan phooj ywg nrog sulfites qis dua 100ppm," qhia Purcell. Daim ntawv lo pem hauv ntej hais tias lawv yog 'Dawb los ntawm: ntxiv qab zib, xim dag, thiab concentrates.' Daim ntawv lo tseem muaj cov lus piav qhia txog yuav ua li cas cov cawv txiv hmab saj, thiab kev lom zem ua ke cov lus qhia. Hauv qab daim ntawv teev cov calories, carbohydrates, rog, protein thiab cov khoom xyaw.

Ib qho piv txwv ntawm cov khoom xyaw los ntawm lawv cov cawv txiv hmab ua hauv Fabkis yog: 'organic grapes, sulfites, poov xab, thiab poov xab as-ham.' Cov ntaub ntawv noj zaub mov yog: 'Calories 107, Carbs, 2.6G, Rog 0G, Protein 0G.'

Cameron Diaz piav qhia lawv cov laj thawj hauv lub vev xaib: "Kev qhia cov ntaub ntawv no yog peb txoj hauv kev hais tias koj txoj kev noj qab haus huv tseem ceeb rau peb."

Kev Lag Luam thiab Kev Muag Khoom Zoo rau Avaline Wines

Qhov tseeb tias lub hom lag luam tau tsim tawm nyob rau hauv nruab nrab ntawm Covid kis thoob qhov txhia chaw - ib yam dab tsi uas yuav ua rau muaj kev cuam tshuam rau feem ntau cov cawv txiv hmab - tsis zoo li faze pawg thawj coj. Purcell tau hais tias "Peb tau teem sijhawm Zoom kev sib tham nrog ntau tus neeg muag khoom uas Cameron thiab Katherine tau qhia cov cawv txiv hmab, thiab ntau tus neeg txaus siab rau qhov peb tau ua," said Purcell.

Yog li txaus siab, qhov tseeb, lawv tuaj yeem kos npe rau 15 tus neeg muag khoom sai sai, thiab hnub no cov cawv tau muag hauv 49 lub xeev, nrog rau kev nkag tau yooj yim rau cov neeg siv khoom hauv khw muag khoom loj thiab khw muag khoom, xws li Lub Hom Phiaj
TGT
, Koj
KR
, Sprouts, Albertsons
ACI
, thiab lwm yam. Wines kuj raug muag hauv lawv lub vev xaib, thiab lawv tau tsim cov kev pabcuam subscription uas cov neeg siv khoom txaus siab tau txais 12 lub raj mis cawv txhua xyoo, hauv txhua qhov ntau thiab ntau zaus, nrog kev xa khoom dawb.

"Rau kev lag luam peb siv lub tswv yim them nyiaj digital," piav qhia Purcell. "Peb siv Instagram, Facebook, Google, thiab cov neeg muaj kev cuam tshuam uas tshaj tawm rau lawv cov kev sib raug zoo platforms. Cov neeg siv khoom tawm tswv yim tau zoo, thiab peb pom tias 50% pom Avaline ntawm Instagram. “

Lub tswv yim digital tau yooj yim rau Purcell thiab Power vim tias lawv tau ua haujlwm rau lwm cov neeg siv khoom ntim khoom (CPG) cov tuam txhab, xws li Power's Versed Skincare hom, uas tau nqis peev hauv kev lag luam digital. Purcell kuj muaj keeb kwm muaj zog hauv kev nqis peev hauv tuam txhab nyiaj, thiab yog qhov tseem ceeb hauv kev nrhiav kev lag luam peev nyiaj los tsim lub hom.

Daim ntawv tso cai los ntawm TTB, txawm li cas los xij, tsis yooj yim li, vim tias lawv daim ntawv lo yog txawv heev. "Txhua zaus peb tau xa daim ntawv lo rau TTB, lawv ib txwm rov qab los thiab hais kom peb hloov pauv - qee zaum 5 thiab 6 zaug - tab sis thaum kawg peb tau txais lawv tag nrho pom zoo nyob ib ncig ntawm ob lub hlis," said Purcell.

