Della Vite expanded into the ready-to-drink market on July 10, 2025, with a comprehensive five-strong spritz range that marks the prosecco brand's entry into canned beverages. Co-founded by model and actress Cara Delevingne alongside her sisters, the brand leveraged its premium Italian wine heritage to create ‘Aperitivo Spritz,’ ‘Hugo Spritz,’ and ‘Sicilian Lemon Spritz’ at 10% ABV, plus ‘Bellini Spritz’ at 7.5% ABV and the non-alcoholic Aperiti-No Spritz. Each variant features an Italian white wine base produced at the same Valdobbiadene region winery that crafts Della Vite's signature prosecco, ensuring consistency with the brand's established quality standards. The RTD range launches in eight-packs of 20cl cans, positioning itself in the premium convenience segment.
This strategic expansion capitalizes on the growing spritz trend while offering consumers the accessibility of canned formats without compromising on the authentic Italian experience that defines the Della Vite brand identity.
Image Credit: Della Vite
Why This Trend Is Growing
- Celebrity-backed RTD Beverages
- The rise of celebrity-endorsed ready-to-drink beverages signals a growing trend where recognizable figures are leveraging their influence to create high-quality, convenient drink options.
- Premiumization of Canned Beverages
- Consumers' increasing demand for premium experiences in convenient formats is driving innovation in canned beverages, highlighting opportunities to blend heritage and luxury with accessibility.
- Spritz Beverage Popularity
- The expanding popularity of spritz-based drinks, particularly in canned form, marks a significant trend towards refreshing, low-ABV options that cater to both alcoholic and non-alcoholic preferences.
Industries Being Reshaped
- Ready-to-drink Alcoholic Beverages
- The RTD alcoholic beverages market is experiencing rapid innovation as brands introduce diverse flavors and premium offerings to meet evolving consumer expectations.
- Canned Beverage Packaging
- The burgeoning demand for convenience and portability is thrusting the canned beverage packaging industry into the spotlight, seeking to innovate around design and sustainability.
- Celebrity Branding Ventures
- The realm of celebrity-backed branding is expanding as public figures diversify their portfolios, influencing industries and tackling new sectors with their personal brand power.
