Jennifer Purcell

CEO Avaline

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.

Day Two: Wednesday, February 26: Customer-Centric Retail & Disruptive Innovation

2:40 PM Fireside Chat: How Avaline Set Itself Apart with Label Transparency & Organic Production

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’s lineup of organic, transparent and vegan-friendly wines has become the #2 fastest-growing brand – up 79.4% from 2023 and has entered the Top 100 wine brands nationally. This Fireside chat with Avaline CEO, Jennifer Purcell, will dive into how the brand sets itself apart from other organic wine brands and prioritizes transparency by listing all ingredients and serving facts on their bottles and providing details about their organic farming practices right on their website.

Check out the incredible speaker line-up to see who will be joining Jennifer.

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