Gemma di Luna is rolling out a comprehensive brand redesign and a new 187ml three-pack format for its Prosecco DOC, moves that Enovation Brands, Inc. is positioning squarely at the intersection of convenience-driven purchasing and retail performance. The SRP lands at $19.99 for the three-pack and $16.99 for the 750ml, price points calibrated to hold premium positioning without crossing into consideration-purchase territory for casual sparkling occasions.
The Category Tailwind
Prosecco is one of the few wine subcategories running against the broader consumption headwind. U.S. Prosecco volume grew 3.0% in 2025 even as overall U.S. beverage alcohol consumption declined, and the category's value expanded 178.0% between 2018 and 2024. For on-premise buyers and retail wine directors, that trajectory justifies dedicated shelf and menu real estate — and it puts a premium on brands that can convert casual drinkers into repeat purchasers through packaging that signals approachability without sacrificing margin.
The brand mark update emphasizes "Gemma" over the full name, reflecting consumer shorthand the company has been tracking. That kind of consumer-led nomenclature signal matters for operators running beverage programs: when guests call a wine by a nickname, the brand has cleared the awareness threshold and is competing on experience. Anchoring the visual identity to that shorthand reduces friction at the point of discovery for new guests and reinforces loyalty for regulars.
Retail and On-Premise Implications
The 187ml three-pack is a deliberate play at multiple occasions simultaneously — gifting, single-serve events, amenity programs, and poolside or outdoor hospitality. For hotel food and beverage directors sourcing minibar or in-room amenity wine, a branded three-pack at a known SRP simplifies both procurement conversations and guest-facing presentation. For retail wine buyers, the multi-pack format is a proven basket-size driver: grouping single-serve bottles increases average transaction value without requiring the guest to commit to a full 750ml.
Enovation is also supporting the launch with a structured display initiative designed to increase in-store brand visibility. Operators negotiating co-op or promotional placement programs with distributors should note that display programs tied to a brand redesign cycle typically carry stronger trade support budgets — meaning more room for collaborative programming in Q3 and Q4 2026.
Parent company Italian Wine Brands, S.p.A. — the world's leading Prosecco producer by volume, delivering 160 million bottles to 95 countries in 2025 — gives Enovation supply-chain depth that smaller Italian importers cannot match. For buyers concerned about allocation reliability on a growing SKU, that backstop matters. Enovation joined the IWB portfolio in 2022, and the scale of that relationship is increasingly visible in how aggressively the U.S. importer can invest in brand-level marketing and trade programming.
For operators building or refreshing a sparkling wine program, brand-launch packaging signals like this redesign are worth tracking: they often precede expanded distribution pushes, new points of sale, and incremental marketing spend that can translate into stronger on-premise visibility and co-marketing opportunities. Teams sourcing for beverage program development should request updated sell sheets and display support materials from their distributor reps now, ahead of fall reset cycles.
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.
