Henkell Freixenet will take over worldwide marketing and distribution for 'Korbel Champagne Cellars' starting July 1, 2025. The global market leader for sparkling wines reported this in a press release on May 12th. Three days prior, Korbel's current partner, Brown-Forman Corporation, had announced the end of its decades-long distribution partnership with Korbel.
Dr. Andreas Brokemper, CEO of Henkell Freixenet, commented on the new partnership: "It is a great honor for Henkell Freixenet to be designated as the exclusive global partner for Korbel, and we are thankful for the trust the Heck family places in us. Drawing on our global presence and expertise, we are committed to further expanding the brand. This collaboration represents a great enhancement to our sparkling wine portfolio.”
Gary B. Heck, President and Owner of Korbel Champagne Cellars, is quoted as saying: “Positioning for future growth, Korbel is pleased to entrust its legacy of over 140 years to Henkell Freixenet – global leaders in the sparkling wine segment – with the strategic objective of expanding our brand presence and elevating the celebration of everyday moments.”
‘California Champagne’
The company Korbel Champagne Cellars, founded in 1882, currently produces eleven very popular Californian sparkling wine cuvées using the méthode champenoise (marketed as ‘California Champagne’). Due to a 2005 compromise in a decades-long wine trade dispute between the European Commission and the USA, these can still be labeled as Champagne. In addition, the company from the Russian River Valley in California's Sonoma County produces a limited amount of still wine as well as one of the country's most respected brandies.
Freixenet Mionetto USA', a subsidiary of Henkell Freixenet, will now be responsible for North America, Korbel's most important market. “We are honored to represent Korbel and are fully committed to continue building the legacy of the brand and of the Heck family,” says Enore Ceola, President for North America and Mexico and Chief Executive Officer, Freixenet Mionetto USA. “Together,” she added, “we will take this brand to new heights and are humbled for this opportunity.”
The new partnership also marks the end of Korbel's 60-year cooperation with Brown-Forman Corporation. In the industry, this is seen as a further step by the spirits giant to loosen its ties with the wine segment. Lawson Whiting, President and Chief Executive Officer of Brown-Forman Corporation, stated in the press release regarding the separation: "We deeply value the rich history and collaborative spirit that has characterized our relationship with Korbel and its owner, Gary Heck. Going forward, we will each pursue our respective long-term growth objectives.” SP
