Enovation Brands, Inc. is mounting a holiday season push behind Gemma di Luna Prosecco DOC, positioning the Italian sparkling wine as the single-bottle solution for the Feast of the Seven Fishes — an Italian-American Christmas Eve tradition that the Aventura, Florida-based importer sees as an underdeveloped on-premise and off-premise occasion for the sparkling wine category.
The 750mL bottle carries a suggested retail price of $16.99, with a 187mL three-pack at $19.99, and the brand is available nationwide. Gemma di Luna Prosecco DOC is produced from 100% Glera grapes under the Prosecco DOC designation, clocking in at 10.5% ABV.
The Commercial Logic
The campaign's retail and foodservice rationale is straightforward: rather than competing on occasion complexity, Enovation Brands is pitching simplicity as a selling point. The strategy frames a single accessible SKU — priced at a value-tier sweet spot well below the premiumising Champagne segment — as capable of anchoring an entire multi-course seafood spread, from shellfish and tinned fish boards to richer preparations such as Lobster Mac & Cheese. For category managers and on-premise buyers, the angle supports basket-building around supermarket seafood platters, Italian speciality goods such as panettone and torrone, and pantry staples without requiring incremental display space for multiple wine SKUs.
Lisa Schuster, National Marketing Director for Enovation Brands, framed the brand's positioning around accessibility rather than formality. "The Feast of the Seven Fishes is about abundance and togetherness — not about creating a complicated dinner party," Schuster said. "A bit of creativity, some clever store-bought shortcuts, and Gemma di Luna Prosecco are all you need to create a memorable celebration."
Supply Chain Backing
The brand draws on the scale of its Italian parent. Enovation Brands joined the Italian Wine Brands, S.p.A. (IWB) portfolio in 2022. IWB, listed on the Milan Stock Exchange, reported shipments of 160 million bottles from more than 70 proprietary brands and private labels to 95 countries in 2025, and the group describes itself as the world's leading Prosecco producer by volume. That manufacturing and logistics depth gives Enovation Brands material supply assurance heading into the seasonally concentrated November-December sell-through window, when Prosecco demand in the U.S. typically spikes alongside holiday entertaining.
The wider Enovation Brands U.S. import portfolio — which includes VOGA Italia, Ca' Montini, Luna Di Luna, and She's Always Rosé, among others — gives the company additional shelf and distribution leverage with retail partners for cross-merchandising activations tied to the Seven Fishes campaign.
Category Context
The Feast of the Seven Fishes occasion sits at the intersection of two durable trends in the U.S. beverage alcohol market: the continued premiumisation of Italian imported wines and the growing consumer appetite for food-and-wine pairing content that lowers the barrier to entertaining at home. Prosecco has outpaced still Italian white wine growth in U.S. import volumes in recent years, and entry-level DOC bottlings in the $12 to $18 shelf range have captured share from both Champagne and domestic sparkling alternatives as inflation-conscious consumers trade within the sparkling category rather than out of it entirely.
For foodservice and grocery operators evaluating seasonal wine programming, the Gemma di Luna campaign represents a template for tying a single, accessible imported sparkling SKU to a culturally specific meal occasion — a tactic that can drive incremental ring without requiring operators to restructure their holiday wine sets.
The campaign is co-funded under Regulation (EU) No. 2021/2115, the EU Wine CMO promotion programme for third countries, National Project ID 03, 2025/2026 Campaign.
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.
