Ashley Graham Launches Lucci, a Modern Lambrusco Wine

The supermodel's new sparkling red wine brand aims to bring the Italian classic to a new generation.

Published on Feb. 26, 2026

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Supermodel and entrepreneur Ashley Graham has launched a new wine brand called Lucci, a modern take on the traditional Italian Lambrusco. Alongside her business partner Danny Epstein, Graham saw an opportunity to introduce Lambrusco to a younger audience and create a wine that is meant to be shared. The journey to get Lucci off the ground was not without its challenges, as the traditional wine industry was initially hesitant about the celebrity-backed brand. However, Graham's persistence paid off, and Lucci is now starting to gain traction, with the goal of becoming a household name.

Why it matters

Graham's venture into the wine industry represents her continued efforts to diversify her business portfolio and challenge traditional norms. As a prominent figure in the fashion and media worlds, her foray into the wine space is seen as a bold move that could help introduce Lambrusco to a new generation of consumers and reshape perceptions around who can succeed in the traditionally male-dominated wine industry.

The details

After discovering her love for Lambrusco while dining with her business partner Danny Epstein, Graham set out to create her own version of the Italian sparkling red wine. The process involved extensive research to find the best winemaker in the Emilia-Romagna region, as well as navigating the resistance from traditional wine distributors who were skeptical of a celebrity-backed brand. However, Graham's persistence and the growing popularity of sparkling wines eventually helped Lucci gain traction, and the brand is now starting to be carried in restaurants and stores across the country.

  • Three years ago, Graham and Epstein came up with the idea for Lucci while dining at Bestia in Los Angeles.
  • After a few years of persuasion and securing the right partnerships, Lucci officially launched in 2026.

The players

Ashley Graham

A supermodel, author, and entrepreneur who has built a diverse career spanning fashion, activism, media, and now the wine industry with the launch of her Lambrusco brand, Lucci.

Danny Epstein

Graham's business partner and co-founder of Lucci, who has prior experience in the liquid business.

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What they’re saying

“I've been building so many things, but I've never had full ownership. I still have a few projects in the oven, but this is the first baby I'm so excited to bring into the world.”

— Ashley Graham (ELLE)

“The first surprise was how quickly people said no. They weren't open to a new take on Lambrusco. A lot of distributors carry it, but we wanted the heavy hitters. I think they were nervous about two things: walking into a celebrity brand, and embracing what felt like a new category.”

— Ashley Graham (ELLE)

What’s next

Lucci is expected to continue expanding its distribution and become available in more restaurants and retail stores across the country in the coming years.

The takeaway

Ashley Graham's foray into the wine industry with Lucci demonstrates her entrepreneurial spirit and willingness to challenge traditional norms. By introducing a modern take on the classic Italian Lambrusco, Graham is not only diversifying her business portfolio but also working to make the wine industry more accessible and inclusive.