Nws kuj tau piav qhia txog txoj kev kawm tob tob uas nws yuav tsum nkag siab txog cov kev cai nruj thiab kev ua raws txoj cai tsis yooj yim los muag cov dej cawv hauv Asmeskas "Txhua lub xeev muaj cov cai sib txawv thiab cov lej se rau cawv, uas txawv ntawm cov tuam txhab CPG," piav qhia Purcell.

Dab tsi ntxiv rau Avaline Wines?

Nrog xws li kev loj hlob sai, ntau tus neeg sab hauv kev lag luam xav paub dab tsi ntxiv rau Avaline. Purcell hais txog tam sim no lawv tab tom ntxiv qee cov npe cawv ntau yam rau lawv cov ntaub ntawv, xws li cov organic cabernet sauvignon los ntawm Washington State.

Nws hais ntxiv tias lawv xav tau cov cawv txiv hmab ntau dua los ntawm Asmeskas, tab sis nws tsis yog ib txwm yooj yim mus nrhiav cov cawv txiv hmab ua nrog cov txiv hmab txiv ntoo ua liaj ua teb ntawm qhov ntau thiab tus nqi uas lawv nrhiav. "Lub sijhawm no, peb tseem muaj kev sib raug zoo nrog peb cov chaw muag khoom lag luam hauv Tebchaws Europe," nws hais. “Feem ntau yog tsev neeg muaj wineries uas tau ua cawv rau ntau tiam neeg. Raws li peb tau loj hlob lawm, lawv tau txaus siab ua haujlwm nrog peb. "

Cameron thiab Katherine tseem mus rau Tebchaws Europe ib zaug lossis ob zaug hauv ib xyoos los ntsib nrog lawv cov neeg muag khoom thiab saj cov cawv txiv hmab, thiab lawv qhia txhua tus ntawm lawv cov neeg muag khoom winery ntawm lawv lub vev xaib. Cov co-founders kuj tseem muaj kev koom tes hauv lub hom phiaj los ntawm kev lag luam thiab PR.

Purcell c0tinued: "Peb cov neeg siv khoom tseem tab tom nthuav dav los ntawm hnub nyoog 24 mus rau nruab nrab-50s thiab tseem laus dua. Qee cov neeg muas zaub hais rau peb tias 'Kuv tus ntxhais ib txhiab xyoo tau qhia kuv cov cawv txiv hmab. Tam sim no nws yog kuv nyiam cawv.'

Avaline kuj tseem suav hais tias muag cawv ntau dua hauv cov khw noj mov hauv tsev thiab cov chaw tuav dej cawv, uas nyuaj ua thaum muaj kev sib kis.

Thaum nug yog tias lawv tau txiav txim siab muag lub tuam txhab tam sim no tias nws tau ua tiav, Purcell tau teb tias: "Zoo, peb yog lub tuam txhab txhawb nqa, yog li kev hloov pauv tuaj yeem tshwm sim."

Yog li cas wines saj zoo li cas? Lawv yog cov refreshing, lub teeb rau nruab nrab-lub cev, thiab brimming nrog ntshiab txiv hmab txiv ntoo flavors. Lawv kuj 'ua khub zoo nrog luag thiab lub sijhawm kom nco qab," raws li nws hais ntawm Avaline sparkling wine label.

Hneev taw: Pib lub Kaum Ob Hlis 2023, European Union yuav xav tau cov khoom sau npe rau cawv. TTB tab tom xav txog cov kev cai zoo sib xws tom qab tau foob los ntawm cov neeg siv khoom ntawm qhov teeb meem no, raws li Kev pom kev noj haus. Lwm yam qhov chaw paub meej tias cov khoom sau npe rau cawv hauv Tebchaws Meskas yuav los sai sai no.