No longer just a table wine, an identity‑driven pairing, or a symbol of Emilian conviviality. For Medici Ermete, Lambrusco is now also emerging as a credible ingredient for contemporary mixology. It is a provocation, certainly—but also a clear‑eyed reading of what is happening in the on‑trade today: wine is searching for new languages, while the bar counter is increasingly drawn to ingredients that deliver freshness, recognisability, and a more manageable alcohol profile.
The global shift toward lighter, more moderate drinking is now one of the most closely watched trends in the international beverage scene. It is within this context that the vision of the historic Reggio Emilia winery takes shape—a benchmark for over 130 years, now led by the fifth generation of the Medici family.
Lambrusco Beyond the Table
The idea is deceptively simple: to move Lambrusco beyond the confines of the dining table and use its red bubbles as a technical and stylistic tool to reinterpret classic cocktails and inspire new creations.
The move is fully consistent with a company that has long invested in innovation, contemporary language, and international openness.
Medici Ermete presents a curated selection of signature cocktails built around Lambrusco, with the aim of demonstrating its versatility, aromatic persistence, and ability to engage confidently with modern mixology.
This is far more than a stylistic exercise applied to a territorial wine. It is a demonstration of how fruity aromatics, vibrant acidity, and effervescence can enter the vocabulary of the contemporary bar with authority—at a time when the cocktail world is more open than ever to new practices.
Bringing Emilian Conviviality Behind the Bar
Explaining the origins of the project is Alessandro Medici, Sales & Marketing Director and fifth‑generation family member:
“Our journey into the world of cocktails began more than five years ago, driven by the desire to bring a historic product closer to new generations in a contemporary way. Working alongside internationally recognised bartenders, we embarked on a technical exploration and uncovered extraordinary potential: the fruity aromatics and vibrant acidity of our Lambrusco not only complement, but actively enhance the structure of iconic cocktails, delivering a new kind of freshness.”
He continues:
“Today, Lambrusco‑based drinks are a growing reality in key markets such as North America, from the United States to Canada. We believe Lambrusco and mixology share the same pop soul: an accessible, playful, high‑quality language that speaks directly to what younger drinkers are seeking.”
From Wine Lists to Cocktail Lists
Interest from the on‑trade is already tangible, as demonstrated by active collaborations with leading venues such as Rita Cocktails in Milan, Volare in Bologna, Maré in Cesenatico, Jigger – Spiriti e Cucina in Reggio Emilia, and Caffè Dante NYC in New York.
The foundations are, in fact, historically solid. Wine‑based cocktails have been a cornerstone of American mixology since its earliest days, further underscoring Medici Ermete’s foresight in reconnecting with this tradition through a contemporary lens.
This is perhaps the true key to the project: transforming a wine with a strong territorial identity into a tool for contemporary activation—capable of moving fluidly between wine lists and cocktail menus, and of engaging bartenders, premium venues, and a new generation of consumers.
Lambrusco, in short, does not stop being a classic. It simply claims a new space behind the bar.
