Enovation Brands is leaning into the Feast of the Seven Fishes as a retail occasion for Gemma di Luna Prosecco DOC, positioning the $16.99 Italian sparkling wine as a single, all-purpose pairing for the Italian-American holiday tradition—a pitch with clear implications for c-stores and grocery outlets that stock wines in the $15–$20 price band.

The brand, distributed nationwide, is available at an SRP of $16.99 for the 750 mL and $19.99 for a 187 mL three-pack. That three-pack format in particular fits the convenience channel's grab-and-go model, where single-serve and small-format beverages consistently outperform full-bottle SKUs in cold vault turnover during the holiday stretch.

The Retail Angle

The campaign's practical hook—one wine, one platter, minimal prep—maps directly to how convenience-adjacent shoppers approach holiday entertaining. Enovation is steering consumers toward seafood formats that require little or no cooking: premade shrimp platters, tinned fish, and store-bought sushi, categories that have seen growing velocity in both grocery and upscale convenience formats. Operators stocking chilled prepared seafood, tinned fish, or party-tray items alongside a curated wine set have a natural cross-merchandising story here.

"The Feast of the Seven Fishes is about abundance and togetherness—not about creating a complicated dinner party," said Lisa Schuster, National Marketing Director for Enovation Brands. "A bit of creativity, some clever store-bought shortcuts, and Gemma di Luna Prosecco are all you need to create a memorable celebration."

The Prosecco itself is made from 100% Glera grapes under the DOC designation, running 10.5% ABV with a profile of white flowers, lemon peel, and peach. Enovation describes the Extra Dry style as versatile enough to move from oysters and shrimp to richer preparations like Lobster Mac & Cheese without a SKU swap—a positioning that reinforces the one-bottle, one-occasion retail message.

Channel Context

Alcohol is a growth lever for convenience operators who have secured wine and beer licenses. According to NACS data, packaged beverages—including wine and spirits where permitted—represent one of the higher-margin inside-sales categories, and the holiday window from Thanksgiving through New Year's historically drives outsized sparkling-wine volume across all retail channels.

Enovation Brands, the exclusive U.S. importer of Gemma di Luna, is backed by Italian Wine Brands, S.p.A. (IWB), Italy's largest private wine group and the world's leading Prosecco producer by volume. IWB shipped 160 million bottles across more than 70 proprietary brands to 95 countries in 2025, giving Gemma di Luna substantial supply-chain depth for high-volume retail partners. Enovation joined the IWB portfolio in 2022.

For c-store operators building out a holiday alcohol and packaged-beverage set, the three-pack format and nationwide availability make Gemma di Luna a lower-risk holiday add. Operators scouting seasonal foodservice and cross-merchandising programs for the Christmas Eve window may find the brand's consumer-facing recipe content—seafood boards, one-pot stews, and make-ahead pasta—useful for in-store signage that connects the wine shelf to adjacent prepared-food or deli offerings.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.