{"id":252516,"date":"2025-10-31T14:58:12","date_gmt":"2025-10-31T14:58:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/252516\/"},"modified":"2025-10-31T14:58:12","modified_gmt":"2025-10-31T14:58:12","slug":"delevingne-sisters-face-wrath-of-champagne-makers-over-prosecco-ads","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/252516\/","title":{"rendered":"Delevingne sisters face wrath of champagne makers over prosecco ads"},"content":{"rendered":"

All champagne is sparkling wine, but not all sparkling wine is champagne, as any connoisseur will tell you. That hasn\u2019t stopped a trio of socialite sisters\u2019 provocative attempts to market their own fizz and perhaps bring down the famous tipple a notch or two.<\/p>\n

The champagne industry body has sent a cease-and-desist letter to Della Vite Prosecco, founded by the celebrity sisters Cara, Poppy and Chloe Delevingne, over their marketing campaign for their vegan prosecco, which it claims is \u201cexploiting\u201d the reputation of champagne.<\/p>\n

Della Vite launched its campaign this year, including a pop-up stand at Heathrow airport in April that contained the slogan \u201cCheat on champagne\u201d.<\/p>\n

\"Two<\/p>\n

\u2022 The celebrity wines worth drinking \u2014 and which to avoid<\/a><\/p>\n

In June the brand received a letter from the Comit\u00e9 Champagne, which describes itself as \u201cdefending the joint interests of champagne houses and growers\u201d, demanding they stop making reference to champagne in their marketing. <\/p>\n

The sisters refused to back down and the brand has continued it campaign. Della Vite has even embraced the letter in its marketing, sharing a redacted image of it on social media on Wednesday. <\/p>\n

The caption read: \u201cLove letter from our friends at Champagne. As Oscar Wilde once said, \u2018The only thing worse than being talked about is not being talked about.\u2019 Salute!\u201d<\/p>\n

\"Cease<\/p>\n

Poppy Delevingne, 39, an actress and model, told The Times that the campaign was meant to be \u201cfun, cheeky and a little provocative\u201d and they \u201cgenuinely didn\u2019t think we\u2019d done anything wrong\u201d. <\/p>\n

\u2022 Is Britain falling out of love with champagne?<\/a><\/p>\n

She added: \u201cThe severity of the response was unexpected, but we were also pleased to see the campaign making an impact and getting noticed.\u201d<\/p>\n

In the letter, which has been seen by The Times, the Comit\u00e9 Champagne wrote: \u201cAny use of the internationally renowned name \u2018champagne\u2019 other than in reference to the sparkling wines entitled to this appellation constitutes an unfair exploitation of its reputation.<\/p>\n

\u201cMoreover, such misuse risks tarnishing the name and damaging the goodwill associated with the champagne destination.\u201d <\/p>\n

\"Cara<\/p>\n

Della Vite posted several advertisements referring to champagne<\/p>\n

DELLA VITE<\/p>\n

The Comit\u00e9 Champagne website states that many competitors \u201ctry to take unfair advantage\u201d of champagne\u2019s reputation and image because there is \u201csuch prestige\u201d surrounding its name. Any \u201cunfair use that trades off the reputation of champagne is banned\u201d, it adds. <\/p>\n

Numa Heathcote, chief executive and co-founder of Della Vite, said: \u201cWe see this reaction as proof that modern challenger sparkling brands are reshaping the conversation around quality. If the established champagne world feels a little unsettled, it\u2019s because a new generation of drinkers is defining luxury on its own terms and brands like Della Vite are part of that shift.\u201d<\/p>\n

On the brand\u2019s decision to respond on social media, Heathcote said: \u201cWe decided to post because the attention confirmed that our message was landing. Della Vite has always celebrated confidence and originality, so staying silent didn\u2019t feel true to who we are. We saw an opportunity to turn a serious letter into something our audience could smile about.\u201d<\/p>\n

Izzy Maxwell, the head of marketing, said: \u201cWe have nothing but respect for champagne\u2019s heritage \u2014 it\u2019s the benchmark for excellence in sparkling wine. But the world has evolved and so has drinking culture.<\/p>\n

\u201cYounger consumers today want sophisticated fun without the snobbery \u2014 accessible luxury and exceptional quality. Della Vite is a modern prosecco brand on a mission to break away from the tired and traditional rules of champagne. We exist for the new generation of drinkers who crave celebration that feels free-spirited, inclusive and joyful \u2014 a serious liquid that doesn\u2019t take itself too seriously.\u201d<\/p>\n

\"Chloe,<\/p>\n

Poppy Delevingne, right, said she and her sisters wanted to fill \u201ca huge gap in the market for a really good prosecco\u201d<\/p>\n

DAVE BENETT\/GETTY IMAGES FOR DELLA VITE ZERO<\/p>\n

The English wine brand Folc was threatened with legal action by the French champagne house Bollinger last week over its use of the word \u201cBollie\u201d in an advert. <\/p>\n

Folc, which has six staff, received a cease-and-desist letter after running a tongue-in-cheek social media advert that read: \u201cNone of the same old Bollie \u2026 It\u2019s not champagne, it\u2019s pink champers.\u201d Bollinger accused the sparkling ros\u00e9 makers of taking \u201cunfair advantage\u201d of their reputation. <\/p>\n

Della Vite was founded by the Delevingne sisters in 2020. Their vegan prosecco is made in collaboration with a family of third-generation winemakers in the Unesco-listed region of Valdobbiadene in northern Italy, the heart of prosecco production.<\/p>\n

The sisters aim to achieve what Whispering Angel did for the popularity of ros\u00e9. Poppy Delevingne said: \u201cWe thought there was a huge gap in the market for a really good prosecco. There are so many bad ones out there that have given prosecco quite a bad reputation as they\u2019ve been made so cheaply.\u201d<\/p>\n

The brand has already secured listings with Sainsbury\u2019s, John Lewis, Ocado and Selfridges. Della Vite sells prosecco, sparkling ros\u00e9, a non-alcoholic sparkling ros\u00e9 and a range of spritzes. <\/p>\n

The Comit\u00e9 Champagne was approached for comment. <\/p>\n","protected":false},"excerpt":{"rendered":"All champagne is sparkling wine, but not all sparkling wine is champagne, as any connoisseur will tell you.…\n","protected":false},"author":2,"featured_media":252517,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[49,48,361,75],"class_list":["post-252516","post","type-post","status-publish","format-standard","has-post-thumbnail","category-celebrities","tag-ca","tag-canada","tag-celebrities","tag-entertainment"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/252516","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=252516"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/252516\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/252517"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=252516"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=252516"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=252516"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}