The brand’s restyling emphasizes the name "Gemma" to better match how consumers identify the product in retail spaces. According to Lisa Schuster, National Marketing Director at Enovation Brands, the update addresses a specific market appetite for approachable, travel-friendly wine formats that integrate into diverse social settings. The move is designed to support the brand's ongoing #GemmaMoment campaign, which focuses on creating accessible, high-quality sparkling experiences.

Retailers are expected to benefit from the new 187ml three-pack, which is engineered to increase basket value during single-serve and gifting occasions. This strategic shift follows a period of significant growth for the Prosecco category, which saw a 178% increase in value between 2018 and 2024. Despite a general decline in total U.S. alcohol consumption, Prosecco volume rose by 3% in 2025. The refreshed 750ml bottles and the new multi-packs are currently rolling out to nationwide retail channels, accompanied by a display initiative intended to bolster in-store visibility.