Supermodel and entrepreneur Ashley Graham is expanding her footprint in the beverage industry with her Lucci Lambrusco brand, citing Miami-Dade County as a key market for her latest venture. The model-turned-mogul has highlighted the vibrant energy of Miami, particularly neighborhoods like Wynwood and the Design District, as central to her strategy for introducing affordable, approachable sparkling wine to South Florida’s diverse social scene. This move marks a significant pivot from traditional fashion endorsements into the competitive world of alcoholic beverages, leveraging her nearly three decades in the spotlight to build a lifestyle brand that resonates with the modern, inclusive consumer base of Southeast Florida.
The Shift from Runway to Vineyard
For nearly thirty years, Ashley Graham has been a defining face in the fashion industry, breaking barriers as one of the first plus-size supermodels to achieve mainstream global recognition. However, her latest business endeavor signals a deliberate shift away from clothing and toward consumable experiences. According to recent reports, Graham’s entry into the wine market with Lucci Lambrusco is not merely a celebrity endorsement deal but a hands-on entrepreneurial venture. She has emphasized that her long tenure in fashion taught her the importance of taking calculated risks and identifying gaps in the market where authenticity is valued over exclusivity.
Lambrusco, often misunderstood in the American market as a low-quality sweet wine, is being repositioned by Graham as a versatile, fun, and accessible option for casual gatherings. This aligns with broader trends in South Florida’s dining scene, where consumers are increasingly seeking out wines that pair well with the region’s humid climate and outdoor-centric lifestyle. By focusing on a varietal that is typically lower in alcohol and slightly effervescent, Graham is targeting the daytime brunch crowd and the evening rooftop socialite alike, two demographics that drive much of Miami-Dade’s hospitality economy.
Why Miami-Dade is the Perfect Launchpad
Miami-Dade County has long been a hub for cultural fusion, and its wine consumption habits reflect this diversity. From the Latin-influenced palates of Little Havana to the cosmopolitan tastes of Brickell and South Beach, the county offers a unique testing ground for new beverage brands. Graham has explicitly stated her affection for Miami, noting that the city’s energy mirrors the spirit of her brand: bold, unapologetic, and inclusive. In neighborhoods like Wynwood, where art and commerce intersect, the visual appeal of Lucci Lambrusco fits seamlessly into the Instagram-driven culture that defines much of South Florida’s social interaction.
The choice of Miami also reflects strategic business acumen. South Florida has seen a surge in wine consumption post-pandemic, with local retailers and restaurants reporting increased demand for ready-to-drink and easy-sipping options. Lambrusco, with its fruity notes and lower price point compared to Champagne or Prosecco, meets this demand effectively. Furthermore, Miami’s status as a gateway to Latin America provides potential expansion opportunities that other U.S. cities might not offer. Graham’s team is likely aware that success in Miami can serve as a beacon for broader international markets, particularly in regions where sweet, sparkling wines have historically held strong cultural significance.
Implications for South Florida’s Food and Event Scene
The introduction of a high-profile celebrity wine brand into Miami-Dade has ripple effects for local businesses. Restaurants and bars in areas such as Coral Gables and Coconut Grove may find new opportunities to curate pairing menus that feature Lucci Lambrusco, appealing to fans of the model and wine enthusiasts alike. Event planners in Broward and Palm Beach counties are also likely to take note, as celebrity-backed brands often become staples at high-visibility social gatherings, from charity galas to private parties in Palm Beach.
Moreover, this venture highlights a growing trend in South Florida’s food and beverage sector: the democratization of luxury. By positioning Lambrusco as a wine for everyone, Graham challenges the snobbery often associated with wine culture. This resonates deeply in South Florida, a region known for its socioeconomic contrasts and its love for spectacle. The accessibility of the product means it can be found in both upscale boutiques in Bal Harbour and local grocery chains in Kendall, bridging the gap between different consumer segments.
As South Florida continues to evolve as a global culinary destination, the presence of brands like Lucci Lambrusco adds another layer to its identity. It suggests a market that is mature enough to appreciate niche products but still open to mass-appeal innovations. For local residents, this means more options for hosting gatherings and enjoying the outdoors with a drink that reflects the relaxed yet stylish vibe of the region. Whether sipping on a terrace in Miami Beach or at a backyard barbecue in Fort Lauderdale, the influence of Graham’s venture is set to be felt across the tri-county area.
FAQ
What is Lucci Lambrusco?
Lucci Lambrusco is a sparkling wine brand launched by supermodel Ashley Graham. It focuses on making Lambrusco, a slightly sweet and effervescent Italian wine, more accessible and appealing to a modern, diverse audience.
Why is Ashley Graham focusing on Miami-Dade County?
Graham has cited Miami’s vibrant energy, diverse culture, and strong social scene as key reasons for focusing on the area. Neighborhoods like Wynwood and the Design District offer ideal environments for launching lifestyle brands that thrive on visibility and community engagement.
How does this venture differ from typical celebrity endorsements?
Unlike passive endorsements, Graham describes this as a hands-on entrepreneurial effort rooted in lessons learned from her 30-year career in fashion. She aims to fill a market gap for authentic, inclusive, and affordable wine options rather than just lending her name to an existing product.
Source: Miami New Times (link)