What's Happening?
Supermodel Ashley Graham has launched a new wine brand, Lucci Lambrusco, in collaboration with her business partner, Danny Epstien. The brand focuses on a dry, sparkling red wine, aiming to reintroduce Lambrusco to the American market. Graham notes that while the alcoholic beverage sector is saturated with celebrity brands, there is a unique opportunity to revive Lambrusco, which was popular in the U.S. during the 1980s but has since become less common. The wine is priced at $19.99 and is available through major retailers like Whole Foods and Total Wine. Graham emphasizes the importance of meticulous attention to detail in the brand's development, which took three years to complete.
Why It's Important?
The launch of Lucci Lambrusco highlights a growing trend in the
beverage industry where celebrities leverage their influence to introduce or revive niche products. This move could potentially reshape consumer preferences and expand the market for sparkling red wines in the U.S. Additionally, Graham's involvement underscores the intersection of entrepreneurship and advocacy for body diversity, as she continues to influence both the fashion and beverage industries. The brand's success could encourage other entrepreneurs to explore underrepresented categories in the market, fostering diversity in consumer choices.
What's Next?
As Lucci Lambrusco enters the market, its reception by consumers will be crucial in determining its success. Graham has indicated that future product developments will be guided by consumer feedback, suggesting a potential expansion of the brand's offerings based on market demand. The brand's performance could also influence other celebrity entrepreneurs to explore similar ventures, potentially leading to a broader revival of niche wine categories. Additionally, Graham's continued advocacy for inclusivity in the fashion industry may further impact her brand's identity and consumer engagement.
