15 Minutes With Justin Wages: The cofounder of Don Luchi Prosecco shares the story behind the company’s sell-out success

CM: How did you get into prosecco?
JW:  I was always a big Champagne drinker. One day a friend of mine had me try prosecco, which I grew up thinking was just cheap Champagne. I was like, “Oh, this is a totally different thing.” The fellas and I had been trying to launch a new beer, and I told them if that didn’t work we could pivot. It’s all of our first time being in the spirits industry, so we’ve been learning as we build the brand.    

CM: What’s been the reception? 
JW: After opening up tickets for our launch event in July, we sold out in two hours—and nobody had even tasted the prosecco yet. We thought we’d do good, but we shocked everyone, even our distributor. They were a little on edge because of the price point ($26), but we sold 3,000 bottles in a little over three months. I told them, “We’ll charge what we’re worth, but we can make an accessible luxury product without breaking people’s pockets.”

CM: What is the connection to Charleston?
JW: All three of us founders were born and raised here. We do a great job at celebrating life in this city; you can always find something to get into. For us, we wanted to create a new way to celebrate, bring a new, high-end Italian product to our port. The world is used to certain brands for parties and anniversaries, so our biggest goal was to change the norm and create a luxury product you’d be proud to bring to a Christmas party. 

CM: How was the wine developed?
JW: We partnered with a vineyard in Valdobbiadene, Italy, that matched our vision and went through a process of deciding what type of prosecco it would be. I’m good friends with Graft’s Femi Oyediran, and during a private tasting at my house with samples sent from the vineyard, he tried the last bottle and said, “That’s the one.” Getting approval from a level three sommelier really solidified it. Having DOCG [a designation that signifies the highest quality level within Italy’s wine classification system] on the bottle is a game changer; when consumers see that, they know this is a quality product.

CM: What’s the best way to drink it? 
JW: Prosecco is known for mimosas by the masses right now. Ours can compete with Champagne. It’s extremely refreshing, very effervescent. You can mix it, put in pineapple or orange juice, but it can be enjoyed by itself, with no bite. You can smell the apple and peach notes and a little bit of almond.

CM: Where can people buy Don Luchi?
JW: It can be found at more than two dozen local restaurants, liquor stores, and groceries. I have a lot of respect for people who can master learning the alcohol laws that vary from state to state. As of now, we can only sell in South Carolina, but by next spring, we should be able to ship directly to consumers in several states. Our goal right now is to spread into North Carolina and Georgia.

CM: Do you have anything planned for Christmas or New Year’s?
JW: On December 15, we’re doing a public oyster roast in collaboration with my clothing brand, Dope & Rare. And closer to Christmas, we’re looking to host an event where folks can enter to win a dinner with the three founders.