Affordable and Festive Most of Lambrusco’s competitors are more expensive and often less flexible in terms of food pairings. Champagne, crémant, prosecco and domestic sparklers can also cost much more. “Affordability is important. We need those wines in order to feel comfortable and that they can trust us. People are more willing to take a risk when the price is right,” shares JF’s Racine. Lambrusco brings a sense of festivity to the table. “I love that Lambrusco is joyful without being unserious.