Henkell Freixenet, the renowned sparkling wine giant, made a bold statement at ProWein 2024 with the debut of their latest creation, Mionetto Aperitivo, in a vibrant explosion of orange.
Owned by Henkell Freixenet, Mionetto Prosecco, based in Valdobbiadene, is venturing into the aperitivo market with its innovative product, Mionetto Aperitivo. Unveiled on the first day of ProWein in Dusseldorf, this new offering not only taps into the popularity of traditional Italian aperitifs like Aperol and Amaro but also caters to the growing trend among consumers for low-alcohol and alcohol-free beverages, boasting a 0.0% alcohol content.
According to Vanessa Lehmann, Head of Communications at Henkell, alcohol-free products are no longer just an alternative; they are becoming mainstream. The initial focus for Mionetto Aperitivo will be the on-trade market, aiming to leverage the global success of Mionetto Prosecco to boost its sales.
Lehmann emphasized the power of established brands in uncertain times, noting, "Brands win. In the current climate, people stick to the brands they know. They don’t want to be disappointed, especially when prices are rising," underscoring the strategic move by Henkell.
Henkell plans to promote Mionetto Aperitivo in global travel retail markets and intends to offer gift boxes featuring both the alcohol-free Mionetto Aperitivo and Mionetto Prosecco. This packaging allows consumers to create their own booze-free spritzes at home, tapping into the trend of DIY cocktails.
At ProWein, mixologists at Henkell’s booth were actively preparing spritzes for visitors, showcasing the drink’s bittersweet flavor profile with hints of orange, citrus, and select botanicals. The vibrant orange-themed presentation of Mionetto Aperitivo made it one of the standout innovations of the event’s opening day in Hall 4.
Mionetto Aperitivo is also available in an alcoholic version, offering consumers flexibility in their beverage choices.
Source: The Drinks Business