Ashley Graham launches Lucci Lambrusco

Celebrity drinks brands are a dime a dozen, but Ashley Graham’s launch of Lucci Lambrusco is really interesting.

Rather than entering an already saturated Provence rosé or tequila space, Graham has chosen Lambrusco. A historically misunderstood Italian style that has been quietly regaining credibility among younger drinkers.

Produced in Emilia-Romagna with a fifth-generation winemaker, Lucci positions Lambrusco as dry, fruit-forward and versatile.

And for us, it seems smart. Premiumisation of accessible styles. Reframing heritage through a modern lens. And leveraging personal brand equity to accelerate reappraisal of a category that still carries outdated perceptions in some markets.

Lambrusco has been on a steady quality journey over the past decade. A high-profile launch like this could help fast-track broader consumer rediscovery, particularly in the US where sparkling red remains underdeveloped compared to Prosecco or rosé.

For brand owners, it is another reminder that “new” does not always have to mean NPD. Sometimes it means repositioning an existing product with sharper storytelling. Is this the moment Lambrusco fully sheds its old reputation?