Sparkling wine brand The Provocativo has joined The Incubator, a subsidiary of Charter Brands, as part of a global growth push aimed at tapping into a new generation of drinkers. With Albania identified as a key target market for distribution, the brand will work with The Incubator to build its international footprint.
Co-owned by American singer Bebe Rexha, The Provocativo is produced in the heart of Spain’s Cava region using traditional methods. While rooted in classic winemaking, the brand adopts a bold, lifestyle-led positioning, designed to resonate with Gen Z consumers who are increasingly turning to sparkling wine for social occasions and summer celebrations.
“Provocativo is more than just a sparkling wine. It’s an experience, a celebration, and a lifestyle,” said Rexha. “Partnering with The Incubator portfolio enables us to bring this vision to new global audiences, and we’re thrilled for the exciting journey ahead.”
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Described as unapologetic and full of character, The Provocativo places emphasis on self-expression and individuality – themes that have helped sparkling wine grow in popularity with younger drinkers, particularly in warmer months and festive settings.
Founder and CEO Hans Christian Holst said: “Provocativo is about excitement, spontaneity, celebration, adventure, and self-acceptance. The sparkling wine category is surging among Gen Z, and no one better personifies this generation than cultural disruptor Bebe Rexha. We are here to transform the sparkling wine category, and adding The Incubator portfolio to our list of partners will further increase our growth and international footprint.”
The Incubator supports drinks brands in reaching new global markets by connecting producers with distributors. Matt Ashton-Melia, Managing Director of Charter Brands, commented: “Provocativo is an exceptional brand with a powerful story and an undeniable sense of luxury. With consumers continuing to seek premium experiences, we see incredible potential for Provocativo to establish itself as a leading sparkling wine brand globally. We’re thrilled to welcome Provocativo to our Incubator portfolio and look forward to driving its growth.
