When Dr. Andreas Brokemper talks about the global sparkling wine market, Cava seems to be more of a challenge for him— not because the Freixenet brand is struggling. "Consumers appreciate Freixenet," says the CEO of Henkell Freixenet. It is regarded as one of the most highly rated sparkling wine brands in the world in terms of its image. Instead, it's the ongoing drought in Spain's Penedès region, where most of the grapes for Cava are grown, that's causing him headaches.
If a non-Cava bottle leaves the facility, all other sparkling wines produced there, including Freixenet Cordon Negro, can no longer be considered Cava.
One result of the shortage: since August 1 of this year, Freixenet's Carta sparkling wines are no longer labeled as Cavas but as "Selección de España." This allows the company to use wines from outside the D.O. Cava designation. However, the new sparkling wines cannot be produced at the traditional Freixenet winery in Sant Sadurní d'Anoia, as the Consejo Regulador forbids it. If a non-Cava bottle leaves the facility, all other sparkling wines produced there, including Freixenet Cordon Negro, can no longer be considered Cava.
No Cava, no Cava winery
As a result, Henkell Freixenet is utilizing another production site within the group, where, in addition to various Freixenet product lines, the new Freixenet Premium Sparkling Wine is being produced — using the Charmat method instead of traditional bottle fermentation. These new sparkling wines are now more fruit-forward and lighter, which fits well with the current consumer profile, says Brokemper.
Fruit-forward and light seem to be the big trends in sparkling wines at the moment. "We are going to see slight global growth in the sparkling wine market," says Brokemper. The demand is being driven by Prosecco. "Here, we expect an annual growth rate of 3% to 5%." Prosecco's flavor is simply more appealing and well-received worldwide. Cava, on the other hand, will take years to return to its former level, mainly due to the significant cost increases caused by the limited harvests, which have pushed Cava prices above those of Prosecco.
Mionetto to the rescue
It's time for Henkell Freixenet to shift the spotlight to another brand: Mionetto, which, along with Henkell, is part of the company’s trio of "Global Icons," its top brands worldwide.
The success story of the Valdobbiadene-based winery speaks for itself. In 2023, Mionetto's global sales grew by 11% (compared to Freixenet’s 4%), with an impressive 24% increase in Germany. A total of 36m bottles of Prosecco were sold in 2023, about one-third of Freixenet's volume (100m bottles in 2021; more recent figures are not provided).
Internationally, Mionetto ranks as the number one "best-selling international Prosecco brand," according to IWSR market researchers. In Germany, nearly one in three glasses of Prosecco consumed now comes from Mionetto. "The growth in recent years and the fact that Mionetto is now the bestselling international Prosecco highlight the brand’s strength," says Brokemper.
Visitor center becomes a tourist magnet
In recent years, Henkell Freixenet has transformed its headquarters into an impressive visitor center, with significant investment in the project. Production capacities have also been expanded, allowing Mionetto to fill up to 60m bottles annually, which should meet global demand for the time being.
However, despite Mionetto's great success, there are no plans to incorporate the Prosecco star into the Henkell Freixenet brand name. As spokeswoman Vanessa Lehmann states, "There are no intentions to adjust the company's name." KA
