Lucci Lambrusco

Why It Matters

Lucci fills a market void for dry, lower‑alcohol sparkling reds, positioning the brand to capture shifting preferences of Millennials and Gen Z toward fresher, food‑friendly wines.

Key Takeaways

• Ashley Graham launches Lucci, a dry sparkling red wine.
• Lucci partners with fifth‑generation Emilia‑Romagna winemaker.
• 11% ABV, priced at $19.99, targets low‑ABV trend.
• Nationwide distribution includes BevMo!, Total Wine, Wine.com.
• Aims to capture younger consumers shifting from prosecco.

Pulse Analysis

The beverage world got a fresh entrant on April 24, 2026 when supermodel‑entrepreneur Ashley Graham and co‑founder Danny Epstein unveiled Lucci, a dry, sparkling red wine rooted in Italy’s Lambrusco tradition. Crafted with a fifth‑generation winemaker in Emilia‑Romagna, the 750‑ml bottle delivers bright berry notes and a crisp finish at 11% alcohol by volume. By positioning the product as a modern, accessible take on a classic style, Lucci fills a gap in the U.S. market where dry Lambrusco has been scarce.

Lucci’s launch taps into a broader shift toward lower‑alcohol, ready‑to‑drink beverages among Millennials and Gen Z. Sparkling wine sales have outpaced still wine growth, driven largely by Prosecco’s popularity, yet many younger drinkers seek alternatives that feel less sweet and more food‑friendly. At $19.99 per bottle, Lucci offers a price point comparable to premium Prosecco while delivering a drier palate, positioning it as a versatile option for casual dining, bar service, and at‑home gatherings.

Distribution channels reinforce Lucci’s ambition to become a mainstream staple. The brand secured shelf space at national retailers such as BevMo!, Total Wine & More, Binny’s Beverage Depot, and online platforms like Wine.com and Gopuff, ensuring broad geographic reach. Early exposure in restaurants and bars should accelerate trial among the target demographic, potentially prompting other producers to explore dry sparkling reds. If consumer adoption mirrors the growth trajectory of other low‑ABV sparkling categories, Lucci could catalyze a resurgence of Lambrusco in the United States.