Rotkäppchen launches Secconade & Seccomate: New sparkling mix category for GenZ (18+)

Ready-to-drink products have been on the road to success in the alcoholic beverage sector for years. With Rotkäppchen Secconade & Seccomate, there is now an innovation in the sparkling mix market that optimally addresses the needs of the young, affluent GenZ target group (18+) and picks up on three key trends: Natural taste, a handy on-the-go format and a moderate alcohol content. Rotkäppchen is already firmly established in the 18 to 29 age group: Almost every second sparkling wine drinker in the young target group reaches for Rotkäppchen.

Unique concept meets high brand awareness
The range was developed in close cooperation with the target group: over 2,000 representatives of GenZ (18+) were involved in various market research studies. “With Rotkäppchen Secconade & Seccomate, we have taken our cue from the trends of homemade lemonade, sparkling wine and low alcohol for the first time. On this basis, we have created an innovative ready-to-drink premix,” says Stephanie Schieszl, Marketing Director at Rotkäppchen-Mumm. “The enthusiasm of trendsetters even before the launch is very high. The unique concept, coupled with the strong brand awareness and high quality perception of Rotkäppchen, ensures a high willingness to try and great buying interest. This makes the range an attractive new product with strong sales potential for retailers and the food service industry. The fact that we received the All Beverage Award 2025 even before the launch is a great start for our new Sparkling Mix range.”

Four exciting varieties in a stylish 0.33l bottle for on the go:

• Rotkäppchen Secconade Lemon: fruity-fresh enjoyment. Sparkling lemon meets sparkling Secco. The classic for sunny days and balmy evenings. (5.5% vol.)
• Rotkäppchen Secconade Pink Grapefruit: Exotic. Seductive. The unique combination of pink grapefruit and Secco - sweet, tart and irresistibly tingling. (5.5% vol.)
• Rotkäppchen Secconade Blood Orange: Sunshine in a glass. The tart sweetness of the blood orange and sparkling Secco ensure good vibes only. (5.5% vol.)
• Rotkäppchen Seccomate: The energy kick. Tart-sweet mate taste with a caffeine boost meets sparkling Secco. For all those who turn night into day. (7% vol.)

Strong POS activation and high target group penetration
Rotkäppchen is supporting the market launch of Secconade & Seccomate with a comprehensive marketing campaign to quickly build awareness in the target group of 18 to 29-year-olds: In addition to a strong out-of-home presence, the brand is relying on digital and social media activities as well as influencer collaborations. Numerous sampling campaigns, including at festivals or at the start of the semester at universities, also ensure a wide reach and offer tasting opportunities. The focus is also on the POS, where targeted activation is intended to increase the willingness to try and achieve high rotation: With eye-catching displays, cross-displays, shelf tools, Mix&Match 4-pack carriers and a large-scale “free trial” campaign, Rotkäppchen is ensuring visibility, awareness and strong impulse purchases right from the start. The brand is also inviting key multipliers, trendsetters and stakeholders to an exclusive launch event in Berlin, which will prominently showcase the new sparkling mix category.

All four varieties will be available throughout Germany from March 2025 (RRP €1.99). All relevant retail formats will be supplied - from full-range retailers and discount stores to GAM, GFGH and convenience channels.