In 2020, Freixenet, despite the pandemic, managed to register a record in bottle sales with its brand, with a total of 99.3 million units sold worldwide, representing a growth of 5.1%. The vast majority of this volume corresponds to cava sales, of which it is the largest global producer. However, a good part of this growth is supported by the pull of prosecco, a highly successful Italian sparkling wine internationally. The group based in Sant Sadurní d'Anoia (Barcelona) decided to join this boom in 2017 by launching Freixenet Prosecco and Freixenet Italian Rosé, two products that achieve good sales in the United Kingdom, the Nordic countries, and the Benelux region.
The Freixenet brand, therefore, is used for both cava and prosecco. Now, the company has agreed to go a step further and also launch still wines, that is, non-sparkling wines, under the Freixenet brand. There was a precedent until now: in the German market, where Freixenet is a very recognized brand, the group already opted years ago to take advantage of this notoriety to market Freixenet Mederaño and Freixenet Mía wines.
Now, the Freixenet Wine Collection has been created, a range that began to be marketed during the pandemic in countries such as the United Kingdom, Germany, and Brazil, and which since this month is also available in the Spanish market, both in supermarkets and in hospitality. The first two still wines bearing the Freixenet brand are a fruity white wine made with grapes from the Macabeo, Sauvignon Blanc, Chardonnay, Muscat, and Xarel·lo varieties; and a pale and aromatic rosé in which Garnatxa predominates and, to a lesser extent, Merlot and Tempranillo. Both are protected under the Denominación de Origen Catalunya.
"We are very excited to introduce the Freixenet brand into the still wine segment," says the vice president and CEO of the Freixenet Group, Pedro Ferrer. A member of the founding family, Ferrer highlights "Freixenet's 150 years of experience in winemaking" and calls the launch "exciting," coming at a time when wine consumption in households has grown due to the pandemic.
In the still wine sector, the company also operates with the brands Segura Viudas, René Barbier, and Monólogo. On the contrary, after the German group Henkell bought 50% of the group's capital, Freixenet launched a process of reorganizing its business and chose to transfer most of its brands and several of its wine cellars to a company directly controlled by the Ferrer family and which now does not depend on Freixenet. Among the brands that ceased to be part of the group are Morlanda (Priorat), Fra Guerau (Montsant), Vionta (Rías Baixas), Valdubón (Ribera del Duero and Rueda), and Solar Viejo and Orube (Rioja).
To launch the first wines with its brand, Freixenet has opted for a unique frosted bottle that recalls that of the emblematic Carta Nevada cava. According to the group, the entry into still wines responds to the desire to "adapt to consumers and a changing and evolving market." The gentle profile of the two chosen wines aims to appeal to a young audience segment with the idea of broadening the consumer base. "This collection concentrates the Mediterranean spirit: the joy of living, daily celebrations, shared meals, and the closeness of friends and family," highlights Freixenet, whose motto is Celebrate life.
Although the Ferrer family maintains 50% of the capital, Freixenet has integrated into the German group Henkell, which has led to a new world-leading group in sparkling wines (cava, prosecco, sekt, champagne, and crémant) operating in 150 countries. The new Henkell Freixenet closed 2020 with a turnover of 1,195 million euros, a figure that represents a 6.5% decrease compared to the previous year. The company has valued these results very positively, as it is a moderate setback considering the devastation caused by the coronavirus crisis in the hospitality sector and restrictions on mobility and tourism. "The group has demonstrated its resilience capacity," says Henkell Freixenet.
"This year we have experienced an unprecedented scenario, but as a centenary company, we have known how to adapt to the new context and have demonstrated, once again, our strength and vision for the future to remain leaders in the sector and respond to market reality," adds Pedro Ferrer.