The Comité Champagne, an industry organization advocating for the interests of champagne producers and growers, has formally requested that the Delevingne sisters cease referencing champagne in the marketing of their vegan prosecco brand, Della Vite. This demand comes as the brand’s promotional materials include phrases like “Cheat on champagne” and “Warning: This is not champagne,” which the committee argues undermine the reputation of champagne.
In response to the request, Della Vite continued its marketing campaign and shared a redacted version of the cease-and-desist letter on social media, humorously captioning it with a quote attributed to Oscar Wilde regarding public attention. Poppy Delevingne, one of the sisters, expressed surprise at the industry’s strong response, stating that the campaign was intended to be lighthearted and provocative. She maintained that they did not believe their marketing was inappropriate and noted that they were pleased to see the campaign gaining attention.
The letter from Comité Champagne emphasized that any unauthorized use of the term “champagne” represents an unfair exploitation of the brand’s reputation and could damage the established goodwill associated with the term. Numa Heathcote, co-founder and chief executive of Della Vite, interpreted the Comité’s response as an indication that newer sparkling brands are influencing market perceptions and consumer definitions of luxury.
Della Vite, established by the Delevingne sisters in 2020, has not released a public statement following the committee’s letter. Both Della Vite and Comité Champagne have been approached for further comments on the situation.
Source: https://www.theguardian.com/business/2025/oct/31/champagne-body-attempts-to-buck-delevingne-sisters-marketing-fizz-della-vite-prosecco