New SKU, New Occasion
Gemma di Luna Prosecco DOC is entering fall with a new single-serve format: a 187ml three-pack priced at $19.99 SRP, joining the existing 750ml bottle at $16.99. The new pack size, distributed nationally by Enovation Brands, is aimed at capturing incremental volume in the outdoor-occasion and convenience segments — arenas where portability and portion control have become meaningful purchase drivers in the U.S. sparkling wine category.
The SKU addition is a tactically straightforward move. Single-serve sparkling formats have outpaced standard bottle growth in off-premise channels as consumers gravitate toward lighter-consumption occasions and picnic-ready packaging. For retailers, three-packs carry a higher per-milliliter shelf price than 750ml bottles while signaling accessible luxury — a positioning Enovation has leaned on across its Italian import portfolio.
The Importer Behind the Brand
Enovation Brands serves as the exclusive U.S. importer for Gemma di Luna and a broader roster of Italian labels including VOGA Italia, Ca' Montini, Luna Di Luna, and She's Always Rosé, among others. The Aventura, Florida-based company became part of Italian Wine Brands, S.p.A. in 2022. IWB, listed on the Milan Stock Exchange, is Italy's largest private wine group and claims the title of world's leading Prosecco producer by volume, having shipped 160 million bottles across 95 countries in 2025.
That supply-chain depth matters commercially: IWB's scale in the Prosecco DOC appellation gives Enovation pricing flexibility at the $16.99 to $19.99 SRP tier — precisely the sweet spot where imported sparkling wine competes most aggressively with domestic alternatives and Cava.
Brand Positioning and Outlook
Gemma di Luna Prosecco DOC is produced from 100% Glera grapes at 10.5% ABV. The wine's flavor profile — white flowers, lemon peel, and peach on the nose; lemon curd and mineral notes on the finish — positions it as a classic aperitif SKU suitable for charcuterie and cheese occasions, a category that has driven Prosecco trial among millennial and Gen Z shoppers.
"Even as fall schedules fill up, Gemma di Luna Prosecco makes it easy to bring that spirit into everyday occasions," said Lisa Schuster, National Marketing Director for Enovation Brands. The comment reflects a broader retail strategy: extend the brand's selling season past the summer peak by linking it to autumn outdoor occasions such as orchard visits and outdoor concerts, rather than ceding the calendar to holiday Champagne.
The launch also carries EU co-promotion backing. The campaign is funded in part under Regulation (EU) No. 2021/2115, the EU Wine CMO third-country promotion programme (National Project ID 03, 2025/2026 Campaign), a subsidy mechanism that has helped Italian Prosecco producers offset U.S. marketing costs. For competing domestic sparkling brands and New World importers, that structural cost advantage is worth noting.
The 187ml three-pack and 750ml bottle are available now through national retail. For further trade coverage of the Italian wine import segment, see our reporting on beverage alcohol import trends and sparkling wine retail strategy.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
