The News
Organic wine brand Avaline has launched the "Summer on Repeat" campaign for this summer. The campaign features a limited-edition French Rosé with a unique label designed by Paris-based artist Marcelo Gomes. The campaign includes partnerships with Proper Hotels as the official wine partner of the Proper Summer Music Series, which takes place at multiple locations across the U.S. The campaign is set to run during the summer months.
Avaline Wine has launched a limited‑edition French rosé under its “Summer on Repeat” banner, partnering with Proper Hotels to showcase the bottle at high‑profile venues. The release comes amid a global wine consumption slump—industry data show that 2025 saw a 68‑year low in total consumption—and follows Avaline’s 50 % year‑over‑year growth to 214 000 cases in 2024.
The rosé, sourced from the South of France and produced by Famille Negrel at Mas de Cadenet, is certified organic by Bureau Veritas. It contains less than one gram of sugar per serving and retails between $24 and $26 a bottle—pricing that sits in the premium‑accessible segment.
Avaline has chosen a selective channel strategy. The limited‑edition label will be sold online and at a handful of retailers—including Bristol Farms, Pavilions and Sprouts—and via QR‑enabled digital hubs linking to recipes and playlists. Distributors are not carrying the rosé through the traditional wholesale path.
Proper Hotels’ summer music series—running in Santa Monica, Austin, Miami Beach and Montauk Yacht Club—provides an experiential showcase for the bottle. On‑premise operators can tap these events to build a “summer on repeat” narrative that may justify a higher pour cost.
Avaline’s growth underscores how clean‑label wines are capturing share in a contracting sector. The partnership with Proper Hotels offers a way to add experiential value that can offset the $24–$26 price point, but operators should monitor whether the hospitality activation translates into demand at the limited retail touchpoints.
For distributors and on‑premise buyers, the key takeaway is that premium, clean‑label wines can still command robust margins even as overall wine consumption declines. The success of Avaline’s limited‑edition rosé will depend on how effectively the experiential partnership drives sales in both hospitality venues and the selective retail outlets.
Original Press Release
The seasonal campaign pairs a limited-edition Rosé label with cultural partnerships and experiential programming across the U.S.
LOS ANGELES, June 3, 2026 — This summer, organic wine brand Avaline unveils Summer on Repeat, a multi-platform campaign designed to celebrate the rituals, destinations, and gatherings that define the season. From golden hour pours to long dinners that stretch into the night, Avaline invites consumers to savor the moments worth repeating all summer long.
At the center of the campaign is Avaline’s French Rosé, debuting a limited-edition label featuring a photograph by Paris-based artist Marcelo Gomes. Known for his cinematic, textural visual language, Gomes interprets the rhythm and nostalgia of summer through an abstract wave motif inspired by long coastal days and the feeling of wanting summer to last forever. The design unites two places central to Avaline’s story: the California shores where the brand was born and the French vineyards where its Rosé is crafted, capturing the effortless, endless-summer feeling found in every bottle.
As part of the campaign, Avaline is partnering with Proper Hotels as the official wine partner of the Proper Summer Music Series, a summer-long cultural programming platform spanning Santa Monica Proper Hotel, Austin Proper Hotel, The Shelborne By Proper in Miami Beach, and Montauk Yacht Club. Bringing together live music, hospitality, and modern entertainment, the partnership places Avaline at the center of a curated lineup of summer experiences across some of the country’s most sought-after destinations. As part of the series, Montauk Yacht Club and Billboard will once again host the Marina Music Series, with Avaline featured as the official wine partner throughout the summer—aligning the brand with one of the season’s premier live music series.
Additional programming includes a seasonal frosé collaboration with Los Angeles hotspot LEORA and immersive “Avaline Hours” experiences in key markets across the U.S.
“Summer on Repeat is inspired by the moments we find ourselves returning to all season long—lunches that stretch into golden hour, weekends away, and spontaneous gatherings with the people we love,” said Shayna George, Chief Marketing Officer at Avaline. “We created this campaign to celebrate the simple moments that become cherished memories, and our partnership with Proper Hotels provides the perfect setting to place Avaline at the center of it all.”
The campaign will roll out across digital, retail, experiential, and on-premise channels nationwide through August. Consumers can also explore a dedicated Summer on Repeat digital hub featuring seasonal recipes, entertaining inspiration, a “Rosé radio” playlist, and event programming accessible via QR codes on bottles and retail displays.
With Summer on Repeat, Avaline continues to build on its momentum as one of the fastest-growing organic wine brands in the U.S. Available nationwide at major retailers including Target, Sprouts, and Whole Foods Market, the brand continues to expand its presence across hospitality, experiential, and cultural spaces while redefining how wine shows up in modern life.
The limited-edition French Rosé label will be available for purchase on Avaline’s website and at select Bristol Farms, Pavilions, and Sprouts locations throughout the summer. To find a bottle near you, visit Avaline’s store locator for participating retailers and availability.
Learn more about the Avaline Summer on Repeat campaign at drinkavaline.com. Follow Avaline (@avaline) to stay inspired all summer long.
Sources consulted (web research):
- Avaline Stella Mccartney Rose Wine Collab
- Avaline Kicks Off Summer On Repeat With Limited Edition Rose Label
- Celebrity Clean Wine
- Avaline Launches Summer Rose Campaign
Source: BevNET