Henkell Freixenet reports stable development in 2024

Henkell Freixenet reports stable development in 2024

• Moderate growth in revenue to EUR 1.25 billion for Henkell Freixenet
• Double-digit growth of Prosecco thanks to Mionetto and Freixenet
• Non-alcoholic sparkling and still wines gain further traction
• Geopolitical and climatic conditions impact the fiscal year 

(Wiesbaden, 8 May 2025) Henkell Freixenet, the sparkling wine, wine and spirits division of Geschwister Oetker Beteiligungen KG, closed the fiscal year with revenue of EUR 1.25 billion (excluding excise taxes). This corresponds to 1.5% growth in net revenue. In spite of the challenging market environment, the global sparkling wine market leader managed to maintain its position through growth of the strategic core brands, innovations and a focus on consumer trends.

“The year 2024 was characterised by tense market conditions for the global sparkling wine, wine and spirits industry. Despite the declining markets, Henkell Freixenet was able to maintain its position by focussing on consumer needs and consistently pursuing strong trends in the sparkling wine segment. This resulted in dynamic growth in sub-categories such as Prosecco, alcohol-free sparkling wines and aperitifs,” commented Dr Andreas Brokemper, CEO of Henkell Freixenet. 

Strategic growth thanks to a trend and brand led focus

Driven by strong growth in the Prosecco category and, above all, the best-selling international Prosecco brand Mionetto (+15.7%), the global icons Mionetto, Freixenet and Henkell recorded growth of 6%. Henkell, the world’s most exported sparkling wine from Germany, also developed positively with an 8.3% upturn thanks to the successful brand relaunch. The company’s non-alcoholic portfolio was another growth driver, with products such as Mionetto 0.0%, Freixenet 0.0% and Mionetto Aperitivo non-alcoholic recording an increase of 23.6%.

“Even though non-alcoholic products still only account for a small share of the overall market, we see vast potential for our non-alcoholic portfolio, which is growing in popularity due to greater consumer health consciousness and GenZ’s shift in consumption habits. With our non-alcoholic innovations, such as the Freixenet Cordon Negro 0.0%, the Freixenet Italian Range 0.0% and the global distribution expansion of Mionetto 0.0% we see ourselves well-positioned in this growing market,” added Brokemper. Reflecting on the Prosecco trend, the company has also noticed a clear consumer shift towards Aperitivo, which is experiencing a further upswing along with Spritz drinks. Additional growth opportunities were associated with the new Mionetto Aperitivo and Mionetto Aperitivo Non-Alcoholic – which have already shown good sales figures shortly after their market launch in countries such as France and Poland. 

Cava faced major challenges, such as the negative effects of the drought in the Penedes region in recent years, which are having a significant impact on business development. “In 2024, we had to reallocate volumes due to a lack of availability in numerous markets. To meet the high demand for Freixenet Carta in Germany, Austria and Switzerland, we have launched the Freixenet Premium Sparkling Wine. The new range ties in with the positioning of Freixenet as a global master brand that is driving innovation in various segments such as Cava, Prosecco, French, non-alcoholic and other quality sparkling wines." 

Worldwide market share gains

The Americas and Eastern Europe proved to be strong growth drivers in 2024. 

• DACH: Moderate revenue decline of 1.7%, primarily due to the temporary pause of Freixenet Cava marketing. Strong figures for Mionetto and Henkell. 

• Eastern Europe: Positive development in a challenging market framework with 5.6% revenue growth. The Polish market continues to expand (15%) and market leadership in the Prosecco and non-alcoholic categories was further consolidated thanks to the strong performance of the Mionetto brand (+27%). Local heroes (Bohemia and Törley) also performed well.

• Western Europe: Growth of 0.8% due to the positive development of Mionetto in France and the Nordics, as well as growth for Freixenet in the UK. Champagne Alfred Gratien developed positively while Gratien & Meyer confirmed the Crémant trend with further growth of 21% in the region. In August 2024, Henkell Freixenet acquired a 100% stake in VINICOM, a family-owned company specialising in the development and distribution of wine brands, with a view to consolidating its position as a leading supplier of sparkling and prestigious still wines in Portugal. 

• Americas: 7% revenue growth. Henkell Freixenet was able to increase its market share in the USA mainly driven by Mionetto despite the declining sparkling wine market in the USA. The conclusion of a national distribution agreement with Southern Glazer’s Wine & Spirits strengthened its position in the USA, one of the largest sparkling wine markets. The development in South America was stable and Brazil delivered market share growth  thanks to revenue growth up 2.3% in Brazil. 

• Asia-Pacific: Despite a slight decline of 1.8%, there was double-digit growth in revenue and sales in Australia thanks to the strong development of the Henkell brand and the dynamic growth of Mionetto.

Outlook

“We expect a challenging market framework in 2025. Geopolitical tensions and the ensuing economic impacts, uncertainties and knock-on effects still overshadow the consumer climate. The main challenges are the high volatility of grape harvests and, in particular, the scarcity of Cava grapes, which is putting an entire wine-growing region under significant pressure,” continued Brokemper. As a family-owned company, Henkell Freixenet is focusing on the sustainable development of its international business. Due to its global presence and differentiated brand portfolio of sparkling wines, wines and spirits, Henkell Freixenet is strongly positioned for 2025. “Thanks to our focus on international trends such as Prosecco, Crémant and Aperitivo as well as the 'rising star' alcohol-free sparkling wines, and core brands Freixenet, Mionetto and Henkell we are well positioned. We intend to generate growth in these challenging times by continuously developing our strong brands and portfolio,” continued Brokemper.