Gemma di Luna Prosecco DOC, imported exclusively for the U.S. market by Enovation Brands, Inc., is rolling out a 187ml three-pack this fall alongside its existing 750ml bottle, giving grocery and off-premise buyers a single-serve format engineered for impulse and occasion-based purchasing. The three-pack carries a $19.99 SRP, while the standard bottle retails at $16.99 — a price architecture that positions the brand squarely in the accessible-premium prosecco tier that has driven outsized velocity gains in the sparkling wine category over the past three years.
The format addition is a calculated merchandising play. Single-serve multi-packs have demonstrated stronger basket ring and higher turn rates on wine gondola and floor-stack displays compared with their 750ml counterparts, particularly during Q3 and Q4 when occasion frequency accelerates. For category managers, the 187ml three-pack offers a distinct planogram slot that doesn't cannibalize the core bottle — it competes instead in the grab-and-go and gifting adjacency, where chilled-case real estate commands premium attention.
The Competitive Landscape
Prosecco DOC continues to be one of the highest-velocity imported sparkling wine segments in U.S. off-premise. Parent company Italian Wine Brands, S.p.A. holds the distinction of being the world's leading Prosecco producer by volume, shipping 160 million bottles across more than 70 proprietary brands and private labels to 95 countries in 2025 — a supply-chain depth that gives Gemma di Luna a meaningful cost and consistency advantage relative to smaller import competitors. That scale translates directly to retail: consistent case fills and promotional support for TPR and MCB programs are easier to execute when the producer sits at the top of the category by volume. For grocery buyers benchmarking against syndicated scan data, that backend credibility matters at the planogram review.
Enovation Brands is led by brothers Giovanni and Alberto Pecora, whose prior work launching Luna Di Luna is widely credited with broadening the accessible Italian wine segment in U.S. grocery. The team's track record in the channel gives trade buyers confidence in co-marketing execution — a relevant factor as retailers map out holiday endcap and in-store display programs for sparkling wine heading into the high-velocity November–December window.
Fall Selling Season Outlook
"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 brand is framing the launch around the Italian concept of Ferragosto — a mid-August holiday built around relaxed socializing — as a springboard for fall occasion marketing, leaning into seasonal consumption moments from harvest-themed gatherings to outdoor events.
For grocery retailers building out their Q4 sparkling wine sets, the dual-SKU lineup (750ml standard and 187ml three-pack) gives buyers flexibility to address both the planned-purchase shopper and the impulse buyer browsing the chilled case. Category managers sourcing import sparkling wine for natural/specialty and conventional grocery channels alike will find the brand's DOC certification and accessible price point relevant talking points for the growing base of trade-up shoppers who reach for Italian sparkling over domestic alternatives. Coverage of related wine and spirits category trends and import brand distribution strategy offers additional context for buyers tracking the segment.
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.
