Henkell makes a grab for alcohol-free aperitivo market

Sparkling wine giant Henkell Freixenet went all out with the launch of new product Mionetto Aperitivo at ProWein yesterday in an explosion of orange, reports Sarah Neish.

Mionetto Prosecco, the Valdobbiadene-based sparkling brand owned by fizz experts Henkell Freizenet, is expanding into the aperitivo market with the launch of new product Mionetto Aperitivo.

Revealed yesterday in Dusseldorf on the first day of ProWein 2024, not only does Mionetto Aperitivo tap into the popularity of Italian aperitifs such as Aperol and Amaro, it also speaks to the growing consumer trend for low-alcohol and alcohol-free drinks as it contains 0.0% alcohol.

Henkell told the drinks business that the twin-pronged product is initially aimed at the on-trade.

Alcohol-free products are “not an alternative any longer”, said Vanessa Lehmann, head of communications.

It is hoped that the global success and prominence of Mionetto Prosecco will super charge sales of Mionetto Aperitivo.

“Brands win,” Lehmann told db. “In the current climate, people stick to the brands they know. They don’t want to be disappointed, especially when prices are rising.”

Henkell also plans to push the new product in global travel retail and will package bottles of the zero-alcohol Mionetto Aperitivo together with bottles of its zero-alcohol Mionetto Prosecco in a gift box so that consumers can mix booze-free spritzes at home.

Mixologists at Henkell’s exhibitor stand at ProWein were busy making up spritzes for visitors to the show, with flashes of orange visible throughout Hall 4. Described as offering “a bittersweet taste of orange, citrus and select botanicals”, the drink was one of the most popular innovations from the inaugural day of the German show.

Mionetto Aperitivo is also available in a version with alcohol.