Campaign Spans Music Series, Limited-Edition Label, and Nationwide Activations
Organic wine brand Avaline is rolling out "Summer on Repeat," a multi-platform campaign designed to position the brand across hospitality, retail, and experiential channels through August.
The campaign centers on a limited-edition French Rosé label featuring artwork by Paris-based artist Marcelo Gomes, available now on Avaline's website and at select Bristol Farms, Pavilions, and Sprouts locations. The label design incorporates an abstract wave motif intended to connect California shores—where Avaline was founded—with the French vineyards where the rosé is produced.
Proper Hotels Partnership
Avaline has secured an official wine partnership with Proper Hotels for the Proper Summer Music Series, spanning properties in Santa Monica, Austin, Miami Beach, and Montauk. The brand will also serve as the official wine partner for the Marina Music Series hosted by Montauk Yacht Club and Billboard throughout the summer.
"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."
Additional Activations
The brand is launching complementary programming including a seasonal frosé collaboration with Los Angeles hotspot LEORA (available via Postmates) and in-person "Avaline Hour" experiences in key U.S. markets. A dedicated digital hub will feature seasonal recipes, entertaining inspiration, a curated "Rosé radio" playlist, and event programming, accessible via QR codes on bottles and retail displays.
The campaign runs across digital, retail, experiential, and on-premise channels nationwide. Avaline products are available at major retailers including Target, Sprouts, and Whole Foods Market.
Why It Matters
For operators and retailers, this campaign reflects how wine brands are increasingly bundling limited-edition products with hospitality partnerships and experiential programming to drive summer traffic. The Proper Hotels tie-up and music series positioning signals Avaline's strategy to embed itself in premium leisure destinations rather than compete solely on shelf space, a model gaining traction among organic and premium wine brands seeking younger, lifestyle-focused consumers.
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Written by FBM Publications Editors