The prestigious Comité Champagne, the official body representing France's legendary sparkling wine region, has launched a legal challenge against Della Vite, the Prosecco brand founded by the famous Delevingne sisters.
Celebrity-Backed Prosecco Faces Regulatory Scrutiny
Della Vite, created by models and actresses Cara, Poppy, and Chloe Delevingne, has found itself at the centre of a marketing controversy. The Champagne regulatory body claims the brand's promotional materials and packaging could mislead consumers about its true origins and quality standards.
The Heart of the Dispute
According to industry insiders, the Comité Champagne objects to what it perceives as marketing that blurs the lines between Prosecco and the strictly regulated Champagne designation. The French organisation is particularly concerned about:
- Packaging designs that allegedly evoke Champagne aesthetics
- Marketing language that could confuse consumers about production methods
- Potential dilution of the Champagne brand's protected status
A Clash of Titans in the Drinks Industry
This legal confrontation represents more than just a dispute between two beverage categories. It highlights the ongoing tension between traditional protected designations and modern celebrity-driven brands seeking market advantage.
The Comité Champagne has a long history of vigorously defending its protected designation of origin status, previously taking action against various products that they believe compromise Champagne's unique position in the market.
What This Means for UK Consumers
For British shoppers, who represent one of the largest markets for both Champagne and Prosecco, this case could bring greater clarity to supermarket aisles and wine lists. The outcome may establish clearer boundaries for how sparkling wines can be marketed without crossing into protected territory.
The Delevingne sisters have built Della Vite into a successful brand since its launch, leveraging their substantial social media influence and celebrity status to reach younger consumers who might not traditionally purchase premium sparkling wines.
As the legal process unfolds, the drinks industry will be watching closely to see how this clash between tradition and modern marketing plays out in UK courts and on supermarket shelves.
