Ashley Graham is getting into the wine business.

The model and entrepreneur — known for walking runways for Dolce & Gabbana, Tommy Hilfiger, and Michael Kors, and covering both Vogue and Sports Illustrated — this week announced the launch of Lucci, her first wine label, co-founded alongside Danny Epstein. Built around Lambrusco, a dry, chilled Italian sparkling red, the brand is aimed at bringing the classic Italian wine style to a new generation of American drinkers.

“To know me is to know I love Lambrusco,” Graham said. “But over time, I realized the dry, fruit-forward style I discovered in Italy wasn’t readily available in the US. I wanted to share that experience in a way that felt modern, accessible, and true to its roots. That idea became Lucci.”

The brand is rooted in a frustration Graham says she has felt for years. Though Lambrusco has deep roots in Italy, its American reputation was shaped largely by the sweeter, mass-market versions that dominated shelves in the 1980s — a legacy that caused the category to be largely abandoned by U.S. retailers and restaurants ever since.

Lucci is produced by a fifth-generation winemaker in Emilia-Romagna and offers what Graham describes as a bright, bubbly profile with notes of red and dark berries and a crisp, refreshing finish. Co-founder Epstein has pointed to the product as filling a clear gap in the U.S. market.

With Lucci, Graham is betting that American consumers are ready to rediscover Lambrusco on entirely different terms — dry, sparkling, and built for a new generation.