In 1989, Chuck and Nina Meuel founded Alawine Marketing.  Chuck, a former Christian Brother, trained under Brother Timothy until he became Vice President at the world renowned Christian Brothers Winery.  When Chuck left the Brotherhood, he continued in the industry he loved.  His wife, Nina, joined him in the trade when she began doing scheduling for a portable wine bottler.  This new venture led them to see the need wineries had for professional labeling and repackaging done at a per case price.  As a result of this innovative process, wineries could accurately project costs.  Before Alawine came along most wineries were charged by the hour, a highly inefficient process which Chuck and Nina recognized gave the relabelers no motivation for speed and efficiency.  They promptly inaugurated the change.

After its inception and as business expanded, their daughter Therese Meuel and son-in-law David Oill joined Alwaine as consultants, giving it a fuller family commitment.