Santa Margherita Wines, the Italian producer known for its Pinot Grigio and Prosecco, has reunited with the fashion and lifestyle brand LoveShackFancy for a second consecutive summer collaboration.
As part of this joint effort, the companies will release a limited-edition rosé collection that includes the return of the popular 1.5-litre magnum bottle and the introduction of a first-ever three-litre jeroboam format. Both of these bottles feature a brand-new custom-designed floral print that blends timeless Italian elegance with whimsical, feminine charm. The three-litre jeroboam, which is Santa Margherita's largest rosé format ever released, contains approximately 20 glasses of wine and is positioned as a statement centrepiece for poolside gatherings, sunset parties, and celebratory summer events. The rosé itself is a blend of Chardonnay from Trentino's mountainous vineyards, Sauvignon Blanc from the Adriatic coast, and a touch of Venetian Pinot Nero.
Image Credit: Santa Margherita Wines x LoveShackFancy
Key Themes Behind This Trend
- Fashion-branded Wine
- Cross-category partnerships between wineries and lifestyle labels create premium collectible products that turn beverage packaging into a seasonal fashion statement.
- Oversized Entertaining Formats
- Large-format bottles are reshaping social hosting by combining shareable volume, visual spectacle, and higher perceived value for celebratory occasions.
- Limited-edition Packaging
- Scarcity-driven floral designs and custom bottle artwork transform traditional wine releases into collectible lifestyle drops with stronger gifting and social media appeal.
Where This Applies
- Wine and Spirits
- Premium producers are finding new differentiation through designer collaborations, unconventional bottle sizes, and occasion-led formats that extend beyond standard varietal positioning.
- Fashion and Lifestyle
- Lifestyle brands gain cultural reach by translating their visual identities into adjacent categories such as wine, where aesthetics influence purchase behavior and social display.
- Events and Hospitality
- Resort venues, party planners, and experiential hospitality spaces benefit from statement beverage formats that function as both refreshment and decorative centerpiece.
