Delevingne Sisters Prosecco In Champagne Marketing Dispute

The Delevingne sisters have found themselves at the heart of a branding controversy after the Comité Champagne, the official body representing champagne producers, accused them of unfairly capitalising on the reputation of champagne with their vegan prosecco venture, Della Vite.

Cara, Poppy and Chloe Delevingne launched Della Vite in 2020. Their marketing campaign has featured provocative slogans including, “Cheat on champagne” and “Warning This is not champagne”. These lines, designed to position their prosecco as a playful competitor to the French sparkling wine, have drawn sharp criticism from the French industry group.

The Comité Champagne sent an official letter to Della Vite demanding the brand cease all references to champagne in its advertising, stressing that any use of the term outside of its legally protected appellation exploits the established reputation of champagne and risks diluting its associated prestige.

The response from Della Vite has been characteristically bold. The brand posted a redacted version of the cease and desist letter on its social media channels, accompanied by a witty caption quoting Oscar Wilde suggesting that notoriety itself can be a measure of success. Poppy Delevingne described the campaign as “fun cheeky and a little provocative” noting their surprise at the severity of the Champagne body’s reaction but acknowledging the resulting publicity.

Numa Heathcote, chief executive of Della Vite, saw the controversy as evidence of shifting tastes in the sparkling wine category. He commented that the reaction from the traditional champagne industry signals how challenger brands like Della Vite are influencing the conversation around luxury and quality for a new generation of consumers. Della Vite remains committed to their marketing campaign, positioning their vegan prosecco as an alternative to the long-standing dominance of champagne.

This episode is a notable example of how established industry interests are colliding with upstart brands leveraging celebrity status and provocative marketing in the increasingly competitive drinks sector.