Sparkling wine producer Henkell launches global social campaign

German sparkling wine brand Henkell is launching an extensive global social marketing campaign focusing on its 0.2-litre ‘Piccolo’ bottle.

Henkell Trocken - Piccolo International

Piccolo, a 0.2l sparkling wine bottle, has been a Henkell trademark since 1935. This is the first international marketing campaign around the bottle, and the brand is hoping to drive extensive social media traffic, engaging influencers to boost the campaign.

“Piccolo on tour” will be localised to suit numerous countries worldwide with original promotional activities. Consumers of Piccolo globally will be called on to post images of the drink with a hashtag, with prizes awarded to participants.

The campaign will be supported worldwide by comprehensive communications activities – from marketing tools via PR to social-media and high-reach influencer co-ops. In Germany, it will run from May until August 2019. Further information on launch dates elsewhere is not yet available.

Recently, Henkell & Co. changed its name to Henkell Freixenet in January 2019, having bought 50.7% of Freixenet’s capital for just under €220 million earlier in 2018, following a long period of negotiation between the two parties.

A new logo was introduced for the holding company, bringing both companies under the same banner.

Henkell Freixenet has subsidiaries in 30 countries and exports its brands to more than 150 markets across the world.

The merged company reported strong revenue growth in western Europe last year, seeing its sales grow by 56.5% to reach €823.7 million after tax.

Freixenet’s sales volumes rose 4.9%, reaching 95.6 million bottles over the course of last year, according to the company’s financial results, which it claims makes it the most widely distributed international sparkling wine brand.

“Both Henkell and Freixenet have enjoyed a successful start to the new alliance,” Dr Andreas Brokemper, spokesperson for the Henkell Freixenet executive board, said.

Together, the two companies employ 4,000 people worldwide.

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