When Justin Wages, Andre Grundy, and David Kinloch made the bold decision to create their own prosecco brand, they were ready to take on the challenge. As serial entrepreneurs, this trio from Charleston, South Carolina had already navigated various industries before but wanted to venture into something new and exciting. Drawing from their diverse backgrounds, they developed Don Luchi Prosecco, a brand that reflects both their entrepreneurial spirit and their passion for high-quality beverages.
A Unique Blend of Talents
Each member of the team brings something special to the table, which helps the brand run smoothly. Justin Wages, the lead brand strategist, guides the brand’s direction, while Andre Grundy, an engineer, handles operations and ensures that everything from production to distribution runs efficiently. David Kinloch, a music producer and cultural enthusiast, fuels the brand’s creative vision and drives business development. Together, their combined strengths are a perfect recipe for success.
Turning a Setback Into Success
The story of Don Luchi Prosecco began in the post-pandemic era. The trio initially planned to open a brewery, but the pandemic made that goal difficult to achieve. As contract beer brewers, they faced challenges in securing a distributor, which led them to pivot. Wages, a fan of champagne, found himself more drawn to wine, particularly prosecco. This shift in focus eventually led them to develop their own prosecco brand, which they spent over two years working on, from the legal work to developing branding and selecting the best wines to taste.
The team traveled far and wide to find the perfect prosecco, sampling wines from vineyards in California, France, and Italy. After tasting a product from a small family-owned vineyard in Italy, they were convinced that prosecco was the right choice. Prosecco, unlike Champagne, comes from the Veneto region of northeast Italy and is made from glera grapes, known for their fruity and bright flavor profile. This discovery led to the decision to create a premium prosecco that stood out in the market.
The Birth of the Don Luchi Brand
After securing a vineyard partner who shared their passion for quality, the team turned their attention to creating the Don Luchi name and logo. The process took several months, but they wanted the final result to be timeless and classy. The logo, featuring a ruby surrounded by reef and the beveled “Don Luchi,” perfectly represented the elegance they were aiming for. The name itself blends the Italian word for “boss” (Don) with a nickname from Wages, Luchi.
A New Vision for Prosecco Wines
Don Luchi is among the few Black-owned prosecco brands, and the team knew that their brand would have to break through common misconceptions about prosecco. Many people associate prosecco with mixing it with orange juice, often thinking of it as a cheap drink. To combat this, the team introduced their Prosecco DOCG—a wine that meets the highest quality standards in Italy. The DOCG (Controlled and Guaranteed Designation of Origin) stamp of approval guarantees its authenticity and premium quality.
Grundy describes the product as “light, crisp, with an apricot finish,” making it perfect for everyday drinking. The team also launched a Prosecco Rosé in March 2024, made with a blend of glera and pinot noir grapes, offering fruity and floral notes like apple, raspberry, and citrus. Both wines quickly gained popularity and were met with enthusiastic responses at local events.
Celebrating Wins and Building Community
Don Luchi celebrated its anniversary in June 2024 with an event called The Ruby, which featured their prosecco and culinary pairings. This event was a moment of reflection, allowing the team to acknowledge all that they had accomplished in a short time. Since launching, Don Luchi has been featured in local publications like Charleston Magazine and Eater Carolinas, and their prosecco was even selected for the opening and closing ceremonies of the 2025 Charleston Wine and Food Festival.
For the founders, these successes are especially meaningful as Black entrepreneurs in an industry that is not well-represented. Kinloch emphasizes that it feels surreal to be part of an industry that doesn’t often include people of their background, but they are determined to change that narrative.
Looking Toward the Future
One year after its launch, Don Luchi Prosecco is already making a name for itself in the market, available at over 100 retailers in South Carolina, North Carolina, and Tennessee. The team is focused on expanding their reach and eventually offering online sales to reach even more customers. Wages reflects on the journey, saying, “Five or ten years from now, we may look back and see just how big of a part we played… as three Black men building something we wanted to blow up.”
The success of Don Luchi Prosecco is just the beginning for this dynamic team of entrepreneurs. From overcoming setbacks in the beer industry to establishing a high-quality wine brand, Wages, Grundy, and Kinloch are carving out their own place in history. Their dedication to quality and innovation has already earned them recognition, and with the support of their community, the sky’s the limit for this new chapter in the beverage world.
