Henkell Freixenet Sets Another New Sales Record

Henkell Freixenet's annual report for the 2023 fiscal year reflects a surge in revenue. Particularly notable is the positive growth in the sparkling wine division, featuring the brands Freixenet and Mionetto.

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The headquarters of Henkell Freixenet in Wiesbaden. (Photo: Henkell Freixenet)
The headquarters of Henkell Freixenet in Wiesbaden. (Photo: Henkell Freixenet)

In the 2023 fiscal year, Henkell Freixenet achieved a net revenue (excluding sparkling wine and spirits tax) of €1.23bn. This represents a growth of 4.1% compared to the previous year, although the growth momentum has somewhat slowed down (compared to +8.5% in the previous year).

Looking at the different segments, sparkling wine (+6%) and spirits (+11%) experienced disproportionate growth. However, the wine category declined by 8%. Particularly strong brands within the company continued to thrive. Freixenet (+4%) and Mionetto (+11%) saw significant gains. This is partly due to both brands catering to trends such as alcohol-free and aperitif, alongside their well-established portfolios.

Notably, the Champagne brand Alfred Gratien experienced a growth of 16%, while the Crémant Gratien & Meyer saw a growth of 13%, albeit on a much smaller scale.

Academic Papers

Recent market research data provides insights into how, when, where, and why consumers opt for sparkling wines like Sekt, and who exactly the average consumer of sparkling wine is. Prof Dr Gergely Szolnoki, Christoph Kiefer, Dr Alexander Tacer and Oliver Hennes report.

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DACH region leads growth

In terms of markets, the German-speaking region, particularly the DACH area, showed significant growth, increasing by 12%. Eastern Europe also saw growth at 8%, with Poland notably achieving a 14% increase, largely attributed to Mionetto's strong performance (+40%). Western Europe experienced a modest growth of 3%, while overall, American markets declined by 4%.

This decline is primarily due to inventory reductions by monopolies and distributors in North America. South American markets are growing dynamically and are being further expanded; the company has established its own distribution company in Uruguay. The most significant decline occurred in Asian markets (-17%), attributed to exchange rate effects and competition from local products.

"Although increased costs necessitated price hikes, consumers remained loyal to our brands."

Dr. Andreas Brokemper, Chairman of the Executive Board, expressed satisfaction, stating, “Although increased costs necessitated price hikes, consumers remained loyal to our brands.” In his outlook for the upcoming fiscal year, he acknowledges that crises and their consequences have not yet been fully processed, and markets have not stabilized. “At the same time, we see opportunities in strong brand loyalty,” says Brokemper. He also emphasizes the need to consider the changing consumption habits of Gen Z, particularly regarding trends such as aperitifs and non-alcoholic products.


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