Enovation Brands is rolling out a full brand restyling for Gemma di Luna alongside a new 187ml three-pack of its Prosecco DOC, positioning the Italian sparkling wine label to capitalize on category momentum at a moment when most of the U.S. wine market is under pressure. The 187ml three-pack carries an SRP of $19.99; the 750ml bottle remains at $16.99.
The timing is deliberate. U.S. Prosecco volume grew 3.0% in 2025 even as overall beverage alcohol consumption declined, and the category has expanded 178% in value between 2018 and 2024. Against that backdrop, Gemma di Luna's move into a convenient multi-pack format is a direct play for higher basket ring at retail—a format strategy well understood by category managers looking to lift average transaction size without relying on TPRs or deep promotional MCB programs.
Packaging & Format Strategy
The brand mark redesign centers the "Gemma" name more prominently, aligning the visual identity with how consumers and retail staff already reference the SKU. The update also reinforces the brand's #GemmaMoment social campaign. More operationally significant for retail partners, the new three-pack of single-serve 187ml bottles targets gifting sets, hostess occasions, and on-the-go consumption—segments where convenient, premium wine formats have shown consistent velocity gains in scan data. The multi-pack is engineered to drive impulse conversion and increase units-per-transaction at the shelf.
The relaunch is backed by a strategic display initiative designed to increase in-store visibility through end-cap and floor stack placements, putting the refreshed packaging in high-traffic positions during the key back-half selling season. "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."
Distribution & Competitive Context
Gemma di Luna is distributed nationwide across grocery, mass, and specialty channels. Enovation Brands serves as the exclusive U.S. importer for the label, which is produced under the Italian Wine Brands, S.p.A. umbrella—Italy's largest private wine group and the world's leading Prosecco producer by volume, delivering 160 million bottles across 95 countries in 2025. That supply-chain scale gives Enovation a meaningful cost and availability advantage as it pushes deeper into multi-pack and convenience-oriented formats.
For grocery buyers, the 187ml three-pack sits in a fast-developing intersection of the wine aisle: single-serve, premium-positioned, and gifting-adjacent. The format competes with canned wine and single-serve RTD sparkling SKUs that have claimed growing planogram space in recent years, but the Prosecco DOC appellation and glass packaging give Gemma di Luna a quality cue those alternatives often lack. Category managers evaluating the SKU should weigh it against adjacent Italian sparkling and single-serve still wine performance in their own syndicated data before finalizing facings and promotional calendars.
The broader Prosecco category's outperformance of total wine—even in a down consumption environment—gives the brand a defensible shelf story heading into the holiday selling window, when sparkling wine velocities typically accelerate across grocery and club channels. Enovation's display initiative signals an intent to secure incremental in-store real estate beyond the base planogram position, a critical driver of trial for a restyled brand entering the market with updated packaging.
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.
