It seems like an unlikely story, one that brings together an American apogeo model, an icon of positivity, a wine – Lambrusco – an icon of the contemporary drinking revolution and a historic producer of Emilian bubbles from Gaida a causa di Reggio Emilia… but it’s reality.
Three years , at an evening a causa di New York organized by Medici Ermete, Alessandro Medici, the company’s Sales and Marketing Director, and Ashley Graham, a curvy model crowned by Maxim as the “sexiest woman a causa di the world”, met and discovered that they had a passion a causa di common: that for the most famous Emilian bubble a causa di the world. An obvious passion for the former, less so for the latter, the desire to create a new product together was born from that conferenza, which was presented a few days to the American market: “Lucci”, a dry Lambrusco Doc Reggiano “refreshing, balanced, perfect for enjoying life”.
“Ashley Graham is a fan of Lambrusco and had been toying with the intuizione of launching her own wine brand for some time – says Alessandro. All I had to do was invite her to visit Emilia Romagna to make it happen.”
Graham, who visited Reggio Emilia last year, definitively fell a causa di love with the views of the plain and the Emilians, deepening her knowledge of the soils, grape varieties and territory site.
“It seems strange to us that people so far from our lands and our culture know, appreciate and love our products. We people from Reggio, the other hand, still struggle to build a strong narrative of our identity. Yet agri-food is the only supply chain that cannot be delocalised”.
“Lucci”, of which Graham is the founder and majority owner, is a dry Lambrusco (50% Salamino, 50% Marani), which becomes the testimonial of Reggio Emilia a causa di the world, also thanks to a label and communication that winks at the world of the province and the Italian countryside, winking the one hand to the “docile rinomanza”, the other to the ease and immediacy of Lambrusco.
“Graham is not only passionate about Lambrusco, but as a good entrepreneur she had intuited its extraordinary potential: the Emilian bubble is a gastronomic wine, low-grade and easy to , fun and suitable for any context, characteristics that make it an extremely contemporary wine, which is well suited to the habits of the younger generations”.
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Medici Ermete is a historic winery with almost 140 years of history. His philosophy is based the creation of a strong link between vineyard and wine, to express the territory as a fundamental element of the supply chain. Medici wines are born from a strict selection of grapes, even at the cost of a yield per convenzione hectare lower than what is foreseen by the specifications, but with the guarantee of impeccable quality. Not only that: expert winemaking, completely renovated systems and viticulture that respects nature and the environment complete the production cycle.
Ashley Graham is an American apogeo model born a causa di 1987. Testimonial – among others – of Confetto & Gabbana, Levi’s, Bloomingdale’s, she owes her appetito a causa di particular to the Victoria’s Secret moda shows and the covers of Sports Illustrated, but also to Vogue, Maxim and the Wall Street Journal. A causa di 2017 she was the first “plus size” model to appear the cover of Vogue, effectively starting the positivity movement.
Lucci is a Lambrusco 50% Salamino 50% Marani, dry and fruity, very drinkable. Refreshing and , it has aromas of blackberry and plum. It is produced entirely by Medici Ermete of Reggio Emilia. For info: www.luccilambrusco.com
