The Incubator welcomes The Provocativo to its portfolio

Sparkling wine brand co-owned by singer Bebe Rexha targets Albania as a key new market as part of international expansion strategy.

The Incubator, the distribution-focused arm of Charter Brands, has announced that The Provocativo has joined its portfolio. The sparkling wine brand, co-owned by American singer and grammy-nominated artisit Bebe Rexha, will work with The Incubator to expand its international presence, with Albania highlighted as a priority market for distribution.

Produced in Spain's Cava region using traditional methods, The Provocativo aims to appeal to a younger generation of wine consumers. The brand positions itself as bold, characterful and celebration-focused, with a lifestyle-driven ethos.

“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.”

Founded by Hans Christian Holst, who serves as CEO, The Provocativo seeks to stand out in the fast-growing sparkling wine segment among Gen Z consumers.

“Provocativo is about excitement, spontaneity, celebration, adventure, and self-acceptance,” said Holst. “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 connects drinks producers with international distributors to support brand development. Managing Director of Charter Brands, Matt Ashton-Melia, 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.”