March 10, 2025 (Los Angeles, CA) — Avaline – the organic and transparent wine brand from Cameron Diaz and Katherine Power – announces updates to its sales team, following a record-breaking year.
After a very successful 2024 and in anticipation of substantial growth in 2025, Avaline announces the promotion of Matt Szura to Senior Vice President of Sales. Szura has spent over two decades in the wine industry, working across sales, marketing and business development and has been working with Avaline for four years. In his new role, Szura plans to continue to lead the company’s national sales team efforts, working closely with distributor and retail partners to grow the brand and expand Avaline’s on-premise presence, with a focus in the New York Tri-State and Florida markets.
Along with Szura’s promotion, Yujin Jones, one of the brand’s most tenured sales leaders who initially served as Sales Director for the Southeast, is promoted to Senior Sales Director. She will focus on leading efforts to enter and expand in the Southeast and Caribbean regions in 2025.
Under Szura and Jones’ leadership, along with CEO Jennifer Purcell, Avaline quickly became the #2 organic wine brand in the U.S. last year, with a 65.6% increase in sales.
“At Avaline, we are focused on evolving, growing and building strong partnerships to bring our delicious and organic wines to more people,” says Avaline CEO, Jennifer Purcell. “I believe Matt and Yujin will continue to play a pivotal role in driving this vision forward, ensuring we grow our on-premise presence, while remaining true to our values. Their leadership reflects the heart of Avaline – always rooted in authenticity and transparency even as we expand.”
In addition to the promotions of Szura and Jones, Avaline is strengthening its on-premise-focused sales team with the addition of two dedicated representatives in the New York Tri-State and Florida markets. This investment allows direct engagement with independent restaurants, hotels and resorts, expanding Avaline’s presence in the on-premise channel. Working closely with distributor partners, Avaline’s new sales team aims to drive growth in hospitality and resort accounts, furthering the brand’s goal to expand on-premise availability nationwide.
About Avaline
Avaline is a vegan-friendly wine brand founded in 2020 by global icon and wellness author Cameron Diaz, together with successful entrepreneur Katherine Power (Who What Wear, Versed Skincare, Merit) that is raising the industry standard by making organic wine more accessible without sacrificing taste. The brand offers a thoughtful collection of crowd pleasing favorites that are made with transparency—all Avaline wines are made from organic grapes, low in sugar and sulfites, vegan, and free from added concentrates, with their ingredients and nutritional information listed right on the label. Avaline is available in retail stores nationwide and direct to consumer via drinkavaline.com.
