Avaline Pairs Limited-Edition Rosé With Proper Hotels Partnership for Summer
The organic wine brand launches a multi-platform campaign centered on a French Rosé with a custom label, tying into cultural programming across four luxury hote
Avaline, an organic wine brand, is launching a seasonal campaign called Summer on Repeat that centers on a limited-edition French Rosé paired with hospitality partnerships and consumer experiences across the United States. The campaign debuts June 3, 2026, and runs through August.
The limited-edition Rosé features a label designed by Paris-based artist Marcelo Gomes, depicting an abstract wave motif. The bottle is now available for purchase on Avaline's website and at select Bristol Farms, Pavilions, and Sprouts locations. Gomes's visual approach interprets what Avaline describes as the rhythm and nostalgia of summer, drawing from coastal imagery and connecting the California shores where the brand was founded with the French vineyards where the wine is produced.
The brand has secured a partnership with Proper Hotels as the official wine partner of the Proper Summer Music Series, a cultural programming platform spanning four properties: Santa Monica Proper Hotel, Austin Proper Hotel, The Shelborne By Proper in Miami Beach, and Montauk Yacht Club. The partnership positions Avaline within a lineup of live music and hospitality offerings across premium leisure destinations. Montauk Yacht Club will host the Marina Music Series in collaboration with Billboard, with Avaline serving as the official wine partner for that programming throughout the summer.
The campaign extends beyond hotel partnerships. Avaline has developed a seasonal frosé collaboration with LEORA, a Los Angeles venue, available for on-site consumption and delivery via Postmates. The brand is also hosting "Avaline Hour" experiences in key U.S. markets. A dedicated digital hub will provide seasonal recipes, entertaining guidance, a curated playlist called "Rosé radio," and event information, accessible through QR codes on bottles and retail displays.
Shayna George, Chief Marketing Officer at Avaline, stated: "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. 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."
Avaline distributes its wine through major national retailers including Target, Sprouts, and Whole Foods Market. The limited-edition Rosé label represents an extension of the brand's positioning within hospitality and experiential retail channels, a strategy increasingly common among premium wine producers seeking to build cultural relevance beyond traditional on-premise sales.