Casa Luigi is a company that offers premium Prosecco-based sparkling wine cocktails in a can. Claudia Farrokhnia, an innovator in alcoholic beverage companies, founded Casa Luigi. Through a dedication to sophistication and accessibility, Farrokhnia has spent years crafting successful concepts and launching and marketing beverage brands across the US market.
Farrokhnia’s mission with the brand was to bring the elegance of high-quality and canned Prosecco to your hands. The company does this by sourcing the finest Prosecco grapes from the beautiful Veneto region of Italy, adhering to an uncompromising commitment to authenticity. Pulse 2.0 interviewed Casa Luigi founder Claudia Farrokhnia to learn more about the company.
Claudia Farrokhnia’s Background
Farrokhnia is a seasoned professional with a background in branding, marketing, and PR. And Farrokhnia said:
“Originally hailing from Austria, a country where Prosecco is more than just a drink—it’s practically a cherished family member, a symbol of the Italian lifestyle we adore, and a taste of Italy right next door. In 2004, I embarked on a significant journey when I moved to Hollywood with my husband.”
Formation Of Casa Luigi
How did the idea for Casa Luigi come together? Farrokhnia shared:
“The idea for Casa Luigi Prosecco came together organically as a result of my personal love for Prosecco. Being deeply connected to the Prosecco culture in Austria, I couldn’t accept the scarcity of Prosecco in the U.S. My passion for Prosecco, combined with the desire to introduce it in a convenient and sophisticated way, led to the creation of Casa Luigi Prosecco. It’s about more than just a drink; it’s about bringing a piece of European tradition and elegance to American consumers.”
Favorite Memory
What has been Farrokhnia’s favorite memory working for the company so far? Farrokhnia reflected:
“Oh, it’s like choosing a favorite song! There are just too many wonderful moments to count. From seeing Casa Luigi Prosecco being enjoyed poolside in Las Vegas to being a part of bachelorette parties and baby showers, it’s been incredibly rewarding to see our brand become a part of these special occasions. Additionally, getting tagged during these special days by our customers and being able to support charity events have been heartwarming experiences that make every day working for Casa Luigi Prosecco a joy. What makes it even more special is that our brand is named after our beloved dog, Luigi. He’s not just a mascot; he’s a cherished part of our lives, and his image graces the back of our cans, adding a heartfelt touch to our product. Perhaps my most cherished moment was when Luigi sprinted across the Malibu beach, leaping through the air, eagerly chasing his beloved tennis ball. This very image of Luigi adorns every can, serving as a constant reminder of the love and joy our little baby has brought into our lives over the span of 16 years.”
Core Products
What are Casa Luigi’s core products and features? Farrokhnia explained:
“At Casa Luigi Prosecco, we offer a range of premium Prosecco-based sparkling wine cocktails. Our lineup includes Bianco, Rosé, Imperial, Veneziano, and Hugo. Each of these cocktails offers a unique flavor profile and a taste of European sophistication in a convenient can. What sets us apart is not just the quality of our Prosecco but also the dedication to detail and the story behind our brand. Our packaging is a work of art inspired by my grandmother’s teacup, featuring beautiful flower designs and a fishnet pattern that adds a touch of sensuality. We use Glera grapes, straight from the world-famous Veneto region in Northern Italy, known as the ‘Prosecco region.’”
Challenges Faced
After asking Farrokhnia about challenges that were faced in building the company, she acknowledged:
“In our journey to introduce our unique Prosecco cocktails in the U.S. market, we faced skepticism regarding whether canned Prosecco could truly compete with bottled options. Additionally, there were doubts about whether these European-style cocktails would resonate with American consumers. However, our determination to provide the best quality product and our unwavering commitment to excellence helped us overcome these challenges. Today, our flavors are celebrated, recognized, and have won numerous awards in the segment.”
Evolution Of Casa Luigi’s Technology
How has Casa Luigi’s technology evolved since launching? Farrokhnia noted:
“Our company’s technology has evolved significantly since our launch. We introduced special wine cans with a double wine lining, ensuring that our customers never taste the aluminum. This technological advancement has allowed us to prove that canned Prosecco can compete with bottled varieties. Casa Luigi has been rewarded with recognition and awards for this innovation. When consumers taste our products, they often have no idea that it’s a canned product, and we take pride in offering the best sparkling wine in cans in the world.”
