Supermodel Ashley Graham introduces Lucci Lambrusco, a dry Italian sparkling red wine made in Emilia-Romagna. Available nationwide at $19.99.
For years, Ashley Graham has been quietly obsessed with something most Americans have never tasted properly: real Lambrusco.
Not the syrupy sweet stuff collecting dust on bottom shelves, but the dry, fruit-forward sparkling red that Italians have been pouring at their tables for generations. Now, the supermodel and entrepreneur is bringing that experience stateside with Lucci, a modern reimagining of Italy’s most misunderstood wine.
This isn’t just another celebrity label slapped on a generic bottle. Graham partnered with fifth-generation winemakers in Emilia-Romagna to create something authentically Italian yet perfectly suited for how Americans actually drink today; casually, often, and without pretension.
Why Lambrusco Deserves a Second Look
Lambrusco has suffered an image problem in the United States for decades. Thanks to mass-market imports from the 1970s and 80s, most Americans think of it as a sweet, forgettable fizz better suited for punch bowls than proper wine glasses. But travel to Bologna or Modena, and you’ll find something entirely different on every table: bone-dry, lightly sparkling reds bursting with dark cherry and raspberry notes, crisp enough to cut through rich pasta dishes yet fun-loving enough for casual Tuesday nights.
“To know me is to know I love Lambrusco. It’s been my go-to wine for years,”
Ashley Graham.
“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.”
The wine world has been shifting toward exactly what Lucci offers. According to the Wine Market Council, younger drinkers increasingly favor lower-alcohol, refreshing wines that don’t require a sommelier to decode. Prosecco sales have exploded for precisely this reason. But where Prosecco brings delicate white-fruit elegance, Lambrusco delivers something bolder and more versatile.
From Emilia-Romagna to Your Dinner Table
Graham didn’t just slap her name on an existing product. She and co-founder Danny Epstien spent significant time in Italy’s Emilia-Romagna region, working directly with winemakers whose families have been producing Lambrusco since the 1800s. The result is a wine that honors tradition while speaking to contemporary tastes.
Lucci pours a gorgeous ruby-red with a gentle effervescence. The nose offers bright notes of red and dark berries, while the palate delivers a crisp, refreshing finish that makes you reach for another glass. At 11% ABV, it’s lighter than most reds but more substantial than typical sparkling whites—a sweet spot for modern drinking habits.
Think of it this way: Lucci is what you open when you want something more interesting than beer but less formal than Barolo. It pairs beautifully with charcuterie and aged Parmigiano at happy hour in Brooklyn’s wine bars, yet it’s equally at home alongside Sunday gravy in an Italian grandmother’s kitchen. That versatility is precisely the point.
“Sparkling wine continues to grow while the rest of the industry has struggled, so it was time Lambrusco joined the party,”
Danny Epstien
co-founder
“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.”
A Wine for Right Now
The genius of Lucci lies in its refusal to take itself too seriously. This isn’t a wine that demands contemplation or a special occasion. It’s designed for the moments that actually make up our lives: casual dinners with friends, weekend brunches, Wednesday evenings when you want something that feels celebratory without the formality.
For sommeliers and wine directors in cities from San Francisco to Miami, Lucci represents an opportunity to offer guests something familiar yet surprising. It slots perfectly into the by-the-glass program alongside crowd-pleasing sparklers but offers enough personality to stand out. Pair it with pizza margherita, grilled sausages, or even slightly spicy Thai takeout—the bright acidity and gentle bubbles cut through rich flavors while the fruit-forward profile plays nicely with heat and spice.
Graham’s celebrity certainly helps get Lucci noticed, but the wine needs to deliver on its own merits. Early tastings suggest it does exactly that, offering legitimate quality at a $19.99 price point that feels accessible rather than aspirational .
FAQ: Lucci Lambrusco
What does Lambrusco taste like?
Lucci Lambrusco offers bright notes of red and dark berries with a crisp, refreshing finish. It’s dry rather than sweet, with gentle bubbles and a fruit-forward profile that’s both approachable and sophisticated.
How should I serve Lambrusco?
Serve Lucci slightly chilled, around 50-55°F. It pairs beautifully with charcuterie, pizza, pasta dishes, grilled meats, and anything you’d normally enjoy with a lighter red wine. The bubbles make it especially versatile.
Where can I buy Lucci Lambrusco?
Lucci is available nationwide beginning February 2026 at BevMo, GoPuff, Total Wine and More, Binny’s Beverage Depot, Wine.com, plus select restaurants and bars.
The Bottom Line
Ashley Graham’s Lucci Lambrusco arrives at exactly the right moment. As wine drinkers increasingly seek bottles that feel less intimidating and more enjoyable, a well-made, authentically Italian sparkling red with legitimate food-pairing versatility fills a genuine gap in the market. Whether you’re a longtime Lambrusco lover or someone who’s never given the category a fair chance, Lucci offers a compelling reason to pop a cork and pour something delicious.
Find Lucci at major retailers nationwide starting this month, or learn more at LucciLambrusco.com. Because the best wines, as Graham reminds us, are meant to be shared, not saved.
