Ashley Graham Launches Lucci Lambrusco Wine Brand

Supermodel Ashley Graham and her business partner Danny Epstien launched Lucci Lambrusco, a dry sparkling red wine, on Wednesday morning. The wine comes from Italy's Emilia-Romagna region and aims to make the classic Italian style more available in the US. Graham has long pushed for better body representation in fashion, and now she brings that same approach to wine with a product she says fits everyday life.

Background

Ashley Graham started modeling over 25 years ago. She has walked runways for brands like Dolce & Gabbana, Tommy Hilfiger, and Michael Kors. Her face has appeared on covers of Vogue and Sports Illustrated. Throughout her career, Graham has spoken out for more diverse body sizes in fashion. She has talked about brands like Victoria's Secret and their efforts to include a wider range of sizes.

Lambrusco is a sparkling red wine from Italy, mostly made in Emilia-Romagna. It uses the Charmat method, also called Martinotti in Italy, where the wine gets its bubbles in large tanks. There are 12 native grape varieties for Lambrusco, making rosé and red styles, often brut with low sugar, under 12 grams per liter. In recent years, producers there have focused on drier, crisper versions. People in Modena and Italy prefer these dry styles, while sweeter ones go to other markets.

Graham first tried the dry, fruit-forward Lambrusco in Italy. She found it hard to get that exact style in the US. That gap led her to start Lucci with Epstien. They worked with a fifth-generation winemaker in Emilia-Romagna to create it. The wine has notes of red and dark berries, with a bright, bubbly feel and crisp finish. It sits at 11% alcohol by volume, lower than many wines, which fits trends toward lighter drinks.

Key Details

Lucci Lambrusco sells for $19.99 per 750ml bottle. You can find it now at major US retailers like BevMo, Total Wine and More, Binny’s Beverage Depot, GoPuff, and Wine.com. It is also in some restaurants and bars nationwide.

Production and Taste

The wine comes from the heartland of Lambrusco production. Producers there are updating the style, cutting sugar for a crunchier taste. Lucci follows that path. It is dry and sparkling, made to pair with food or just drink with friends and family. Graham calls it perfect for happy hour or dinner.

“To know me is to know I love Lambrusco. It's been my go-to wine for years. But over time, I realized the dry, fruit-forward style I discovered in Italy wasn't readily available in the U.S. I wanted to share that experience in a way that felt modern, accessible, and true to its roots. That idea became Lucci.” – Ashley Graham

Epstien points to market shifts. Sparkling wines are growing while others lag. Younger buyers want fresh, low-alcohol options, like the rise of Prosecco shows. Lucci fits as a fun, refreshing choice.

“Sparkling wine continues to grow while the rest of the industry has struggled, so it was time Lambrusco joined the party. We are seeing younger consumers migrate to wine in search of fresher, lower-ABV products, which has been reflected in the rise of Prosecco in recent years. Lucci offers a fun, refreshing alternative that aligns with how people are drinking today.” – Danny Epstien

Graham ties this to her fashion work. She has praised Victoria's Secret for progress on sizes, even if not perfect yet. Lucci reflects her push for inclusion in wine too, making it approachable for all.

What This Means

Lucci enters a wine market where sparkling reds like Lambrusco are gaining ground. The style has seen a revival in Italy, with new producers making drier versions. In the US, it could pull in drinkers tired of heavier reds or overly sweet sparklers. At under $20, it prices well for casual use.

Graham's name brings attention. Her fans from modeling may try it, expanding Lambrusco's reach. Retailers like Total Wine stocking it right away shows early demand. The lower ABV appeals to health-conscious buyers who want wine without high alcohol.

This launch comes as celebrities enter wine more. Graham joins others with brands, but her focus on a niche Italian wine sets Lucci apart. It highlights Emilia-Romagna's role in sparkling wine trends. Producers there say they aim for modern styles to match global tastes.

Availability nationwide means easy access. Bars and restaurants adding it could boost everyday drinking. For Graham, it marks a step from runway to retail shelves with wine. Her story of finding Lambrusco in Italy and bringing it home shows personal drive behind the brand.

The wine's profile—berries, bubbles, crisp end—makes it versatile. Pair it with pizza, pasta, or cheese from its home region. Or drink it solo chilled. As sparkling sales climb, Lucci positions Lambrusco as a player alongside Prosecco or Cava.

Graham keeps advocating for change. In fashion, she notes brands working on sizes. In wine, she updates an old favorite for now. Lucci stands as her latest way to share what she loves with a wider crowd.