Full Breakdown
Ashley Graham Launches Lucci Lambrusco: A New Venture in Wine
2/11/2026, 10:55:47 PM
Introduction to Lucci Lambrusco
Supermodel Ashley Graham has officially launched her new wine brand, Lucci Lambrusco, in collaboration with business partner Danny Epstein. The brand debuted on Wednesday morning, aiming to revive the Lambrusco category in the United States, which Graham notes has seen a decline in popularity since its peak in the 1980s. Graham emphasizes the uniqueness of Lucci Lambrusco, stating, “There isn’t anything on the market [where] you can say, ‘Oh, I know this Lambrusco that I love very well.’”
Market Opportunity and Brand Vision
Graham identified a gap in the market for Lambrusco, a sparkling red wine that has become increasingly rare in grocery and liquor stores. She highlights the growing bubble alcohol market, valued at $10 billion, as a significant opportunity for her brand. The development of Lucci took three years, with Graham and Epstein focusing on meticulous attention to detail to ensure the product aligns with their personal values and lifestyle. Graham asserts, “If I’m not going to eat it, wear it, ride it, enjoy it, have it be a part of my life... then it’s not going to sell.”
The Intersection of Fashion and Entrepreneurship
In addition to her wine venture, Graham reflects on her modeling career and the current state of inclusivity in the fashion industry. She notes a regression in opportunities for plus-size models in recent years, stating, “It’s been gutting and hard to swallow because there’s just not been as much opportunity.” However, she acknowledges progress made by brands like Victoria’s Secret, which she believes are “working towards” greater body diversity, despite still having “a ways to go.”
Future Endeavors and Consumer Engagement
Looking ahead, Graham hints at upcoming appearances in film and television, including a guest role in the final season of “Survival of the Thickest.” She also executive-produced and starred in “Side Hustlers,” a reality competition show focused on women scaling their side businesses. Regarding Lucci Lambrusco, Graham emphasizes the importance of consumer feedback for future product releases, stating, “If we end up doing another SKU, it’ll be one that the people have said that they wanted.”
Conclusion
Lucci Lambrusco retails for $19.99 and is available online and at major retailers, including Whole Foods, Publix, Harris Teeter, and Total Wine. Graham’s commitment to reviving Lambrusco reflects her broader mission of changing perceptions, whether in the realm of body diversity or the wine industry. As she embarks on this new journey, Graham remains focused on creating a product that resonates with her audience and fulfills a long-standing market need.