Significant Milestones
What have been some of the company’s most significant milestones? Farrokhnia cited:
“Some of Casa Luigi Prosecco’s most significant milestones include being recognized for our innovative packaging and introducing unique Prosecco Spritzers like Hugo and Veneziano to the U.S. market. These milestones reflect our commitment to offering consumers a refreshing and high-quality Prosecco experience with unique flavors. I’ve always had a forward-thinking approach and a visionary mindset. Casa Luigi stands as the sole company offering a ready-to-enjoy HUGO in a can within the USA. Lately, I’ve noticed an increasing buzz in blogs and media stories about HUGO, the renowned European Prosecco Spritzer infused with Elderflower, Lemon, and a hint of mint. Having grown up savoring this delightful cocktail in Europe, I held the belief that it might one day find its place in the U.S. And now, that day has arrived, with Casa Luigi being at the forefront of this trend. A similar scenario unfolded with our Veneziano, our Prosecco Spritz featuring Orange, herbs, and bitters, an iconic concoction born in the charming city of Venice, Italy, not too far from the Prosecco heartland. While the Campari- or Aperol Spritz has gained fame in America, Casa Luigi proudly stands as the exclusive brand offering this ready-to-enjoy Spritz in our convenient can format. It appears that Casa Luigi is indeed setting trends in the industry.”
Customer Success Stories
After asking Farrokhnia about customer success stories, she highlighted:
“We’ve received numerous heartwarming stories and Instagram posts from our customers that highlight their love for Casa Luigi Prosecco. Many have praised our can design, calling it a ‘flower bouquet of bubbles,’ and have shared how it elevates their special occasions, such as Mother’s Day, Easter, parties, picnics, and gatherings. Some customers have even dedicated entire fridges to stock all our delightful flavors at all times. These stories collectively reflect the convenience, quality, and sophistication that Casa Luigi Prosecco adds to their lives, making every moment a celebration.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Farrokhnia assessed:
“Prosecco has consistently outsold all other sparkling wines and champagnes worldwide for 12 consecutive years. Moreover, canned wine products and ready-to-drink (RTD) products are among the fastest-growing segments in the U.S. beverage industry. Analysts and data sources, such as Nielsen Data, predict rapid growth for canned sparkling wine and Prosecco over the coming decade. This is precisely what we offer at Casa Luigi.”
“We’re excited about the wide-ranging appeal of our products and aim to reach Prosecco enthusiasts and anyone seeking a premium beverage experience across the United States in a convenient, small and new packaging.”
Differentiation From The Competition
What differentiates the company from its competition? Farrokhnia affirmed:
“We are the first and only company to offer Prosecco, Sparkling Rosé, and Prosecco Spritzers in cans in the USA. Our products are truly one-of-a-kind, setting us apart from all other brands. Additionally, we use specially designed cans that protect the integrity of our sparkling wine. Our product is entirely natural, exceptionally clean, and crisp. In today’s world, there are not many places left where you can cultivate and produce excellent wine. Many wine regions face challenges such as heat, fires, contaminated soil and air, and poor water quality. At Casa Luigi, we use ultra-premium Prosecco (Glera) grapes from Italy’s Prosecco region, just an hour north of Venice, toward the Italian-Austrian Alps. The region is a paradise, with its four distinct seasons providing ideal conditions for grape growth, including fresh and clear water from the Alps, pristine soil, and a combination of rain, fog, and sunshine. The air there is exceptionally pure. These factors are critical for crafting exceptional wine. Casa Luigi offers the finest sparkling wine in cans globally. With eyes closed, consumers often cannot distinguish between our canned sparkling wine and traditionally bottled varieties. What truly distinguishes Casa Luigi Prosecco is our unwavering dedication to quality, innovation, and the personal touch deeply ingrained in our brand.”
Future Company Goals
What are some of the company’s future company goals? Farrokhnia concluded:
“Our primary goal is to expand Casa Luigi’s presence to all states in the U.S. by 2024, with the ultimate vision of seeing our beautiful and delicious cans in every American fridge one day.”
