Jennifer Purcell | Source | CEO at Avaline
Jennifer Purcell
Jennifer Purcell is the CEO of Avaline, a wine company founded by Cameron Diaz and Katherine Power that is raising the standard in the industry by making organic wine more accessible. While at the helm, Avaline has grown to the #2 organic wine brand in the country and become the third fastest growing wine brand within the top 150 wine brands nationally.
Before joining Avaline, Jen was CFO of Lumi, a high growth packaging sourcing and management platform serving DTC companies, and VP, Finance & Corporate Strategy at Thrive Market for nearly four years as it grew from $25MM to over $200MM in revenue. She also spent time at The Bouqs Company, a DTC floral retailer, and co-founded a startup that focused on educational software used by speech language pathology practitioners and patients. Prior to joining the startup world, Jen spent the early part of her career in transactional finance, including distressed debt and investment banking.
Her pedigree in DTC consumer businesses and finance makes her a strategic, data-driven leader who natively understands the constantly-changing digital landscape. Having worked with several great leaders in the past, Jen prides herself on being a strong mentor that seeks to get the best out of her team. Her past experiences working with high-growth, distressed, and mature companies has allowed her to understand the strategic decisions that must be made at various stages of a company’s lifecycle.
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The Quality Makers: Jen Purcell of Avaline Wines (2023) | The Quality Edit
Founded by actress Cameron Diaz and entrepreneur Katherine Powder, Avaline has been steered to massive success in the organic wine world by a third savvy female leader: President and CFO Jen Purcell. Read our Quality Makers interview with Purcell here.
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How Avaline Wine Co-Founders, Cameron Diaz And Katherine Power, Achieved $20 Million In Sales With Ingredient Transparency
When serial entrepreneur, Katherine Power met Hollywood star and author, Cameron Diaz, at an L.A. party, they discovered they had something in common – a love of good wine, and frustration with wine over the lack of ingredient and nutrition information on the label.
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“We choose to focus on the organic certification and minimal ingredients because it’s what our consumer is looking for. With our wines, we want to deliver an organic alternative to our customer’s go-to conventional wine, something that delivers that consistency and clean taste, which means adding minimal sulfites and filtering our wines."
"‘Taste comes first.’ At the end of the day, if the product doesn’t taste good, we’re not going to be able to win our customers back again and again. Several steps go into our process to ensure that all of Avaline’s wines meet our taste standards. With each new wine we go out to our community to learn what they look for in the varietal, then layer in the Avaline style and start with that as our brief. Our winemaker Ashley Herzberg will then find the right producer and work with them to hit that taste profile. With a final sign off from our founders on the taste, we then bring the product to market. For some wines this means delaying launches by over a year in search of the right wine, but being able to deliver quality consistently makes it worth it. We’re proud to have over a thousand five-star reviews on our wines which I believe speaks to how delicious it is!”
