Enovation Brands, Inc. is rolling out a comprehensive brand restyling for Gemma di Luna alongside a new 187ml three-pack of its Prosecco DOC, the Florida-based importer announced Tuesday. The moves represent the Italian sparkling wine brand's most significant commercial repositioning since parent company Italian Wine Brands S.p.A. brought Enovation into its portfolio in 2022.
The Numbers
The 187ml three-pack carries a suggested retail price of $19.99, while the standard 750ml bottle retains its $16.99 SRP. The format plays into a U.S. Prosecco category that expanded 178.0% in value between 2018 and 2024, according to figures cited by the company. Even as total U.S. beverage alcohol volumes fell in 2025, Prosecco volume still grew 3.0% — a resilience that gives Enovation Brands a credible commercial rationale for investing in the tier.
Packaging and Retail Strategy
The brand overhaul centres on a redesigned logo that elevates the "Gemma" name — a nod to how consumers already shorthand the brand — and ties directly into the company's existing #GemmaMoment social campaign. Beyond aesthetics, the multi-pack is engineered to lift retailer basket value and average transaction size, a common mechanism in the wine and spirits trade where format innovation can move the needle on per-visit spend without requiring price increases on core SKUs.
A dedicated in-store display programme will accompany the relaunch, designed to convert the packaging refresh into measurable shelf visibility. For off-premise retailers, that kind of coordinated sell-in — new visual identity plus display fixture plus incremental SKU — is a standard lever for securing additional facings during a reset cycle.
"Today's wine drinkers are looking for approachable styles, distinctive packaging, convenient formats, and wines that fit seamlessly into their lifestyles," said Lisa Schuster, National Marketing Director for Enovation Brands. "Our restyled brand identity and new three-pack reflect those preferences while preserving the quality and character that define Gemma di Luna."
Industry Context
The launch arrives as the broader imported wine segment navigates a challenging demand environment. Total U.S. alcohol consumption has declined for multiple consecutive periods, pressuring volume-dependent importers to find format and occasion-based growth where category tailwinds still exist. Prosecco, sitting at an accessible price tier and benefiting from persistent consumer interest in Italian sparkling wines, remains one of the cleaner growth pockets in the import book.
Italian Wine Brands S.p.A., Enovation's Milan-listed parent, shipped 160 million bottles across more than 70 proprietary brands to 95 countries in 2025, making it the world's largest Prosecco producer by volume. That scale gives Gemma di Luna manufacturing and supply-chain advantages that smaller importers find difficult to replicate, particularly when launching new formats that require coordinated production runs. For operators and off-premise retail buyers evaluating sparkling wine assortments, the three-pack adds a format that addresses gifting and single-serve occasions without requiring shelf space for a new brand entirely.
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.
