Meet Avaline, a modern wine brand on a mission to bring transparency to every glass. Co-founded by Cameron Diaz and Katherine Power, Avaline was born from a simple question: what's actually in our wine?
As it turns out, there can be up to 70 additives (ranging from sugars and concentrates to animal byproducts) that U.S. winemakers aren't required to disclose on the label. When Cameron and Katherine discovered this, they set out to create a transparent wine brand people could feel good about – one made with organic grapes and little else.
Avaline launched in 2020 and has since grown into a fast-scaling brand with a national presence and a loyal following.
"Avaline is the fastest-growing 750ml still wine brand in the top 100, we saw a 50% sales increase versus last year," shares Kritika Misra, Senior Manager, Marketing Ops at Avaline.
The need for robust brand tracking
As Avaline's footprint grew, so did the team's investment in brand marketing. Naturally, they wanted to measure the ROI of their efforts.
"As we increased our brand spend across our channels, we wanted to ensure we could track performance in real time to manage our ROI. After reviewing a few brand tracking platforms, we landed on Tracksuit due to their flexibility and real-time reporting," explains Kritika.
As the person leading Avaline's marketing operations, Kritika knew they needed a solution that offered timely, actionable insights, not long research cycles with limited takeaways. Tracksuit checked all the right boxes, giving the team real-time data on how the brand performed quarter to quarter.
Since rolling it out, Avaline has used Tracksuit to monitor brand awareness and guide decision-making, both nationally and across focus markets where the brand has a 360 market model.
360 market test: the Hamptons
One of the brand’s focus markets is The Hamptons.
In the summer of 2024, the team launched a series of brand activations in the area to capture attention during peak season.
“As you know, a lot of wine brand building happens in the Hamptons. Consumers interact with many rosé brands, and those experiences influence their purchase for the rest of the year in New York and beyond. We wanted to test the effect of our 360 model in one of the most competitive markets in the U.S.," says Kritika.
Avaline made a splash through a mix of strategic on-premise placements and high-impact experiences. The brand also partnered with local restaurants to boost visibility and availability.
Measuring success with Tracksuit
Avaline's Hamptons initiative was the brand's first major market push outside of LA, and so the team wanted to know: Was it worth it?
The campaign generated strong buzz: press coverage, influencer moments, and a presence across multiple brand channels. But while top-line visibility was exciting, the team needed a more concrete way to evaluate performance.
She continues, "Using Tracksuit’s DMA for New York, we saw Avaline’s brand awareness increase by 21% versus the prior months. We also saw a lift in the funnel from consideration to usage, and from usage to preference, which allowed us to fine tune future activations and communications," Kritika says.
When it came to measuring performance more closely, Kritika used Tracksuit's comparative tools to analyze the lift.
Those insights not only validated the campaign's impact, they also helped shape Avaline's broader strategy for future activations in other focus markets.
Bringing it all together
Avaline's story shows how thoughtful brand building – paired with the right data – can fuel smarter decisions. With Tracksuit, the team isn't just growing brand awareness, they're measuring it in real-time and using those insights to guide what comes next.
Want to measure your brand like Avaline? Request a demo to learn more about Tracksuit's always-on brand tracking platform.