Celeb Prosecco brand Della Vite has announced it has been “shut down” by Champagne bosses in a tongue-in-cheek dig at the latter’s guardianship of the sparkling category.
Leading the charge for April Fools new stories this week, the stunt from the socialite sisters’ PR team aims claims the brand has been forced to close following backlash to its ‘Cheat on Champagne’ campaign, which positioned Prosecco as a modern, premium alternative to the French category.
According to the brand, which was founded by Cara, Poppy and Chloe Delevingne, tensions have escalated into a “bubbling diplomatic dispute”, with French officials said to be “deeply offended” by the suggestion that drinkers might switch allegiance. Reports of the shutdown were seeded via a mock newspaper, The Vines, with further claims that Prosecco fans had “popped corks in protest”.
As part of the activation, the team is set to appear outside 180 The Strand in London, distributing copies of the spoof newspaper alongside samples of its range, including canned Spritz RTDs launched in 2025.
Numa Heathcote, CEO and co-founder of Della Vite, said: “Our mission in creating Della Vite was to challenge the status quo around poorly produced Prosecco and offer people a true taste of good-quality Italian Prosecco. You can’t revolutionise a whole sector without a few people getting hot under the collar… if anything, this is really just proof that what we set out to do is working and will only make us louder.”
Launched in 2020, Della Vite has positioned itself at the premium end of the Prosecco category, with a focus on DOCG production from Valdobbiadene and messaging centred on craft, sustainability and provenance. The brand has also expanded into RTDs, tapping into the ongoing growth of Spritz-style serves and wider convenience trends.
For the real scoop on how Champagne alternatives are faring in the UK, check back in with our upcoming May/June issue, where we will be diving into which sparkling styles are providing choice and competition in the mid and premium tiers.
