Exclusive: Henkell Freixenet Adds Korbel To Global Portfolio
Sparkling wine giant Henkell Freixenet will take on global sales, marketing, and distribution for California’s Korbel effective July 1. “Together, we will take this brand to new heights and are humbled for this opportunity,” said Enore Ceola, CEO of Henkell Freixenet’s U.S. subsidiary Freixenet-Mionetto USA.
Impact Databank estimates Freixenet-Mionetto USA’s total volume up 1% to 1.9 million cases last year, with the Mionetto Prosecco label leading the way at just under 1 million cases on a 3% increase.
With the new deal, Brown-Forman and Korbel are ending their sales, marketing, and distribution partnership after a decades-long relationship. Korbel’s sparkling wine fell 11% to 1.1 million cases in the U.S. last year, according to Impact Databank, while Korbel American brandy dipped 1.7% to 223,000 cases.
In concert with Henkell Freixenet, Korbel owner Gary Heck said the California sparkling wine label is now “positioning for future growth…with the strategic objective of expanding our brand presence and elevating the celebration of everyday moments.”—Daniel Marsteller
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Tagged : Brown-Forman, Freixenet Mionetto USA, Henkell Feixenet, Korbel
