Henkell Freixenet is looking to tap into demand for the spritz with the launch of an orange Mionetto aperitivo in Europe.
The sparkling-wine group is rolling out the ready-to-serve spritz in markets including Germany, Austria and the Czech Republic.
Demand for the spritz has been fuelled by the interest in lower-abv products. Campari's Aperol brand has been at the forefront of the rise of drink and the popularity of the spritz has also boosted demand for Prosecco.
“Mionetto is the number-one-worldwide, best-selling Prosecco brand, which not only drives the Prosecco category but also sets the perfect base for an aperitivo,” a spokesperson for Henkell Freixenet said.
The business is launching two products next month – one at 5.9% abv and an alcohol-free version. Both will be available in 750ml and 200ml sizes. An example of the price at which Henkell Freixenet is pitching the drink is the recommended price of €9.99 ($11.48) in Germany.
The initial markets for the product also include Poland and the Baltic states.
"We start in the aforementioned markets as Mionetto holds a strong position as a market leader or is one of the leading Prosecco brands, and the spritz culture is already well established," the spokesperson said. "We have already successfully launched our Mionetto aperitivo and Mionetto aperitivo alcohol-free in these markets, so we see this as a natural next step."
Earlier this month, Henkell Freixenet announced it had taken full ownership of Freixenet, increasing its 50% stake in the cava producer to 100%.
The share sale by the founding Ferrer family and José Luis Bonet was completed by “mutual agreement”, according to a statement.
In 2018, Germany-based Henkell & Co, owned by Dr Oetker, acquired 50.67% of Spain’s Freixenet.
However, after a capital increase by Freixenet president José Ferrer Sala, he and fellow shareholder José Luis Bonet secured collective ownership of 50% of Freixenet’s share capital, with Henkell holding the other 50%.
Henkell & Co changed its name in 2019 to Henkell Freixenet to mark its majority purchase of Freixenet.
