Lucci Reinterprets the Lambrusco with Ashley Graham
Lucci has introduced a reinterpretation of Lambrusco — a sparkling red wine originating from Italy’s Emilia-Romagna region — through the collaborative efforts of model Ashley Graham and business partner Danny Epstien.
Dubbed the Lucci Lambrusco, this contemporary iteration moves away from the sweet versions that historically dominated export markets, instead presenting a secco, or dry, profile characterized by effervescence and a composition of dark and red berry flavors. The brand worked closely with a fifth-generation winemaker in Emilia-Romagna, Italy in order to ensure authenticity.
With an alcohol concentration of eleven percent, the beverage occupies a moderate spectrum relative to still table wines and many sparkling alternatives. Ashley Graham shared: "To know me is to know I love Lambrusco. It's been my go-to wine for years."
Image Credit: Jay Diebel, Raf Maes
Dubbed the Lucci Lambrusco, this contemporary iteration moves away from the sweet versions that historically dominated export markets, instead presenting a secco, or dry, profile characterized by effervescence and a composition of dark and red berry flavors. The brand worked closely with a fifth-generation winemaker in Emilia-Romagna, Italy in order to ensure authenticity.
With an alcohol concentration of eleven percent, the beverage occupies a moderate spectrum relative to still table wines and many sparkling alternatives. Ashley Graham shared: "To know me is to know I love Lambrusco. It's been my go-to wine for years."
Image Credit: Jay Diebel, Raf Maes
Trend Themes
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Dry Sparkling Red Revival — A move from sweet to secco sparkling reds suggests room for novel production styles and packaging concepts that reposition red effervescence for contemporary palates.
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Celebrity Crafted Wine Lines — High-profile collaborations like Ashley Graham’s bring heightened brand storytelling and celebrity provenance that can differentiate small-batch wine offerings in crowded markets.
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Modernized Regional Authenticity — Partnerships with multi-generation winemakers indicate growing value in authenticated, region-specific products that blend heritage with modern flavor profiles.
Industry Implications
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Wine and Beverage — Lower-alcohol, effervescent red options point to portfolio diversification opportunities aimed at moderation-focused consumers and alternative consumption occasions.
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Luxury Lifestyle and Fashion — Influencer-anchored releases highlight a convergence where fashion and lifestyle brands leverage consumables to extend brand identity into experiential product lines.
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Foodservice and Hospitality — Versatile secco Lambrusco flavor profiles create potential for curated pairing programs and beverage-led dining experiences that refresh casual and experiential menus.
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