Avaline’s Wine Revolution: How Instacart Ads Fueled New-to-Brand Growth

Avaline, co-founded by Cameron Diaz and Katherine Power, is quietly transforming the wine aisle. They’re on a mission to make delicious wine with radical ingredient transparency: sourcing organic grapes, excluding concentrates, added colors, and sugars, and sharing exactly what’s in every bottle.

But scaling a wine revolution takes more than a great product. It’s making sure your product is showing up everywhere consumers are, exactly when they’re looking for their next pour. That’s why Avaline partnered with Instacart Ads to put their story, and their wine, front and center for digital grocery consumers.

Driving visibility in the moments that matter most

Avaline first joined the Instacart marketplace in 2021, aiming to expand national distribution and support retail partners as more consumers shifted online. “We saw Instacart as a way to reach high-intent wine buyers as they’re browsing and searching across a wide network of retailers,” says Lindsey Cooney, Sr. Growth Manager at Avaline.

With Instacart Ads, Avaline’s bottles became highly visible whether a consumer searched by variety, occasion, keyword, or dietary preference. Sponsored product campaigns anchored early success, building sales velocity and laying a digital shelf foundation.

Expanding reach across the shopping journey

As Avaline’s Instacart business matured, the team set their sights on growth levers beyond search. In late 2025, they started leveraging shoppable display and shoppable video ad formats to amplify reach, attract new consumers, and prioritize high-opportunity audience segments within the wine and adjacent beverage categories.

Avaline’s full funnel strategy blended persistent sponsored product investment with breakthrough awareness and engagement tools:

• Shoppable display ads brought Avaline’s ingredient-first message and bottles to engage consumers exploring wine or complementary categories, with direct add-to-cart and brand exploration options.

• Shoppable video ads enabled deeper storytelling to inspire curiosity, reinforce transparency, and win over new-to-brand audiences.

This resulted in a rapid expansion across both new and existing households, moving Avaline from just capturing demand to actively generating it.

A data-driven approach to scaling results

By leveraging a full-funnel strategy, Avaline scaled their ability to reach, inspire, and ultimately convert new consumers, while still supporting core retailer partnerships.

Their expanded campaign strategy drove: 

• +627% YoY growth in new-to-brand sales

• +247% YoY category growth

• Improved rankings in high-value wine categories across multiple retailers

According to Avaline, their partnership with Instacart goes deeper than campaign mechanics. “Instacart’s team is proactive, strategic, and totally transparent with data and optimization recommendations,” Cooney notes. “We’re focused on incrementality: driving both new household growth and retailer impact, so every dollar spent makes Avaline more competitive and visible.”

Instacart’s actionable reporting, audience targeting tools, and cross-retailer analytics enable Avaline to optimize investments and defend shelf space today and as tastes evolve.

What’s Next for Avaline

Avaline’s leadership sees digital grocery, especially Instacart, as an increasingly strategic and growing part of the business. The channel not only drives immediate online sales, but also introduces Avaline to households that become in-store buyers.

Looking ahead, Avaline is doubling down on:

• Expanding shoppable display and shoppable video ads to new moments and missions

• Seasonal occasion-based storytelling

• Consistent new-to-brand acquisition

As consumer demand for transparency and ingredient integrity rises, Instacart remains a key growth engine for Avaline- helping them delight, acquire, and retain the next generation of wine drinkers.

^{Prior results do not guarantee future outcomes.}   

^{This post contains third-party claims and advertisements. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.}  

^{Looking to advertise with Instacart? Get started here.}