LO SECCO is betting that wine drinkers are ready to kick sugar to the curb—and early results suggest they might be right. The Italian Prosecco brand, which markets itself as a zero-sugar alternative in a category typically loaded with residual sweetness, has expanded distribution to nine states with four more markets launching this month. The company also ships direct-to-consumer in over 45 states and is currently negotiating licensing for its first major international market.
Founded by a team of female entrepreneurs led by Monika Elling, the brand is tapping into a growing disconnect between traditional wine offerings and what modern consumers actually want from their alcohol. While Prosecco remains one of the fastest-growing wine categories globally, most bottles still contain 16 to 40-plus grams per liter of residual sugar. LO SECCO clocks in at under 1 gram per liter—classified as Brut Nature—while maintaining a standard 11% alcohol content.
The zero-sugar sparkling wine comes with full nutritional information printed on the back label: zero grams of sugar, under 99 calories, and 2.8 grams of carbs per serving. It’s vegan certified and contains no additives—transparency that’s rare in the wine industry, where ingredients and nutrition facts remain largely optional disclosures.
Wine Meets Wellness Culture
The brand’s positioning aligns squarely with the “better-for-you” alcohol movement, targeting consumers following keto, paleo, and other low-carb lifestyles—including the growing number of people on GLP-1 medications like Ozempic and Wegovy who are seeking lower-sugar options. Priced around $25 per bottle, LO SECCO is going after wellness-minded adults who want to drink without derailing their health goals.
What’s notable is how the founding team is approaching wine like a modern consumer packaged goods business rather than a traditional wine label. The strategy is digitally driven and brand-first, with distinctive packaging designed to stand out both online and on retail shelves. Instead of relying on the sweetness that defines most Proseccos, the low-carb Prosecco achieves flavor through premium Glera grapes sourced from Italy’s Veneto region, delivering notes of peach, pear, green apple, and citrus.
Building Beyond the Bottle
LO SECCO’s broader ambition extends beyond simply offering a healthier option. The company is building what it calls an “experiential brand,” creating community through events, partnerships with weddings and wellness experiences, and digital engagement that frames the wine as part of an intentional lifestyle.
The rapid expansion comes at a time when the alcohol industry is grappling with shifting consumer preferences. Younger drinkers in particular are moving toward moderation and ingredient transparency, creating space for brands that can deliver both quality and alignment with health values. LO SECCO’s thesis is straightforward: the future of alcohol isn’t about abstinence, but optimization. As the brand scales nationally and eyes international growth, it’s testing whether enough consumers agree to build a premium Prosecco brand around that principle.
