Came to stay: Aperitif, rosé and alcohol-free 2024 continue on the road to success

"Spring sees the first classic kick-off moments that will shape beverage preferences for the summer," says Christof Queisser, CEO of Rotkäppchen-Mumm. In recent years, for example, the aperitif growth category has seen its first sales peak in the Easter weeks.1 In the summer months, aperitifs are then in high season and land in third place among Germans' favourite summer drinks.2 "Whether fruity or as a tart spritz variant - aperitifs stand for Mediterranean joie de vivre and the lightness of being. These associations ensure that these drinks are becoming increasingly popular and that the category will continue to grow in 2024," says Queisser.

The market figures also confirm the increasing popularity: the consumer reach increased by 4.3 per cent compared to the previous year.1 "We are following the developments in aperitifs with great interest and are delighted that our product portfolio is so well positioned in this area," says Queisser. Launched last year, the lifestyle aperitif CANONITA de Mallorca exceeded all expectations in its first year. An innovative production process produces an intense, bittersweet flavour and a juicy freshness. The liqueur, based on the Canoneta orange variety, is ideal on its own on ice or as a spritz with rosé sparkling wine in the warmer temperatures and the desire for Mediterranean lightness. Due to its popularity, CANONITA de Mallorca will not only be available in premium restaurants, hotels and bars, but also in food retailers from this year onwards. At the beginning of the year, the company also launched the Eckes White Peach liqueur, which perfectly reflects the current aperitif trend with a lower alcohol content and the flavour trends among consumers.

Rosé still on trend
Rosé wine also records its first sales peak in spring, usually in April. In April 2023, sales in this category totalled 37 million euros.3 However, the strongest months in terms of sales are still in midsummer (49 million euros in July 2023)3, even though rosé has now become a year-round wine. It is not only suitable as an aperitif on the terrace, but is also a popular accompaniment to a variety of dishes and in the barbecue season. Overall, the rosé segment accounts for around a quarter of the total market4. "It is particularly important to us to know our consumers' taste preferences. We are therefore all the more pleased that Doppio Passo Rosato has doubled sales since 2019 and is currently the number one in the rosé segment with a 6.7 per cent share of sales," says Queisser.4 Spring is also a seasonal highlight for sparkling wine and champagne, with sales peaking.5 The sparkling version of rosé, such as the Godefroy by Mumm Pinot Noir Rosé Dry, continues to be a success. Launched last year, the new vintage-quality sparkling wine is the perfect match for the joie de vivre and lightness of the warmer months and has already won several prestigious awards for its flavour and design.

Sober drinking: lifestyle with future potential
In keeping with the lightness of summer, the trend towards consciously experiencing moments of pleasure is leading to a growing openness towards non-alcoholic and low-alcohol drinks. This was also highlighted by Rotkäppchen-Mumm's trend study on the culture of enjoyment at the end of 2023: Around 66 per cent of respondents stated that they had tried non-alcoholic alternatives to sparkling wine, wine or sparkling wine in the last twelve months.6 "The trend towards low-alcohol or alcohol-free variants will continue to consolidate - and change - in the coming years: From a trend to a lifestyle. Alcohol-free is already established in the sparkling wine category. In wine and spirits, it is still at a lower level, but is growing rapidly," says Queisser. Developments confirm the potential: Doppio Passo Alternativa Rosso, the first de-alcoholised premium branded wine, was launched at the end of 2022 and took off immediately: The alcohol-free wine achieved sales of 2.2 million euros in the first year after its launch and landed in 6th place among dealcoholised branded wines in Germany.7 The alcohol-free premium wine has recently also been available in white as Doppio Passo Alternativa Bianco.