California-based winemaker Korbel Champagne Cellars has picked sparkling wine giant Henkell Freixenet to manage its global sales, marketing and distribution.
Henkell Freixenet’s subsidiary, Freixenet Mionetto USA, will oversee Korbel’s operations in North America.
Korbel Champagne Cellars president and owner Gary Heck said that the deal with Henkell Freixenet positions Korbel “for future growth”.
The move, effective from 1 July, comes as Korbel ends its 60-year tie-up with Brown-Forman from the end of June.
Brown-Forman and Korbel’s partnership started in 1965. According to the Jack Daniel’s maker’s 2024 annual report, the group sells Korbel products “under contract” in the US and to “other select markets”.
Henkell Freixenet told Just Drinks the US is Korbel's "largest market".
Founded in 1882, Sonoma County-based Korbel produces a range of méthode champenoise sparkling wines, as well as a clutch of still wines, port and sherry.
The company also operates a brandy business under the name Korbel Californian Brandy.
When asked about potential expansion plans for Korbel, Henkell Freixenet said its current focus remains “on further developing the brand” in the US.
The Mionetto producer added that with its "global network", it "will assess market potential with our local teams to identify opportunities for expanding the presence".
Henkell Freixenet CEO Dr Andreas Brokemper added: “Drawing on our global presence and expertise, we are committed to further expanding the brand. This collaboration represents a great enhancement to our sparkling wine portfolio.”
Also commenting on the deal, Enore Ceola, president of North America and Mexico and chief executive officer, Freixenet Mionetto USA, said: “We are honored to represent Korbel and are fully committed to continue building the legacy of the brand and of the Heck family.”
Henkell Freixenet was established in 2018 following Henkell & Co.’s purchase of a majority stake in Spanish Cava producer Freixenet. The company operates in over 150 countries around the world.
